Advertising Campaign Concepts

An advertising campaign concept is a strong enough idea to support a whole campaign of different ads, each of which will still need their own individual concept.

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What to look for in a campaign concept? (The key to campaign concepts?)

 

• Longevity potential - a strong concept stimulates endless iterations and the resulting campaigns can last years. The advantage of longevity is the impact of repetition. The audience already has an experience, which the new ad in the campaign then triggers. This way it’s far more likely to achieve its objective.

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Considerations for campaign concepts

 

• Vision – an advertising campaign relies on an idea that changes the way people think. It requires both creative and critical skills to analyse the market and target audience, and then figure out the message that will appeal to them.
   

• Positioning – what are your competitors doing? As every other competitor is also advertising, a brand needs a bold campaign concept to differentiate themselves and establish a market position that can be seized and - through repeated claiming - owned. 

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