A few days ago, I wrote about the study that Jacob Goldenberg et. al. used to demonstrate the effectiveness of creativity templates. Goldenberg and his associates used several different methods to create and test ads. They found that six creativity templates – though not foolproof – consistently created better ads than alternative methods.
So what were the templates? Here they are. (Note: Some of the examples used come from the original article, others come from my experiences).
Template 1 – Pictorial Analogy – uses a picture to exemplify the product (or product attribute) in a compelling way. Two basic versions exist:
Version 1 – Replacement – in illustrating the complexity of warehouse management, we used a picture of a gumball machine filled with different colored gumballs. The picture “replaces” the warehouse and emphasizes the difficulty of getting the right inventory off the shelf and delivered to customers.
Version 2 – Extreme analogy – the picture represents something extreme about the product. For instance, running shoes that cushion the shock might be illustrated with landing gear on a space ship touching down on Mars.
Template 2 – Extreme Situation – creates an unrealistic situation to emphasize key attributes.
Version 1 – Absurd alternative – a security alarm ad shows a woman barking at intruders to scare them away. You don’t have to use our alarm system. You can always learn to bark like a dog – an absurd alternative.
Version 2 – Extreme attribute – exaggerate a product attribute to the absurd. To communicate that a Jeep can go anywhere, show it driving along the bottom of the ocean
Version 3 – Extreme worth – exaggerate the worth of a product feature to the absurd.
Template 3 – Consequences – illustrates the (exaggerated or extreme) consequences of using or not using the product.
Version 1 – Extreme consequences – at a B2B software company, we sent hammocks to a select group of CIOs to give them a place to relax after they bought our software.
Version 2 – Inverted consequences – we also sent straitjackets (real ones – very creepy) to another group of CIOs to show them how they would feel if they didn’t buy our software. Note: the straitjackets worked better.
Template 4 – Competition – the product (or attribute) is shown competing with a product from a completely different class
Version 1 – Attribute in competition – to illustrate the speed of a car, show it racing a bullet.
Version 2 – Worth in competition – not how it performs (speed) but how much it’s worth to you
Version 3 – Uncommon use – a young couple’s car breaks down. A friend offers to tow them but doesn’t have a towrope. They use the husband’s jeans as a towrope. An uncommon use that illustrates the product’s toughness.
Template 5 – Interactive Experiment – invites the viewer into an experiment which demonstrates the need for the product or service
Version 1 – Activation version – you actually engage in the experiment. For instance, you’re invited to scratch your head over a black patch in a magazine. If white flakes appear on the black patch, you need our dandruff shampoo
Version 2 – Imaginary experiment – well, imagine this …
Template 6 – Dimensionality Alteration — change the relationship between the product attribute and the environment.
Version 1 – New parameter – change an attribute in the environment to accentuate the product attribute. To accentuate the color of a shirt, create a photo in which everything is in black-and-white except the shirt.
Version 2 – Multiplication – multiply the product (or product attribute) and then compare it to something in the environment. Example: early Hyundai ads, where two Hyundais cost less than one entry-level Toyota.
Version 3 – Division – divide the product into component parts and compare them to each other and/or to the environment.
Version 4 – Time leap – present an ordinary scenario but make it interesting by shifting it to the past or future. A wife argues with her husband about why he cancelled the life insurance. Sounds ordinary, until you realize that it’s set in the future, when the husband is already dead.
Do these templates always work? Well…. no. But I can attest that they are more efficient and effective than classic brainstorming techniques where no answer is wrong and we throw everything on the white board to see what sticks. Go ahead, give ’em a try.