Are you still stuck sending out press releases on that new executive hire? Or prepping for a new product launch with a stock photo and a couple of lines of text? Communications can often feel that it’s a function which is devoid of creativity. With this post, I wanted to inspire you to think that creativity is possible, even on the tightest of budgets. All you need is insights into your audience, imagination, and the bravery to try something new!
Creativity and Technology
I want to share a couple of technology-related ideas and concepts from big brands. One is as cheap as you can imagine (thank you Wendy’s), and another is more expensive, but also shows how new tech can bring life to a very old product.
First up is Wendy’s Fortnite. Watch the video below to see how a simple creative idea can result in a major impact.
The second concept I wanted to share is from Lego. Lego is a brand which is 87 years old. The product is known by kids and adults worldwide. And yet the brand is trying a host of new technologies to change hold children (and adults) play with the products.
One new concept they’ve launched is Hidden Side. This theme is all about ghosts! What have the good people at Lego done? They’re using augmented reality through an app on our phones to transform how we both look at our lego sets, and play with them. Creating a gaming app certainly isn’t a cheap option, but it does make me think about how new tech can give any brand and its engagement a new lease of life. Have a look at the below video to get an idea of how these new Lego sets change the concept of gameplay.
Creativity for PR Stunts
I do love a good PR stunt. They’re a simple way to garner lots of headlines, and also make a wider point about the brand/product and why it is so special. And PR stunts can be both creative and low-cost. Here’s one from Huawei, which has become a master of both PR stunts and trolling its rivals on their areas of relative weakness. Watch what they did to Apple recently. As an iPhone owner, I wish I was in that line.
Creativity in Film-Making
If you have the budget, and are looking to win over hearts and minds in the long-term or tackle a big issue, then film-making is the way to go. I’m talking here YouTube series, television or streaming services here. Two recent examples reminded me how powerful film-making can be. The first was for the new Dora movie. Whilst I’m not a Dora fan (my daughter is), the sight of a group of four teenage girls dancing to the music and following all the twists and turns brought to life how a well-crafted idea can create millions of fans and also open their minds to new concepts (I don’t think anything/anyone has done as much to promote Spanish to the English-speaking world as Dora).
The second piece of content I saw which brought home to me how powerful film-making can be to tackle big issues was Sacred Games, a fictional story about Mumbai’s gangsters and a plot to transform India. There’s a lynching scene which addresses the issue of religion and hatred in India. The scene is brilliantly shot, and has driven debate on race relations in India today in a way that no brand could do. Have a look at the scene below (it is graphic).
I hope these creative ideas have inspired you as to what you can do to liven up your approach to comms and public relations. Whether you have no budget, or an ATM in your office, there’s lots you can do to get people excited and engaged. So, what are you waiting for?