英國廣告公司Mother12個測試:檢測一個創意是不是好創意

翻譯/emma

編輯/ sciascia @頂尖文案topys

來自英國廣告公司Mother內部創意測試小冊子,通過12個測試檢測一個創意是不是好創意,你的創意能一路通關嗎?


No 1.

The samurai intuition test

Listen to your instant emotional reaction to an idea. Notice what your gut says before your brain starts rationally constructing an opinion. Intuition is extremely powerful and frequently our initial gut reactions to an idea are correct – so use them. After all, a positive, emotional gut reaction to our comms is precisely what we want from our audience. The samurai believed that every decision, no matter how important, should be made within three breaths. What did you think of the idea after three breaths?

將軍直覺測試
重視你聽到這個創意的時候你當下的情感反應是什麽。在你腦子轉起來試圖捋順或組織這個創意之前,請先注意一下你肚子裏的直覺。直覺有著強大的力量並且在大部分時候,第一反應很正確,所以,好好利用你的直覺。一個積極的,富有情感的第一反應對我們來說正是我們想要從觀衆那獲取的東西。將軍們相信他們的每一個決定,不論多重要的,都應該在喘三口氣的時間內做決定。

No 2.
The Chinese meal test

Conversely, also pay attention to what sticks in your brain long after the meeting. Some ideas can be like a Chinese meal – filling at the time, but you’re hungry half an hour later.

Which ideas give you indigestion? Which ones won’t leave you alone? When you tell someone about the ideas, which ones do you remember most clearly? The reason why many people need to “sleep on it” after a presentation of ideas is that some distance helps you to discover which ideas refuse to be forgotten, and they are exactly the ones you want.

中國菜測試
相反的,同樣注意一下會議結束後還一直停在你腦海中的東西。
有些創意就像中國菜一樣,當時讓你覺得很飽,但你過一會就又餓了。
哪些創意會讓你消化不良?有哪些創意不總是揮之不去?當你要告訴別人什麽事情的時候,哪些在你腦海中印象最清晰?這也是有些人必須在陳述完創意後睡一覺起來後才來能決定這個創意好壞的原因,時間會幫助你發現那些過目不忘的創意,那些正是你要的創意。


No 3.
The irritation test
Does the idea piss you off?  Do you actively dislike it? Do you feel like there’s something wrong with it? Often it’s the ideas that at first make us really uncomfortable that are the true game changers. An idea that irritates, that rubs you up the wrong way, that seems like precisely the wrong way of answering the brief can be the most powerful and successful one you’ve got.



刺激測試

有沒有哪些創意會激怒你?你是真的不喜歡嗎?你是不是感覺他哪不對勁?通常來說,那些一開始讓大家不舒服的創意才是真正改變遊戲的。那個激怒你,從另一方面擦亮你的,那些看起來完全與brief背道而馳的創意,才是你那麽多創意裏最有力量最可能成功的。


No 4.
The fore head slap test
Truly great ideas can often be a “blinding glimpse of the obvious”. A simple truth, insight or observation delivered in an interesting way is always going to be more powerful than a complicated “clever” concept. Ideas like this invariably seem too obvious at first. But if everyone in the room is thinking “Surely someone must have done this before?” or “It’s been staring us in the face all along”, then you are onto something.

讓你拍腦門的測試
真正好的創意通常是瞎子都能看到的。一個簡單的真理,觀點或者是通過一個有意思的表達來說明觀察到的東西,比一個複雜的所謂聰明的概念要好。像這樣的創意一開始總是被認爲太顯而易見,但是如果這屋裏有人在想“以前肯定有人做過”,或者是“這創意似曾相識”,這也許是個好創意。


No 5.
The how are we going to cheat research to get this trough test
In an increasingly research-heavy industry, it can be tempting to make the top priority finding an idea that will “sail through research”. The problem is that if an idea is easy to research, then it is probably fitting an existing formula, and formulaic advertising is well… formulaic (remember that Seinfeld, Star Wars and the Beatles all bombed in research). If, however, your reaction to an idea is “How the hell are we going to test this?” then you may have your hands on something genuinely new and exciting.

在一個調查研究扮演越來越重要角色的行業,最優先找到創意的途徑可能會是在調查研究的沖浪中找到創意。問題是一個創意能簡單的靠調查研究得出,他也很可能適合一個已經存在的公式,大家都知道公式化的廣告...但如果,無論如何你對于一個創意的反應是,我們竟然能他媽的測試這個?那麽,也許你手上有一些巨新巨興奮的東西。


No 6.
The Chuck, Shag or Marry test

Creatives are a promiscuous bunch and can be guilty of falling in love with ideas that, whilst fun for a single execution, are only ever going to be that. Brand managers on the other hand can often help by looking for the long term idea. Would you take the idea home to meet the parents or is it just a one-night-stand? The best ideas should be ones that you’d be happy for your brand to be married to for years and years, not just a fling – however seductive they might seem.

一時玩玩還是婚姻測試
創意人員是一群私生活混亂的人,會愛上一個創意,卻僅僅是愛上了這個創意中的一個有趣的一個小點而自責,他們永遠都是會這樣。
從另一方面來說,有品牌經理可以經常在長遠創意上提供幫助。你願意把這個創意帶回家見父母嗎?還是只跟他一夜情?最好的創意應該是你願意讓他嫁給這個品牌並一年又一年幸福的生活著,他一定是很有吸引力的,但並不只是一時調情。


No 7.
The is it telling the truth or just not lying? test
Good ideas are honest and tell the truth in an unexpected and delightful way. The worst kind of marketing tells lies. In the middle, however, are all of the average ideas which, whilst not lying, often aren’t telling the truth either. Instead, they are just meaningless noise that will soon be forgotten. Remember that an ugly truth is often far more powerful than a beautiful lie. Is there an honest insight or truth at the heart of the idea? Is that truth being presented in a way that feels unexpected and surprising? If so, it could be great.

