Deliver a Successful Campaign Message Using Creative Concept

By: Upik Rubiyanti – Creative Group Head of Fortune PR

“Developing creative concept is important because the same message, communicated to different types of audience, will need different types of approach. You will need a different creative approach when delivering the message to adults, teenagers, or even kids. A creative concept serves as a tool to deliver the campaign message effectively, based on the types of audience. The creative concept helps define the very core of your campaign message. It serves as a foundation for your campaign content, and summarize the major themes to be communicated to your target audience. It also shapes your audience’s emotion and response towards the campaign message. Developing a creative concept also allows PR to see how the campaign will work or not across different media channels, test out whether the creative concept will be appealing to the audience or not, and able to reach the target audience effectively by finding ideas that are relatable and emotionally moving.”