Not Everything Has To Be A Big Idea

Traditional advertising thinking will tell you that everything starts from one big idea. This huge, all encompassing idea will play out across channels and will feed all communications.

Whilst a brand needs a strong brand promise and vision, increasingly brands need to become more nible and agile to quickly react and repond to customers and trends.

People will not sit around and wait 1 or 2 years for you to develop your campaign. Especially in the world of Facebook and Twitter attention shifts easily. The  Durex ad below  is a great example of this.

In Germany there is currently a huge media hype around EHEC, a virus which potentially has contaminated vegetables on the German market. Within days Durex created an ad which plays into this hype, while still delivering on the overall brand promise (a fun, cheeky brand, but the product offers protection).

No weeks of delibarating, brainstorming, a time consuming sign off process and approval by community. A simple idea, quickly executed. And it’s spreading like wild fire. Let’s hope the EHEC virus is not as successful!

What do you think? Should Durex keep up the good work? (see what I did there?)