Step 3: The Big Idea

The big idea I came up with is to get the consumer attention by creating an emotional advertising, I want the consumers to react to the message and actually to something about it. The idea distinguish a brand, endears it to the consumer, and motivates the consumer to run out and buy the brand or act on behalf of a social cause" (Advertising by Design, Robin Landa, pg. 67)For Toms company as I mentioned before has their existing campaign one for one buy a pair a shoes and give a pair of new shoes to a child in need. I want to slogan or yet the wording to become more stronger something that the consumer can relate to. For example Walk in Toms there is more of an impact. This means its a statement or fact I walk in Toms and I make a difference. To introduce the campaign it's better to introduce a second message so the consumer can be educated but later on just with Walk in Toms will be enough to understand or even make a clear statement.
" The idea is the unique thinking behind an ad or campaign, usually based on an emotional or functional benefit, or in brand spirit or style."(Advertising by Design, Robin Landa, pg. 67)