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Find the drama inherent in your offer. Play the drama out, conclude with a rational solution – add style. Connect the style with the brand.
This is the recipe to generate favourable conditions for your business on a mass scale. A person deciding between products A and B of similar rational qualities will choose the brand that makes them smile.
Campaigns are built on the strength of one connecting idea. A strong concept is easily executed through advertising, promotions and merchandise. This makes for swift deployment and campaign unity.
There are 6 creative steps to a campaign
1 Find the drama in the offer. What is the problem faced by your audience?
2 Capture emotion using metaphorical language (insert concept here) about the benefit to the customer.
3 Play the drama out, conclude with a rational solution.
4 Add style.
5 Connect style with the brand.
6 Deploy across media using the campaign strategy.
Working with Vivid
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