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idea-driven advertising: the art of creation without clear strategies

Quality creative is the key to successful advertising. Many experts say that creating it requires a strategy based on research. But is it necessary to spend resources on a strategy if the ultimate goal is a cool creative? Let's figure it out together.

What is quality creative?

We create any creative through methodologies, through an understanding of the main values and meanings that we want to convey with its help. The quality of the creative depends, first of all, on the team: their experience, expertise, tools, and teamwork. However, these factors alone are not enough to create truly successful creative.

Successful creative is the best visual and verbal solution to the set task, which conveys the message to the audience in a way that is understandable to them, while attracting attention and being memorable. Its essence reflects three important criteria: resonance, message, and image. This means that quality creative should clearly convey the meaning and message embedded in it, create a close and understandable image for the audience, while standing out among competitors and capturing the consumer's attention.

Examples of quality creative

Advertising is the end product through which we perceive brand images and messages. The meaning of advertising is the result of a smart strategy. With its help, we identify and shape the message that we invest in the product's advertising. Let's take a look at examples of quality creative.

IKEA — "There are things more important than things" advertising

In the advertising campaign, the brand uses the consumer's biggest value.

Brand is all about people's feelings - we always think about what to buy for our home and how to earn money for it. But at the same time, we pay too little attention to these things. After all, what's important for us is to feel good at home, and the environment only helps with that.

The greatest value is sincere moments of life inside the home. The video reminds the audience that in the most important moments, they don't think about things, so there's no need to obsess over them - just enjoy the moment.

Heinz - advertising campaign in honor of National Hot Dog Day

 

For over 60 years, National Hot Dog Day has been celebrated on July 23 in the United States. To coincide with this event, Heinz created a petition for the creation of a package of hot dog buns that includes 10 pieces instead of the standard 8.

The reason for this is that Americans love hot dogs and cook them for the whole family, but every time they use up all the buns and are left with extra sausages, as there are exactly 10 of them in a pack. This annoys people. Heinz launched the petition to equalize the number of buns in the package with the number of sausages.

The key message of this advertising campaign is that "consumer convenience is the most important thing".

Why a strategy is needed

Successful creativity is closely linked to the concept of the Big Idea, which is a creative idea that reflects the advertising message and breaks through the information noise to reach the consciousness of consumers. To develop a big idea, we need a key advertising message.

For us, a communication strategy is an investigation that allows us to understand how, to whom, and what a brand should say. These data help to reveal the brand and demonstrate its features and advantages to the consumer in advertising. In other words, the strategy leads us to understand which audience to attract and how to do it best, and the creative translates our formulated message into a suitable visual form.

Meaning, Image, Resonance

Let's take a look at the 3 main criteria for quality creative.

Meaning

To invest the right meaning in the creative, you can use your own client experience, but what if you develop a strategy? A strategy will help develop a smart and clear brand message that will be key in advertising and help satisfy the client's request in the best way.

Image

To create an image that is close to the audience, you can use a brief description of the client's consumer, but what if you develop a strategy? With the help of a strategy, we will understand what is important for the target audience, how to work with it, which images and actions are close to it, and also get a detailed portrait of the consumer. This detailed approach greatly increases the chance of hitting the right audience image and improves the quality of future creative.

Resonance

To make the creative stand out among competitors and make it resonate, we need to surprise the audience. Yes, this can be done with visuals, but people are much more attracted to advertising with a specific, relevant message. When we see a Nike ad, we are not surprised by bright creative, but rather impressed by the deep meaning and motivation. That's exactly what advertising should be - evoking emotions, feelings, and empathy.

Creative based on deep analysis and research has a much better chance of appealing to the target audience. Advertising with good creative leaves the consumer feeling cared for and attended to, not as though they are being forcibly sold a product. Behind these advertising campaigns lies the hard work of analysts and strategists who understand how to help the brand find an approach to the audience and help the creator make truly thoughtful and resonant creative.

Conclusion

The strategy helps us to create a creative not only as a visually attractive picture but also to convey the main message of the brand. Therefore, to make an advertising campaign effective, it is necessary to base the creation of the creative on analysis, research, and work according to a plan.

Our team creates a communication strategy that will be beneficial for the brand and its consumer. We don't just create visually appealing creative, we help to find the audience that needs your product and develop communication that is close to them.

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Policy on the Processing of Personal Data

 

1. General Provisions

This Personal Data Processing Policy is drafted in accordance with the requirements of Federal Law No. 152-FZ dated July 27, 2006, “On Personal Data” (hereinafter referred to as the Personal Data Law) and defines the procedure for processing personal data and the measures taken to ensure the security of personal data by LLC “AISIU+” (hereinafter referred to as the Operator).

1.1. The Operator considers the observance of human and civil rights and freedoms during the processing of personal data, including the protection of the right to privacy, personal and family confidentiality, to be its primary objective and essential condition for carrying out its activities.

1.2. This Policy of the Operator regarding the processing of personal data (hereinafter – the Policy) applies to all information that the Operator may receive about visitors to the website .

2.9. Personal data made publicly available by the subject of personal data – personal data to which the subject has granted access to an unlimited number of persons by giving consent to the processing of personal data made publicly available, in accordance with the procedure established by the Personal Data Law (hereinafter – personal data made publicly available).

2.10. User – any visitor of the website.

7.2. The Operator is also entitled to send the User notifications about new products and services, special offers, and various events. The User may at any time opt out of receiving such informational messages by sending an email to the Operator at hello@icu.agency with the subject “Unsubscribe from notifications about new products, services, and special offers.”

