Straplines

I had a gander at the reading list we were given last week, Ive taken 4 of them out to help me create a interesting ad campaign for de-icer.


-hey whipple, squeeze this, by Luke Sullivan
-The fundamentals of creative advertising, by Ken Burtenshaw
-Guerrilla Advertising, by Gavin Lucas
-Creative Advertising by Mario Pricken


While looking through Mario Pricken's book I came across a list of areas in which a ad campaign could fall into. 


-Compare and contrast (before/after)
-Repetition and accumulation
-Exaggeration
-Turn it around -> Doing the opposite of what people expect/surprise.
-Omission and suggestion -> the fact of some information missing means the consumer gets involved, forcing them to play an active role, sometimes this is unaware from a consumers point of view.
-Paradoxes and optical illusions
-Provocation and shock tactics.


So far in this project we have just been creating general ideas for the ad, we now need to open up into one area. We have chosen our three most strongest ideas which we pitched in front of the class today, we also had to start thinking of straplines or headlines. 


Hear are Some examples of good strong straplines..

The ideas we currently have are..


-SHOCKING
> "Spray now.. your life depends on it"
> "De-Die"
> "One spray is all we need"


-FUN 
>"The Blue star effect"
very similar to the Lynx Effect, aimed at young males/boy racers


PLAYFUL/TURN IT AROUND
>"I am not a de-icer"
Converting the obvious.


The rest of the group agreed that the 'I am not a de-icer' was the best campaign to run with. There are so many options to expand with this campaign. We now need to develop this idea into a five part campaign, which must consist a range of media use.