original thinking

So what is innovation? Innovation can be defined as a creation, a product of the mind or a new way of doing something that has been done before, within advertising innovative ideas are always valued. Over time brands can often blend in and become part of ‘the clutter’, we see countless advertisements that use the same type of music, images and overall campaign strategy that it can be hard to differentiate between brands.

 With the development of new technology and more freedom for brands to be braver and outrageous it is easier for brands to stand out, but when all these different brands are trying to come out of the clutter and get noticed. Virgin are a brand that have really separated themselves from any other bland like them, they have approached audiences in such a unique way that everybody, whether they are customers or not will be able to describe Virgin in a similar way, looking at their newest advertisement for Virgin Atlantic we can see how they have managed to portray themselves so differently:

The newest virgin ad shows Virgin Atlantic to be not just the average air lines but a sexy, sophisticated and unique air line. However the Australian comedian Pam-Ann has used this basis of the Virgin Atlantic to promote her new series in Australia, this was because of the relationship she has with British Airways, participating a online mini series.

However, Virgin is not the only brand to use creativity in order to promote their brand, T-mobile, with their dancing/singing and Sony with the bouncing balls, just recently Google Chrome popped up on my friends laptop asking her to download it and instead of having the option no it said stop bugging me, although only a small change showed innovation and shows a way of doing things differently.

Another example is The People’s Super Market on Channel Four where Arthur Potts Dawson documents his attempt to start up a super market and during episode two attempts to advertise on a small budget so they decided to paint arrows from their nearest Tesco store to their own store, this saved them a lot of money and worked as that day the number of people registered as customers had doubled showing that being innovative really pays off. However the government did almost charge him £2,500 fine for every arrow as a result he had to remove them himself  so, although they didn’t stay around for long, the arrows did the job and attracted people in an unusual way. The video is avaliable on 4OD.