It’s the Creative, Man.
Does having great creative really matter anymore? Or — do we all believe that as long as your SEO is properly O’d and your mobile is accurately geo–fenced – the creative message doesn’t really make a difference? You might think ad agency folks would be the first ones to tell you that without great creative, your message won’t get noticed, regardless of the media plan. But we’re realists – we know that big budgets buy big impressions, and while that may not drive your brand to become a brand of choice, it can certainly make it a brand of consideration. But that’s where great creative can make all the difference – by turning impressions from numbers on an excel sheet to deeper, more meaningful impressions in a person’s psyche. Great creative sticks in the hearts and minds of your consumers. It creates a feeling. By contrast, properly placed functional impressions remind consumers, keep your name on their lips, but never in their hearts. It’s the difference between a silly jingle you can’t get out of your head, and a YouTube video so spot-on and personal that you shared it with your brother two states away. Which brand will you lean toward at point of purchase?
Don't get me wrong, all campaigns need science; optimizing placement and analytics is paramount – if the right people don’t see the right message at the right time, you’re asking to fail. But we can’t forget about the power of art. Here’s a fun example: The Grateful Dead recently played a few reunion shows in Chicago. One of our clients, Adler Planetarium, was offering discounted entry when you showed your Dead ticket. They tweeted the offer and lo and behold, the Dead re-tweeted Adler’s tweet with a fun little note of their own: “Space is freaking awesome!” Great line, right? Very Deadhead-ish. Well it just so happens to be the tagline we created for the client, which was featured prominently around town in our campaign. A simple re-tweet would have been great for the Adler brand. But clearly, The Dead had seen the work and incorporated our tagline into their tweet. So what stands out more – a nice offer from the local planetarium, or “Space is freaking awesome!” from the Dead themselves, with the offer attached? Even further, would the Dead have been compelled to re-tweet had they not been exposed to the “awesome” creative that was plastered all over town during their Chicago stay? We can’t say for sure, but when you get one of the world’s most iconic bands to tweet your tagline, it’s more than just SEO.