Idea is the crown jewel in advertising

By: Stuti Gupta

‘Big Idea’ is one of the first concepts we are introduced to, thanks to the Father of Advertising, David Ogilvy. He emphasised, “It takes a big idea to attract the attention of consumers and get them to buy your product.”

Ideation plays a crucial role in creating content with marketing intent. With the rise in brands competing in the same product categories and multiple agencies, Ogilvy as an advertising agency continues to stand out with their every advertisement.

One such recent ad by the agency was for Cadbury 5 Star. They conceptualised the idea of the brand, “Eat 5 Star. Do Nothing.”, into their campaign #5StarsEverywhere.

With the help of Ogilvy, the company launched the #5StarsEverywhere campaign, by merely changing their logo into a simplified graphic form of 5 stars, and claimed their presence across all apps. Now, every time any app asks for rating, they will promote 5 Star. Putting forward the notion that, while all other brands are spending a fortune on advertising during the festive season, their advertisers can plainly stand by what they preach, and Do Nothing, with a zero budget.

The change in logo further helped them to relate with the 5 Stars in the jersey of a notable team, Brazil, in FIFA World Cup. The 5 Stars seen in appliances like refrigerators continue to run a successful campaign.

There are many such noteworthy examples of how the agencies behind such brilliant ideation is the king and the idea is their crown jewel. Many agencies tirelessly put their blood, sweat and tears into developing such Big Idea, to penetrate through the clutter of advertisements, stand out, and become memorable.