7.3. Anonymized data of Users collected through web analytics services is used to gather information about User behavior on the website, improve the quality of the website, and enhance its content.

8. Legal Grounds for Personal Data Processing

8.1. The legal grounds for the processing of personal data by the Operator are:
– Federal Law “On Information, Information Technologies and Information Protection” No. 149-FZ dated July 27, 2006;
– federal laws and other regulatory legal acts in the field of personal data protection;
– the Users’ consent to the processing of their personal data, including the processing of personal data permitted for distribution.

8.2. The Operator processes the User’s personal data only if it is provided and/or submitted by the User voluntarily through special forms available on the website . By filling out the relevant forms and/or sending their personal data to the Operator, the User consents to this Policy.

8.3. The Operator processes anonymized data about the User if this is permitted in the User’s browser settings (such as enabling the storage of cookies and the use of JavaScript technology).

8.4. The personal data subject independently decides to provide their personal data and gives consent freely, by their own will, and in their own interest.

9. Conditions for Personal Data Processing

9.1. Personal data is processed with the consent of the personal data subject to the processing of their personal data.

9.2. The processing of personal data is necessary to achieve the purposes provided for by an international treaty of the Russian Federation or by law, as well as to fulfill the functions, powers, and duties imposed on the Operator by the legislation of the Russian Federation.

9.3. The processing of personal data is necessary for the administration of justice, the execution of a court decision, or the decision of another authority or official subject to execution in accordance with the legislation of the Russian Federation on enforcement proceedings.

9.4. The processing of personal data is necessary for the performance of a contract to which the personal data subject is a party, a beneficiary, or a guarantor, or for the conclusion of a contract at the initiative of the personal data subject or a contract under which the personal data subject will be a beneficiary or a guarantor.

9.5. The processing of personal data is necessary for the exercise of the rights and legitimate interests of the Operator or third parties, or for the achievement of socially significant goals, provided that this does not violate the rights and freedoms of the personal data subject.

9.6. Personal data is processed that has been made publicly available by the personal data subject or at their request (hereinafter – publicly available personal data).

9.7. Personal data is processed that is subject to publication or mandatory disclosure in accordance with federal law.
10. Procedure for the Collection, Storage, Transfer, and Other Types of Personal Data Processing

The security of personal data processed by the Operator is ensured through the implementation of legal, organizational, and technical measures necessary to fully comply with the requirements of current legislation in the field of personal data protection.

10.1. The Operator ensures the safekeeping of personal data and takes all possible measures to prevent unauthorized access to personal data.

10.2. The User’s personal data will never, under any circumstances, be transferred to third parties, except in cases related to the fulfillment of applicable legislation or if the personal data subject has given the Operator consent to transfer the data to a third party for the purpose of fulfilling obligations under a civil law contract.

10.3. If any inaccuracies in the personal data are identified, the User may update them independently by sending a notification to the Operator at the email address hello@icu.agency with the subject line “Personal Data Update.”

10.4. The period of personal data processing is determined by the achievement of the purposes for which the personal data was collected, unless a different period is specified by contract or applicable law. The User may withdraw their consent to the processing of personal data at any time by sending a notification to the Operator via email at hello@icu.agency with the subject line “Withdrawal of Consent to Personal Data Processing.”

10.5. All information collected by third-party services, including payment systems, communication tools, and other service providers, is stored and processed by those parties (Operators) in accordance with their own User Agreements and Privacy Policies. The personal data subject and/or User is solely responsible for reviewing such documents in a timely manner. The Operator is not responsible for the actions of third parties, including the service providers mentioned in this clause.

10.6. Any restrictions established by the personal data subject on the transfer (except access), processing, or conditions of processing (except access) of personal data permitted for distribution do not apply in cases where personal data is processed for state, public, or other socially significant interests as defined by the legislation of the Russian Federation.
10.7. The Operator ensures the confidentiality of personal data during processing.

10.8. The Operator stores personal data in a form that allows identification of the personal data subject for no longer than is necessary to achieve the purposes of personal data processing, unless a longer storage period is established by federal law or a contract to which the personal data subject is a party, beneficiary, or guarantor.

10.9. The grounds for termination of personal data processing may include the achievement of the processing purposes, the expiration of the data subject’s consent, the withdrawal of consent by the personal data subject, or the identification of unlawful processing of personal data.

11. List of Actions Performed by the Operator with Collected Personal Data

11.1. The Operator carries out the collection, recording, systematization, accumulation, storage, clarification (updating, modification), retrieval, use, transfer (distribution, provision, access), depersonalization, blocking, deletion, and destruction of personal data.

11.2. The Operator performs automated processing of personal data with the receipt and/or transfer of the obtained information via information and telecommunication networks or without such transfer.

12. Cross-Border Transfer of Personal Data

12.1. Before initiating the cross-border transfer of personal data, the Operator must ensure that the foreign country to which the data is to be transferred provides reliable protection of the rights of personal data subjects.

12.2. Cross-border transfer of personal data to foreign countries that do not meet the above requirements may only occur if there is written consent from the personal data subject for the cross-border transfer of their personal data and/or for the execution of a contract to which the personal data subject is a party.

13. Confidentiality of Personal Data

The Operator and other individuals who have access to personal data are obligated not to disclose or distribute personal data to third parties without the consent of the personal data subject, unless otherwise required by federal law.

14. Final Provisions

14.1. The User can obtain any clarifications regarding the processing of their personal data by contacting the Operator via email at hello@icu.agency.

14.2. Any changes to the Operator’s personal data processing policy will be reflected in this document. The Policy is valid indefinitely until replaced by a new version.

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