IDEA Challenge - The Brief
Posted on April 18, 2008 - Filed Under IDEA Challenge
As promised, here’s the brief for the IDEA Challenge. You can also download it here.
What can I say? I like to keep an idea brief … well, brief. It’s going to be a lot of fun figuring this out. Happy thinking!
- Christian
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12 Responses to “IDEA Challenge - The Brief”
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[…] sure, but I think the owner of the blog works for Taxi agency and they are brainstorming on some new ideas for Telus. Contribute and he might invite you to a […]
i was thinking you should totally try and market how to make mental illnesses less taboo…marketing from a public health perspective…huh??? think about it!!!
but i suppose telus wouldnt like that.
LB,
Yeah, it’s a different topic entirely. But something to consider for the next problem that we tackle.
I think you should set up a kick-ass Telus display, then get a shotgun and start shooting it wildly in the air. Then, when all the police, fire and ambulance personnel some to see what the hubbub is, they’ll see you’re awesome display. I’m sure you’ll make it on the news as well.
curious to see how you integrate zach with the telus brand. braff doesn’t come off as the alpha male or the cool kid or the funny guy.
anxiously waiting to see what you’ve got planned.
Have you tried a truckside campaign? Get creative on the side of the truck. get the people involved with a call to action with answers on the truck. Get a buzz going.
Why not try something DIFFERENT. My suggestion would be to try something like the “Amazing Hunt” a play off the Amazing Race.
Example: Find a or companies that can provide multiple levels of alternative media bus shelters, banners, sms text, truckside, mobile, downtown banners, website, etc…
Intorducing the “Amazing Hunt” concept.
It could start with a Truckside campaign (truckside advertising is becoming huge now that companies can track, meassure the media, provide coverage maps, POP, CPM etc…) The truck(s) would have a message, clue, or hint that will drive people to a website to get the next clue which would allow the advertiser to meassure the traffic. Once at the company website, they will enter in the code that was displayed, or answer the the question with the clue that was provided at which time they will get the next clue. This clue would then drive them to find a bus shelter(s). Once they find the Bus Shelter(s) they can use the phone to SMS text in the code to reveal the next code to get the next clue, which will then drive them to the next location, so on and so on….
For the first 1,000 people, or whatever number they would qualify to win major prizes.
Promote the contest on Radio and really get the buzz going.
Anyway, you asked for a WILD and Crazy suggestion there you have it.
Thanks for the posting.
Loat,
Nice. Despite harsh firearms penalties in Toronto, I think you have a good idea. But it’s a good idea to create a large unannounced buzz event (maybe not shooting stuff) and get on the news.
Sunny,
Zach Braff is a funny everyman. Kind of like a Michael Cera. Not too flashy/cool, but relaxed, hip, approachable and friendly.
Neil,
Honestly, I don’t really know what a truckside campaign is. Do you have more details? Maybe a link of an example?
Here is another crazy suggestion, OK I truth, never sleep!!
How about this… again create a BUZZ, or even a Panic amoungst people in the City. Keep the campaign very low key so the media (TV news and Radio) picks up on it as well…
It starts with getting a bunch of alternative media, Trucks, Shelters, Banners, Digital Screens, etc. with a simple and Direct message like this…
JUNE 28, 2008 Look up!
With a big BOLD arrow pointing up to the sky.
Everyone will be wondering what is going to happen on that date. Run the campaign well in advance to possibly create some buzz on the radio or news as to what is going to happen on that date….
When the date rolls around, have an aerial component with a large format banner flying around the City limits with the lauch of the product.
Office buzz, people will be talking about what they think is going to happen on that date, etc.. it would be awesome !!
Christian
Here is a brief description:
Truck side Advertising is a new and
improved outdoor media. This method of
advertising will reach your target audience more effectively than any of the traditional media.
Our Fleet of vehicles gives you coverage of Ontario as well as other
regions throughout Canada and the U.S.
We have also equipped the trucks with a GPS device that will allow not
only us, but your company to track the vehicle via a secure website to
make sure it is hitting the areas you want to target via a map. In
addition with a software developed by MISA, we are able to give you the
DEC (Daily Effective Circulation) for each Truck, giving you a CPM (Cost per Thousand).
This type of transparency and accountability in the truck side media business
has been un-heard of till now in the GTA. We also provide PROOF OF
POSTING to show you the ad has been posted on the vehicle. I have sent you an email with pictures of the coverage you can get from this mode of advertising. Jason has a point, make a buzz.
Jason,
I love your enthusiasm. With regards to your “Amazing Hunt” concept, it sounds really cool. I’m a huge fan of ARGs or “Alternate Reality Games”. It probably sounds really nerdy/cheesy, but it’s so cool when are able to interact with a storyline in real life.
I think another element we could even add to that concept is something called “Geo Caching”. The clues could be situated at specific coordinates and people could track it there with the GPS on their BlackBerry’s.
And with your “Look Up” idea, quite frankly, I love it. It’s different. It’s a stunt. It will get people talking. I really like the fact that you would have to tease the campaign as well in order to really get the buzz going. Kind of feels like the promotions for Cloverfield.
Neil,
Thanks for the head’s up on what Truck Side advertising is. It’s always cool to hear about alternative media, especially if its trackable.
I really, really like Jason’s idea about the arrow pointing up to the sky…very engaging and inticing, it would receive lots of buzz and create city-wide curiosity amongst consumers. Just one question, how would you have it appeal to the specific target market so as to ensure that they are definately the ones to be looking up on a given date during a given time when they are supposedly available…and how would you track the results?