The Big Idea

"When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience. During brainstorming, once you identify a frame, a change of frame can be very useful. Changing a frame allows you to explore possibilities, to imagine what a brand or organization could be beyond its current personality or how it is commonly perceived." Chapter 3, Page 35. The big idea, or the concept for this campaign is to portray how effective, sleek, surprising, and low cost this car is. Displaying its key and important features with another shared experience of the need of a car in everyday life. The KIA Soul is convenient to most drivers (who drive on pavement most of their life) and open to your personal taste and preferences. While passing the information of the car to consumers, the ad is making to humorous connection between picking out the right car and the right partner. "A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." Chapter 5, Page 68. To attract costumers, the ad will have a familiar and recognizable setting with the unique design of the campaign and association to the brand itself. The need for emotional attachment. Something that is thrilling, reliable, memorable, and a representation of you. The need for emotional attachments isn't just on holidays but something part of our DNA. "To simply place an ad conceived for print in mobile media is not enough. One must understand what each medium can do and do well and what people want on that platform or device." Chapter 4, Page 49A car is not only a form of transportation, but something that is there for you throughout your lifetime. The average person goes through five cars in their lifetime, yet buying the right car can contradict that statistic."The ideas we generate will have to use media to build relationships and dialogue with people, allowing two-way conversations, offering utilities, with the understanding that each advertising message is an invited guest who can be tossed out at any moment if he or she does not bring something useful to the table." Chapter 4, Page 49

Sources:
 Advertising by Design, by Robina Landa