What happens when you see a great creative idea? Can you recognise it for what it is worth? Do you turn away? Do you get shivers, goosebumps or sweats? Does it make you smile or gasp? Any or all of these reactions (or more) indicate that an idea will deliver on the "Yelp of Surprise and Delight" that I discuss in the P-L-A-Y framework.
But, of course, the challenge is not just in the conception of such an idea. It must also follow-through in the execution. For TV that means, a myriad of challenges — setting, casting, script etc. For digital this is magnified — call to action, availability, timing …
Kathryn Schlieben has provided a great demonstration of how this can play out, with this video aimed at attracting the next Gordon Ramsay to the Caterer.com job portal (specialising in hospitality employment).
To deliver a knockout in terms of RESULTS for your brand, it is important to bring all this together in a unified, yet flexible strategy. The P-L-A-Y framework is definitely at work here … can you see the elements? And gasp! I certainly did.
And in an even more recent example, Calvin Klein is setting the advertising world alight with their latest campaign. http://news.uk.msn.com/Article.aspx?cp-documentid=9140315
This ad illicits a whole different kind of yelp and the major US broadcasters have already banned it. But…will the controversy actually get people into stores for a whiff?