An insight is a clear, hidden from the superficial glance, simple truth, a thorough insight into the very essence of a problem or issue, the understanding of all hidden and secret desires and needs of the target audience. It's a great discovery in terms people we are addressing: a fresh look at unfilled needs, drivers or behavioral barriers. Using the exact insight, one can break the behavioral stereotypes and present the brand as the ideal way to solve the problem.
The big idea is a key linking element in the creative concept. The idea makes all the difference: scenario of a video or radio commercial, what will be shown in the key visual material, in what tonality the communication with the consumer will be carried out. The idea is expressed in one or two sentences that convey the essence and is developed in the campaign mechanics through different media and with the help of various communication tools.
The mechanics determines the way how the big creative idea will be communicated to consumers: what words and images will be used, what dramaturgic means or visual elements will be applied to convey the meaning. If we make a comparison, then the mechanics may be represented by a paroemia or a fable with all its characters and narration, and the big creative idea will be the moral of the fable.
The tools for the creative idea implementation may include any media channels, game involvement or any suitable methods of direct and lateral influence on the consumer. It is important to select the tools in such a way that the form of the message and its content could complement and strengthen each other.
One of the most efficient communication methods is an integrated advertising campaign, also known as "360 degree". It covers all relevant on-line and off-line communication channels for the target audience. Using the capabilities and expertise of various APG companies (media, production), we develop professional integrated solutions that allow us to achieve maximum effect.