A Creative RIOT

Relevant, original and impactful: that's what my friend Creative Director Jim Mountjoy says that effective creative must be. With apologies to Jim, I have my own acronym because I think ROI is only 75 percent of the way there. Effective creative is a RIOT: relevant, impactful, original and true.

Let's say you are a personal injury attorney who represents the people. Do you think that a blue collar worker cares if you have "protected North Carolinians since 1975," or would a message like "fighting the system for you" resonate more? The first is chest-thumping, the second is more relevant.

A campaign we once did for Verbatim data storage products is a great "impactful" example. Everyone else in the industry was doing technical feature ads, but consumers told us they didn't care how the products were made, they wanted to know their data was safe. We took that relevant message and brought it to life. A comet streaks toward earth and a cartoon bubble from the planet says, "We may not live but at least the data will survive. Verbatim. Your best defense against data loss." Sales leads increased by more than 300 percent. Impactful? I think so.

Original is hard. How many times have you seen lame creative that steals from the successful "Got Milk?" creative? That doesn't mean you can't use things from popular culture in an original way. In a branding campaign I worked on for First Federal of Charleston, we took the Hal computer imagery from the movie "2001," turned it into an ATM, and let it be a surrogate for the big, impersonal banks.

Truth, however, is the most important element. What if you had an ad that said: "Remember when a small business had access to the bank president; when you could talk with a loan officer who understood your business and when the bank would actually send a courier to pick up your deposit? No? We don't either that's why..." Now, would you believe that ad from Bank of America? I don't think so. But from my client, the start-up Bank of Commerce, it is true and believable.

There you have it. Now, what's keeping you from starting a creative RIOT?

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.

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Google News Updated : Tue, 07 Oct 2008 02:49:07 GMT As Palin Brings Up Ayers, Obama Team Cites Keating - Washington Post Seattle Post Intelligencer As Palin Brings Up Ayers, Obama Team Cites Keating Washington Post - 31 minutes ago By Anne E. Kornblut and Michael Abramowitz The presidential campaign of Sen. Barack Obama for the first time criticized Sen. John McCain for his role in the "Keating Five" savings-and-loan scandal yesterday, saying the issue was fair game after a ... Video: AP Campaign Minute AssociatedPress McCain ready for combat in 2nd presidential debate USA Today Financial Times - Chicago Tribune - Los Angeles Times - The Associated Press all 4,559 news articles Publ.Date : Tue, 07 Oct 2008 02:17:08 GMT Three Europeans win the 2008 Nobel for medicine - International Herald Tribune Washington Post Three Europeans win the 2008 Nobel for medicine International Herald Tribune - 59 minutes ago By Lawrence K. Altman The Nobel Prize in Medicine was awarded Monday to three European scientists who discovered viruses behind two devastating illnesses, AIDS and cervical cancer. Aids and cervical cancer pioneers share Nobel award Financial Times Nobel Prize to HPV Researcher Highlights Importance of Cervical ... FOXBusiness The Associated Press - Summit Daily News - Forbes - AFP all 1,040 news articles Publ.Date : Tue, 07 Oct 2008 01:50:01 GMT Rays roll over White Sox, punch ticket to ALCS - Sports Network New York Daily News Rays roll over White Sox, punch ticket to ALCS Sports Network - 34 minutes ago Chicago, IL (Sports Network) - BJ Upton hit two solo homers, and the Tampa Bay Rays defeated the Chicago White Sox, 6-2, to clinch their first berth in an American League Championship Series in franchise history. White Sox eliminated from post-season with Game 4 loss to Rays The Canadian Press Rays Finish Off White Sox to Reach ALCS New York Times MLB.com - Chicago Tribune - Boston Globe - The Associated Press all 2,434 news articles Publ.Date : Tue, 07 Oct 2008 02:14:13 GMT Computer Chip to Monitor Teen Drivers - ABC News Vancouver Sun Computer Chip to Monitor Teen Drivers ABC News - 1 hour ago By LISA STARK, MATT HOSFORD and KATE BARRETT Car keys -- long perceived as the keys to teenagers' freedom -- may soon be the best way for parents to monitor their every move. Going Along on the Ride With Junior New York Times Ford: Key limits speed, stereo volume United Press International TheMustangNews.com - Edmunds.com/Inside Line - Computerworld - CNET News all 636 news articles Publ.Date : Tue, 07 Oct 2008 01:16:34 GMT Injury forces May-Treanor to sit out this 'Dancing' - USA Today Sioux City Journal Injury forces May-Treanor to sit out this 'Dancing' USA Today - 39 minutes ago By Bill Keveney, USA TODAY Two-time Olympic gold medalist Misty May-Treanor may be sidelined from ABC's Dancing With the Stars, but she says she won't let a leg injury suffered during rehearsals stop her from competing in beach volleyball. Misty May-Treanor drops out of ‘Dancing’ MSNBC May-Treanor vows torn achilles won't end her volleyball career ... ESPN E! Online - Portsmouth Herald News - BuddyTV - TMZ.com all 281 news articles Publ.Date : Tue, 07 Oct 2008 02:09:39 GMT China's Reputation On Product Safety Reaches a New Low - Washington Post Alaska Highway News China's Reputation On Product Safety Reaches a New Low Washington Post - 53 minutes ago By Blaine Harden Even Burma -- where one of the world's most repressive and isolated military governments relies on trade with China -- has now warned its people to steer clear of all Chinese dairy products. Video: No Traces of Melamine in New Test of Milk Powder AssociatedPress China vows overhaul of 'chaotic' milk industry The Associated Press Bernama - AllAfrica.com - International Herald Tribune - AFP all 1,384 news articles Publ.Date : Tue, 07 Oct 2008 01:55:33 GMT Plaxico Burress takes Giants to school with tired act - New York Daily News New York Daily News Plaxico Burress takes Giants to school with tired act New York Daily News - 38 minutes ago Plaxico Burress with his son after the Giants win Super Bowl 42. Burress will need to get his act together if the Giants are to repeat as champs. Burress Returns to Giants, With No Regrets New York Times Unapologetic Plaxico Burress returns to Giants The Associated Press The Star-Ledger - NJ.com - Hartford Courant - Rotowire - Newsday all 251 news articles Publ.Date : Tue, 07 Oct 2008 02:10:29 GMT RSS to Blog RSS Software

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