Creativity in Public Relations » turkcell http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Interview: Virgin Mobile Australia http://blogs.hillandknowlton.com/ryanpeal/2009/05/28/interview-virgin-mobile-australia/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/28/interview-virgin-mobile-australia/#comments Thu, 28 May 2009 01:20:31 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=599 My mission to speak with some of the smart marketers around the world today leads me down under to Australia, where I recently had a chance to speak with Chris Jones, head of acquisition marketing at Virgin Mobile Australia.  Chris is responsible for creating awareness of Virgin Mobile products and services, showcasing how they can make someone’s life better.  As with previous guests Chris tackled “5 Big Questions of Creativity.”  Here we go:

1.    Why is creativity important to your brand and business?  We operate in a competitive category where it’s easy to be drawn into price wars with the competition.  As a challenger brand operating with fewer resources we have to leverage the power of our ideas to gain cut through in a very crowded marketplace, and that’s where creativity is a major contributor of our success.  This becomes an even greater priority in light of the recent merger activities in the telco space.

2.    Where do you find creative ideas/thoughts for inspiration?  We look to understand the consumer’s mindset to understand what’s important or relevant to them right now.  With this as a foundation, we then try to generate ideas based on what we believe the consumer is open to accepting or wanting to hear at this point in time.  Listening to the customer in this way creates a platform from which strong ideas can make their way to the fore.

3.    What do you do to encourage/nurture creativity in your business/campaigns?  The pace of our business often makes this a difficult task.  We try to create an environment where employees feel empowered to take ownership of their campaigns.  In addition we really look to our agency partners to push us and push our thinking.  We’re not where we’d like to be with this yet but we’re moving in the right direction.

4.    Can you share an example of a creative campaign that really stuck with you, and why?  I am very impressed with Turkcell, a wireless provider in Turkey and their award winning efforts around gnctrkcll, a 15 million strong youth mobile club.  They’ve created a new revenue stream that adds value for their customers and for brand partners trying to reach their customers through the mobile phone as a platform.  The concept and campaign are very innovative and creative leveraging products & technologies that are widely available (ringback tones & their delivery platform) in a new way that better meets the needs of their consumers.

5.    Can you provide one short phrase or sentence of your definition of creativity:  the application of insights to deliver value for consumers

Virgin Mobile continues to be a force down under, and with Chris and the rest of his team leveraging creativity to its fullest, it’s easy to see why.

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