Brands and agencies are always searching for the Big Idea. But how do they get there? First, I want to point out that, for me, the Big Idea isn’t always the only thing that matters. Sometimes, a Simple Idea is what solves all problems. I’ve even written that if a brand doesn’t do the basics, there’s no point in innovating. And it’s true. If the brand doesn’t have a functioning customer service center, how will it be exposed on social media, for example? It’s easy for the brand to “talk,” but what about when the user responds? Who will? If customer service doesn’t respond to emails or the toll-free number is weak, how will it interact with social media?
Planning Is the Real Foundation of the Big Idea
But how do we arrive at the Big Idea when necessary? First, it’s important to clarify that the foundation for a Big Idea is planning. It’s not about “pulling the wool over my eyes,” as I’m a planner, but by understanding that the Big Idea that solves the client’s problem is one that truly solves a problem—not just an award-winning idea. Agencies should forget about Cannes for a moment and focus on sales.
The Mercedes-Benz Smart Campaign: A Case Study
I remember a recent campaign at Tesla Agency, where I had the honor and pleasure of working for almost a year with some truly special people. We were working on a campaign to launch a new model of the Mercedes-Benz Smart (with a lowercase letter). The car has a serious problem: the lack of information about it. Those who know about it buy it; the problem is getting people to know about it. I teamed up with the creative and customer service team and came up with the Big Idea to solve one of the car’s biggest problems: it’s one of the safest cars in the world, but its size creates the opposite perception.
The Big Idea Took Work—Not Magic
The Big Idea really came. Something different, something interesting that wouldn’t grab people’s attention just because it was a “cool little campaign,” but rather simply but objectively demonstrate how safe the car is. But did this Big Idea arrive simply with the creation? Of course not. It took over 30 hours of research, including research at the dealership that sells the car the most in Brazil, analyzing the competitors’ and category’s communications, and international brand references. In short, it took a lot of research to arrive at the Big Idea. That’s where planning makes all the difference in finding a solution to the client’s problem, working together—and I emphasize working together—with the agency team.
Creativity Is Only Part of the Equation
The idea that a Big Idea comes from creative thinking is outdated. Creative thinking, of course, plays a fundamental role in providing (sorry for the redundancy) creativity to the message, but the foundation of planning, the “advice” from customer service—always important because it’s the one that touches the customer’s daily life—and the best media strategy are key factors for a Big Idea to be a success.
Don’t Underestimate the Power of Digital Media
Of course, we can’t forget about social media and search engine initiatives, as these two pillars of digital communication are becoming increasingly important with each passing day. Big ideas have a greater chance of spontaneously going viral than any TV commercial. Big ideas attract attention and encourage consumers to Google to learn more about the product.
The Big Idea Formula: Insight + Research + Strategy + Teamwork
In short, the Big Idea happens when the agency first understands the client’s problem. Then, everyone (agency and client) understands consumer behavior, deeply understanding who they are and why they buy. Third, comes research and strategy. With all of this in hand, the creative team has the foundation to find a creative, relevant, and differentiated solution—or rather, the Big Idea.
