Kick-off advice
Kick-off advice is about coming up with the big idea for a communications campaign. We call it that because it's usually in an initial, kick-off meeting that the main idea for a campaign is discussed and agreed upon. This idea is incredibly important, as it informs the strategy and tactics for the rest of the campaign, and its quality often determines whether the campaign succeeds or fails.
Our recent work with one of our major clients is a good example of this. Our client needed an idea that presents its policies and information in an appealing way, allowing its employees throughout the world to speak with knowledge and authority. Our idea, which our client accepted enthusiastically, is a campaign called "You're the Expert", because this is what people often say when they ask an awkward question of employees ("Come on, what do you think? You're the expert.").
We're bringing it to life with a series of fictional films featuring an employee at a family dinner being confronted by all the most awkward questions he could be asked. Each question relates to an important topic, and each is asked by a different family member. This means that each topic is to a character, which helps to make it memorable. All the rest of the campaign collateral, including information cards, posters, facilitation notes and intranet material, is linked to the characters in the film.
