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Jason Dunstone
 
<ul><li>How long have you had this bad habit? </li></ul><ul><li>How long have you been trying to break it? </li></ul><ul><...
<ul><li>“ Bad habits are like a comfortable bed, easy to get into, but hard to get out of” </li></ul>
 
 
So what makes good social advertising?
 
Creativity
<ul><li>– noun </li></ul><ul><li>the state or quality of being creative. </li></ul><ul><li>the ability to transcend tradit...
No. 5, 1948  Jackson Pollock Sold for $140,000,000 Nov 2 2006
Watch the creativity trap
Substance Boldness
 
Relevance is king
<ul><li>Strategic planning </li></ul><ul><li>Digital strategy </li></ul><ul><li>Creative development </li></ul><ul><li>Med...
 
Clarity
Get to the point
 
 
Commitment
It’s not easy
 
 
 
 
So where does research fit?
Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the w...
 
 
<ul><li>Illumination </li></ul><ul><ul><li>“ Inspiration and guidance” </li></ul></ul><ul><li>Testing </li></ul><ul><ul><l...
<ul><li>“ We all have a tendency to use research as a drunkard uses a lamppost - for support, but not for illumination” Da...
www.alcohol.sa.gov.au
Illumination <ul><li>December 2007 </li></ul><ul><li>Objective: </li></ul><ul><li>“ To gain a clear psychological profile ...
<ul><li>January 2008 </li></ul><ul><li>Objective: </li></ul><ul><li>“ To test four potential advertising concepts includin...
<ul><li>May 2008 - March 2009 ...... </li></ul><ul><li>Objective: </li></ul><ul><li>“ To monitor the campaign including ge...
&quot;If a tree falls in a forest and no one is around  to hear it, does it make a sound?&quot;
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Creating social marketing that engages and empowers

Jason Dunstone's presentation at the AMI's Breakfast Seminar 'Creating social marketing that engages and empowers' on 22 July 2009.

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Creating social marketing that engages and empowers

  1. 1. Jason Dunstone
  2. 3. <ul><li>How long have you had this bad habit? </li></ul><ul><li>How long have you been trying to break it? </li></ul><ul><li>How many people have told you to stop it? </li></ul><ul><li>How often have they nagged you? </li></ul><ul><li>Why don’t you listen? </li></ul>
  3. 4. <ul><li>“ Bad habits are like a comfortable bed, easy to get into, but hard to get out of” </li></ul>
  4. 7. So what makes good social advertising?
  5. 9. Creativity
  6. 10. <ul><li>– noun </li></ul><ul><li>the state or quality of being creative. </li></ul><ul><li>the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination: the need for creativity in modern industry; creativity in the performing arts. </li></ul><ul><li>the process by which one utilises creative ability </li></ul><ul><li>www.dictionary.com </li></ul>Cre⋅a⋅tiv⋅i⋅ty
  7. 11. No. 5, 1948 Jackson Pollock Sold for $140,000,000 Nov 2 2006
  8. 12. Watch the creativity trap
  9. 13. Substance Boldness
  10. 15. Relevance is king
  11. 16. <ul><li>Strategic planning </li></ul><ul><li>Digital strategy </li></ul><ul><li>Creative development </li></ul><ul><li>Media planning </li></ul>
  12. 18. Clarity
  13. 19. Get to the point
  14. 22. Commitment
  15. 23. It’s not easy
  16. 28. So where does research fit?
  17. 29. Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance. At its core, great research should minimise boring and pointless advertising.
  18. 32. <ul><li>Illumination </li></ul><ul><ul><li>“ Inspiration and guidance” </li></ul></ul><ul><li>Testing </li></ul><ul><ul><li>“ Confidence and direction” </li></ul></ul><ul><li>Monitoring </li></ul><ul><li>“ Impact and opportunities” </li></ul>
  19. 33. <ul><li>“ We all have a tendency to use research as a drunkard uses a lamppost - for support, but not for illumination” David Ogilvy </li></ul>
  20. 34. www.alcohol.sa.gov.au
  21. 35. Illumination <ul><li>December 2007 </li></ul><ul><li>Objective: </li></ul><ul><li>“ To gain a clear psychological profile of the target group, which includes understanding of their knowledge, attitudes and behaviours related to excessive alcohol consumption” </li></ul>
  22. 36. <ul><li>January 2008 </li></ul><ul><li>Objective: </li></ul><ul><li>“ To test four potential advertising concepts including message take-out, believability of message, potential target audience, overall impact and potential to alter behaviour towards drinking alcohol” </li></ul>Testing
  23. 37. <ul><li>May 2008 - March 2009 ...... </li></ul><ul><li>Objective: </li></ul><ul><li>“ To monitor the campaign including general attitudes, level of alcohol consumption, information recall, advertising recall and associated indicators” </li></ul>Monitoring
  24. 38. &quot;If a tree falls in a forest and no one is around to hear it, does it make a sound?&quot;

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