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IHAVEANIDEA.ORG > ask jancy >  What if the product we are selling has no problems?

What if the product we are selling has no problems?


Hi Jancy, what if the product that we are trying to sell has no problems? What then?

intro What if the product we are selling has no problems?That’s an interesting question. So often, the starting point for communications is staring at the problem to solve for the brand. But the flip side of that is, what’s the opportunity? The barriers to more sales, the brand’s health based on consumer input and knowing the client’s goal are key questions before getting started. (It’s amazing how often projects begin without any recent consumer feedback. Always ask if there’s current consumer data. Without it, it’s hard to know where opportunity lies.) Another way to go for the greatest impact: if the client’s ambition seems small, think through how high “up” can be.

Example: The New Museum in New York has a new exhibit about the culturally pivotal year of 1993. Droga5 could have done the usual—a newspaper ad advertising the show, bringing the theme to life. But they had bigger ambition for the project. They turned 5,000 Manhattan pay phones into “time machines” by putting a number on each phone which, when dialled, played a recording of an artist describing the 1993 scene where they are standing. Word of mouth, social media and PR did the job in a way that was far more visible and effective than the usual approach would have been.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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