What is Creative Advertising?
Looking for a strategy to advertise your brand or product in an effective and creative way? Creative advertising is your answer.
The definition of creative advertising is a strategy of creating an effective, creative and fun ad to advertise a brand or product. Creative ad campaigns are not only fun, but they must be effective enough so people can remember or imprint this advertisement on their hearts and minds.
The creation of creative advertising becomes more critical because people don’t have much time to go through boring and conventional advertisements, which often causes them to skip these ads and move on with their show and videos. This is one of the importance of creative advertisement.
A creative, unconventional, and relatable advertisement content would lead a brand to be remembered and help a brand reach millions.
Also read: Who Is The Best Singapore Production House?
Traits of Creative Advertising
Here are some of the basic traits of a creative advertisement.
1. Content’s Originality
Newer visuals details or original taglines or captions will help attract the viewers as it is not repetitive. Add a hint of creativity to your video ads by adding original and new stories, new faces, and new scenes of stories.
2. Concept’s Elaboration
Concept’s elaboration can add an unexpected twist to the story or elevate your concept into a new level. This illustration will help awaken your viewers’ interest in your ads and product.
The details should be fresh and creative so it won’t ruin the advertisement.
3. Ideas’ Flexibility
Collaborate flexibility to your advertisements. As we live in a very diverse world, advertisements should be able to appeal to most of the people watching it. Decide your target audience and strive to meet their expectations.
Cater creative and new ideas to help you launch and sustain your brand in the global markets.
4. Advertisement Synthesis
The development and relationships between various elements in the story is the synthesis of an advertisement story. All of the factors in the advertisement synthesis should be synchronized with one another, so the ad will appeal to the viewers. For example, the characters should be relatable to the story, the incidents should be realistic, and the words spoken by the characters or the message delivered by the ad should not be out of place.
5. Artistic Value
There are three main aspects of the advertisement’s appearance, such as:
Visual appeal, including the colors, type of palette of shades and undertones, the clothes being used in the ad
Music, including the background music or songs of the advertisements
Verbal, including the words spoken by the characters and the way they express these messages to convince the viewers. Tagline is also a part of verbal appearance, as it is a group of words that represent the product and speak about the product’s values.
These aspects play a huge role in the success of one advertisement and also in maintaining the advertisement’s creativity.
Step by Step Process of Creative Advertising
1. Strategy Pre-work
The process of creative advertising is started by working on your brand positioning and brand plan. Understand more deeply the brand positioning and brand idea, and find out what the customers prefer and what they don’t like.
Brand positioning and brand plan homework will help you write a good creative brief more easily. Write a very focused brand communications plan in your brand plan, then start writing your creative brief.
2. Focused Creative Brief
A creative brief will act as the bridge between your strategic plan and any type of marketing execution. This will process everything you could possibly say in your marketing into only the elements that matter.
Your creative brief must have one objective, debate every point with your agency and keep it focused.
Include a clear target market with detailed customer insights, a desirable customer reaction about what they want to see, think, feel, and achieve, and the main message you should put to motivate the consumer target to respond positively. In addition, exhibit your brand positioning into a brand concept you can test and validate with your consumer target.
3. Creative Expectations
In this next step, inspire your creative team by requesting an informal meeting to communicate your vision, passion, strategy, and needs. Create a personal relationship with your creative team so they know and understand more about your brand and what you need.
4. Tissue Session
A tissue session is recommended when you have an entirely new campaign or you’re currently working on a high-risk campaign. In this tissue session, your creative team will present roughly the conceptual ideas, usually hand-drawn visuals with a simple headline and description of a story.
5. Creative Meeting
Next, conduct the first creative meeting. The first creative meeting requires you to be focused on big-picture decisions and stay positive while giving directions and making decisions. Give feedback to inspire the team and do not focus too much on small details. You must keep in mind there is plenty of time for you to work on those details.
6. Feedback Memo
Give a feedback memo 48 hours after the creative meeting. A feedback memo is a chance to balance your creative instincts with your strategic thinking. This memo will clarify the details you did not have a chance or forget to mention in the creative meeting.
You can also use this memo as a chance to create a new box for the creative team by giving them the problems you found.
7. Advertising Testing
Use ad testing to confirm your pick on the best ad for you, but do not use it to make your decision. Use it depending on your timing, budget, or degree of risk.
If you’re having a new major campaign, test the ideas you feel bring the best chance to express your brand positioning, communicate the main benefit, and motivate customers to purchase your brand.
Qualitative focus group feedback can help you confirm your instinct. Or you can use quantitative testing to replicate and predict how the ad may do in the market.
8. Obtain Approval
Keep your boss aware at every stage of the process, from the first meeting to each update meeting, and keep them aligned with every decision. Find a way to make your vision and favorite ad happen with the approval of your boss to make every single process smoother.
This step can be a very complicated element of the project. Deliver as close to the original script that was approved by your boss while managing the tone to ensure it suits your brand. Try to get more than one option during your shoot, just in case, as it may look different in the final edit room.
As many clients decide to stay close to their agency account person, develop a personal approach with every expert you work with. Talk directly with these experts so you’ll be able to get the most out of each of the experts.
Also read: Branding’s Importance: Why Does It Matter?
Get Creative In Your Advertising Process With Superpixel
As mentioned above, a great creative team will give you the most out of your creative advertisement. A skilled creative team will be able to bring you the best advertisement that will get your message across your audience.
Collaborate with Superpixel, one of the best Singapore’s production houses who’s experience in crafting 2D and 3D animation to empower brands and businesses. Work with professionals to bring the most of your creative advertisement. We’re experienced in handling a wide range of subjects by working with clients from several industries.
Come and get creative with us any time at Superpixel.sg!