Creativity permeates everything and everyone. The end product of a good idea comes from the mind of someone who puts neurons to work to solve a problem and continues despite stumbling more than once.
In advertising, design and creative marketing we have to innovate with groundbreaking proposals that add value and lead to a useful result. Otherwise, we fall into the sterile terrain of the repetition of concepts that result in that disappointing sensation of cloning, involuntary in most cases.
The driving force behind practical ideas is fueled by passion and motivation. As human beings we are distinguished by the innate mental capacity to recreate, to assume the other’s point of view, to play with the mind. We try to stimulate the imagination based on a problem and apply the result. There we find creativity.
Stages of the creative moment
The spark of the idea comes with work. Getting lost in a problem and turning it almost into an obsession is the first phase in the search for the long-awaited “ eureka! ”. You push your rational side to the limit in a second stage, from frustration when hitting the blockade wall. You still can’t connect the thought and ideas that lead to enlightenment.
In the third stage, incubation, is where you put the subconscious day and night to mature the problem while you continue your day to day.
The creative idea arises when you are not focused on the subject, but when your head flies with another activity. There you reach that fourth stage, of enlightenment. It comes out of nowhere when you least expect it while your brain is distracted with other activities. Point to the subconscious.
Some say that it appears while they sweat to lower their running times, others in the shower, in a cafe, and there are those who solve the problem in their dreams. The creative connection does not understand universal laws.
When you convert your idea and take it into action, you complete the last stage with a useful proposal.
Creative Marketing: What If It Doesn’t Sell?
What good would a creative proposal be if it doesn’t sell? There are spectacular advertisements that bristle the skin even if they fail to sell. They leave a good taste in the mouth but we do not remember the brand and sometimes not even the product. They are memorable only for their artistic workmanship.
It is not about filling shelves with prizes or about adding to the portfolio with an outstanding project. We talk about selling solutions and taking pride in it.
Taken into the field of marketing, we consider the objectives and the budget. Ideas for creative marketing appear, another story is that they are framed with the times, the client’s values and the budget. What a challenge.
Creativity, a key piece in experiential marketing
Imagine that you open one of the magazines you read regularly and come across an ad whose headline literally invites you to piss on it. And not only does he invite you to it, but in return, he promises you a possible new life. What would you do? Perhaps some of you have already felt like urinating on a specific ad but in this case, we are talking about something very different. Its advertiser, how could it be otherwise, is IKEA. Are we facing groundbreaking creative advertising based on experiential marketing or is your need to provoke emotions and generate experiences for your customers getting out of hand?
Experienced marketing taken to the extreme
Let’s go by parts. First of all, you should know that you will not be able to indulge in doing it (piss on a magazine ad) in our country since it is an IKEA Sweden campaign devised by the Åkestam Holst agency and that has only been launched in That country.
Most surprising of all is that, in a world dominated by digital communications, an offline communication medium has been chosen for its development. And this has been Amelia magazine, one of the most popular among the Swedish female audience.
Its graphic is simple: in addition to the impressive headline / invitation, there is an image of a crib with its price next to it (be careful! Because this information is important). At the bottom of the graph there is a blank space in which they invite you to “deposit your pee”. This space contains a material that is sensitive to the hormone hGC (the hormone that a woman produces when she is carrying an embryo), functioning as a pregnancy test.
More practical than it seems
Now surely you are already understanding the game raised in this creative action. Indeed, if you are a woman and you decide to “piss in the indicated part following the instructions” two things can happen: that you are not pregnant and that your life does not change, or that you are and you start that new life promised in the headline.
But how is the positive result of this particular pregnancy test shown? Well, a second price of the crib appears as if by magic, in this case, in red and reduced compared to the original. The final resolution is brilliant.
In short, IKEA wants to be part of the most special moments of your life, therefore, it not only promises to apply a discount on cribs if you are pregnant but also relives with you the unique moment in which you heard the news. Or who knows if any woman finds out about his condition right now? If so, it would be to always remember!