It's a key part of every brief these days. 'My communication is competing with many others. It has to stand out.'
This is quite a challenge when the average person is confronted with 3,000 marketing messages a day on everything from posters and web site banners to bus sides and till receipts... and research shows 99% of them are ignored!
So how do you get your message across?
At Playgroup we believe a successful communication has three important elements.
1. A clear and concise message.
Keep it single-minded and built around the most compelling benefit. Make it interesting and choose the words your target audience will care about.
2. The right choice of media.
Try and reach your audience in a new way. Surprise them.
3. Great creativity.
Be outrageous. Take risks. To stand out from your competitors you've got to be fresh and imaginative in a way that's appealing and relevant to your audience.
Recently for Unilever we converted a PowerPoint presentation into a powerful cinematic experience; delivered the story of a major corporate brand through a 3D rubber product, and created a cartoon family to deliver quarterly financial results. All with amazing and measurable success.
So don't just think of producing a brochure or a poster, think about what you need to achieve. With a strong, simple idea, delivered in an engaging and compelling way, your message will get noticed, understood and remembered. This approach has helped us achieve fantastic results for our clients and it can work for you too.
