For mads students, creative director of the Voskhod agency Anton Rozhin, winner of the Cannes Lion and more than 100 international awards, reveals the secrets of creating Advertising is the most important advertising that not only attracts attention, but also makes the viewer click the “share” button.
Why are videos so important? Advertising is the most important
Advertising is the most important emotional driver of any advertising campaign. It is important to understand that we both love and hate advertising. We hate watching what is obsessively offered to us, but we love it when advertising evokes emotions and makes us smile, think or be surprised.
The power of video advertising is especially evident in crisis situations. In 2007, the chocolate brand Cadbury’s faced a serious crisis: traces of salmonella were found in its products. The news was widely covered in the media, and the brand was losing consumer trust. The company had money left for one campaign.
In such a situation, most brands would go the traditional route:Advertising is the most important
- Made a public apology
- They talked about measures to eliminate the problem
- Gave security guarantees
- Showed updated production
But London-based agency Fallon took a radically different approach. They created a 60-second spot featuring a gorilla, looking dead serious, playing the drums to Phil Collins’ “In the Air Tonight.”
Why it worked:
- The video spoke to the viewer in the language of emotions, not rational arguments.
- The unexpected approach has attracted attention and sparked discussion
- Positive emotions helped change the negative information background
- Simplicity and sincerity created trust in the brand
- The absence of direct promises worked better than traditional apologies.
This case demonstrates the power of emotional video in solving serious business problems. One high-quality video can change the perception of a brand more effectively than many rational messages. Here are seven key principles for creating advertising that people want to watch.
1. We love creativity, but we don’t wait for inspiration Advertising is the most important
The ability to create something new and rely on experience are two important components of creative professions. You can’t wait for the muse – you need to be able to create a quality product regularly and systematically.
It is important to avoid two extremes:
- The “Konrad von Gochstaden” approach – when the creator thinks only about self-expression, forgetting about the brand’s tasks
- The “Clash of Clans goblin” approach is pitcairn island business email list trying to please everyone with one video
Beginners often get carried away by creativity and art and create bright but useless advertising: it may be memorable, but does not help the brand. Experienced professionals sometimes go to the other extreme – they try to solve all marketing tasks at once with one video. The result is boring, faceless advertising.
The secret to success is the balance between creativity and brand benefit.
2. Brief is the law Advertising is the most important
Without a quality brief, the process time spent on the page turns into chaos. It should include:
- One clear message (not several)
- Description of the target audience
- Full context
- All technical details.
If you get confused, go back to the brief, it is the basis of strong ideas. Often the answer to your question is already in the task itself.
3. Convey a position, not just an idea Advertising is the most important
It’s important not just to tell a story, but to take a sault data clear brand position that may cut off some of the audience, but will speak very directly to the target group.