Share Post:

Share on facebook
Share on whatsapp
Share on twitter
Share on email
Creative concepts development

What is a Creative Concept?

creative concept is an overarching “Big Idea” that captures audience interest, influences their emotional response and inspires them to take action. Typically, the creative concept is embodied in a headlinetagline and a key visual. Successful creative concepts are distinctive, memorable, unifying and relevant. Some examples include: Nike’s “Just Do It” campaign, the “Got Milk?” campaign and the Red Ribbon Campaign.

Creative concepts are based on the communication strategy and creative brief. This ensures that concepts are informed by a strong understanding of the situation, the audience, the channels that will be used, the objectives the campaign seeks to reach and the benefits the audience will respond to. The creative team develops multiple creative concepts based on this information and then concept tests them to determine which one resonates best with the audience.

49048180 creative concept
creative concept

Why Develop a Creative Concept?

In today’s busy and constantly changing communication environment, social and behavior change communication (SBCC) must be creative and strategic to compete with commercial advertising and capture the audience’s attention. The creative concept shapes the core of the SBCC campaign, which helps create consistency across messages and materials. Developing creative concepts is also important because it allows the team to:

Test which benefit is most appealing to the audience

See how the campaign will work (or not) across multiple media channels

Identify an idea that ties the whole campaign together

Reach the audience more effectively by finding ‘big ideas’ that resonate with them  

creative concept banner lightbulb brain icons decor 6833813

When Should the Creative Concept Be Developed?

The creative brief marks the beginning of the creative process and acts as a “creative contract” agreed upon by all partners. The creative brief provides a road map for developing the creative concepts. Materials and activities are developed based on the winning creative concept. 

Subscribe To Our Newsletter

Hear about the latest features, news and blog articles from
Adlatworld. No spam, promise.

Stay Connected

More Updates

web design promo

This web design promo by Adlatworld is aimed at helping more Nigerian businesses get their websites online fast, easy, and at a ridiculous high discount.

Read More »

Web Design In Nigeria

We provide professional web design services in Nigeria. Let our Web Designing Services make a powerful website that serves as a resourceful platform for your business.

Read More »

We help businesses grow through smart online presences

We are a creative web design agency in Ogun state Nigeria focused on growing businesses through carefully built online solutions that are centered around conversions and customer satisfaction.

Digital Marketing

Why work with us?

Quick and easy​

No more projects that run for months with no result in sight. Our process is optimized so you won't waste time or costs.

Grow your revenue

Forget about websites/Design that just sit there. Our work is result driven, increasing your revenue by optimizing conversions.

Get the right clients

We outline your business information in a clear and professional way, leaving you with the clients you want (and deserve).

Need To Discuss With Us?