說的是真理還是僅僅是沒撒謊測試
好的創意總是用一種意想不到的令人愉悅的方法真誠的說出真理的。
最差的市場營銷是說謊;中等的都是一些一般的創意,不說謊,但通常也不說真相,這些通常都是沒什麽意義的也很容易被人們忘記的。請記住,就算一個很醜陋的真理也比一個很美的謊話更強大。你這個創意的核心是不是一個很真誠的觀點或真理?這個真理被用一種出人意料的方式表達出來了嗎?如果有,可能是個很好的創意。


No 8.
The Oh boy is Rover going to get it tonight test

Do you just like the idea or are you just envious of it? Are you intimidated by or jealous of the people that came up with it? Do you find yourself thinking “Bloody hell, I should be working for them”? Creatives talk about the “Kick the Dog” ideas – the ones that, when you hear about them, you go home and kick the dog in frustration that you didn’t come up with them. Does the idea make you think, “Man, I wish I’d come up with that”? If so, it’s probably pretty good.

你是真的喜歡這個創意還是只是嫉妒他?
你會感覺到威脅或者是嫉妒想到這個創意的人嗎?你有沒有發現你會想“去他媽的,我真應該想到這個的”?創意人員有時候會稱之爲“踢狗”創意,意思就是聽到這個創意回家後會很生氣的踢狗一腳,生氣爲什麽不是自己想到那個創意,如果有這種情況,這個創意很可能很棒。


No 9.
The Delete of forward test
If you were sent the ad by a friend would you e-mail it to your other friends?
Or would you not want to be the guy that sends round the average forwards? And if you wouldn’t forward the idea on, why should anyone else? Remember that “viral” isn’t a noun, it’s an adjective, and any truly good idea should be powerful enough to be passed around by it’s audience. If it isn’t, then it isn’t that good an idea,

到你這裏停止還是轉發下去測試
如果這個創意是你朋友發給你的,你願意轉發給別人嗎?
一般人不願意去傳播一個一般的東西,如果你不願意把這個創意傳播出去,別人也不會這麽做。記住“病毒”不是一個名詞,而是個動詞,並且一個真正好的創意是應該有足夠的力量吸引看到的人傳播出去的。如果不會,那他不是一個夠好的創意。



No 10.
The Camden market t-shirt test

Is it culture or is it just an ad? The best campaigns cross over from the world of marketing and become part of culture. Can you see the knock-off T-shirts that reference your campaign being sold at market stalls, the catchphrase being repeated in school yards or in the football stands, the conversations in bars, or the YouTube parodies? If not, then the ad is just an ad, and thus wallpaper.

小攤上的T恤衫測試
是一種文化還是僅僅是一個廣告?
最成功的廣告能在世界各地傳播並且成爲文化的一部分。你能看到賣的T恤上有引用你的廣告的部分嗎?你的標語有被不斷的重複嗎?可能是學校或者足球場上,酒吧聊天的談話中或者youtube上?如果沒有,這個廣告就只是個廣告,一張糊牆紙。


No 11.
The did it scare the straight man? test
If everyone in the room is comfortable with the idea, then it can’t be very good. If it doesn’t make the boss raise an eyebrow, doesn’t make your palms sweat at the prospect of presenting it on, or is too respectful of your product or brand, then it probably isn’t a good idea. The best ideas are scary, disrespectful and irreverent. They are honest about the relationship real consumers have with your brand, say something dangerous or provocative. This is what makes them famous and effective. If everyone’s comfortable, then the idea doesn’t have any edge.

如果房間裏的每個人都覺得這個創意很舒服,這創意肯定不怎麽樣。
如果不能讓老板眉頭皺起來,不能讓你在陳述的時候手心出汗,或者太是那個品牌或者産品期待的東西,不是好創意。最好的創意總是很嚇人,出人意料的,天馬行空的。敢于坦誠于你的産品(或品牌)和他的消費者的關系,可能是危險的或者是挑釁的。這樣才會讓這個品牌很有效快速的出名。如果對于這個創意,每個人都感覺舒服,那這個創意沒什麽意思。


No 12.

The Bill Hicks was wrong test

Will your wife and kids be proud of you for making the idea happen?
Will you be proud of yourself? Will you tell your friends that you’re responsible for the idea happening? If not, don’t buy it. The best ideas (marketing or not) enrich the world in some way. Does this? Bill Hicks once said that everyone who works in advertising or marketing should kill themselves as they are only making the world worse. 90% of advertising seems to prove him right. Does this idea prove him wrong?

比爾漢克斯錯了測試
你老婆孩子會爲你做了這個創意而驕傲嗎?
你會爲自己驕傲嗎?你爲向朋友炫耀你是這個創意的負責人嗎?如果不會,扔掉把。最好的創意會把世界變得豐富。比爾漢克斯曾經說過每個做廣告的或者做市場營銷的人都應該去自殺,應爲他們把世界變得更糟糕,90%的廣告證明他說的是對的,你這個創意能證明他說的是錯的嗎?


THE FINAL TEST

WOULD IT MAKE MY MOTHER PROUD?
最終測試,這個創意會讓我媽媽覺得驕傲嗎?


文中插圖來自插畫家JESÚS DEVIA。


來源:頂尖文案TOPYS