Recall an ad that you last saw. It could be an ad about that new beauty salon in town or the latest hair treatment solution for men above 60.
Chances are, the ideas would all start to look the same.
The good news is, there is a powerful advertising technique that allows you to discover new sources of ideas and draw attention in a stimulating way to your next ad campaign. This is where provocation can make a whole world of difference between an impactful campaign and a mediocre one.
When brainstorming thought-provoking ideas with your team, think about all the negative things about your product. Do your consumers have doubts, frustration or anger that they want to release? What are some of the unthinkable things that people would say about your product? The goal of this exercise is to drum up emotions which would help engage your team into a heated debate using provocation as a basis for new ideas.
Here’s a checklist of questions that will give you and your team the right foundation to stir up some controversy and thus paving the way for new, innovative ideas:
- What would be shocking, surprising or humorous in association with your product or ad campaign?
- How could you make your ideas controversial (Could it be breaking a taboo? Or addressing a social issue)?
- What would a child think or feel about the ideas in your ad?
- What unthinkable things would you not do with your product?
- Who might be offended or horrified by your ideas? How would people react?
- How would your product cause damage, and to what extent?
- If you could break a rule in the words you use, what would you say (E.g. Shit! Darn! Son-of-a-Gun! etc.)?