Summary of Day 3 Presenttation

Thanks for those who have come for the presentation today. The things I mentioned yesterday still applies today. Furthermore, you need to know that advertising is not about normal talk, it's about making something stunningly good so that people will look at it and talk about it. So the words (copy) and images that you use in your ad should give these response. Make the viewers 刮目相看 is the key.
Here are the summaries of my comments today:

Yahoo Auction (K & Wang)
Stick to your RoA (Online shopping is interesting), then you should aim to get the right response, if not, you will know it's not working. Insight is good, unexpected linkage. Visual reference is good, please try your best to show us the surprise or what's interesting in your ads.

Yahoo Auction (Shan-shan's group)
The usp and insihts are good. But the response of your ads in most media do not tally. We simply cannot know what you are talking about with the $100 dollor note. When you say stepping stone, how do I know Yahoo is one? The message is unclear if not uninteresting.

Organ Donation
V good insights and ideas. The signature one is interesting. Need to work out the execution especially with the online/interactive media. Powerful or meaningful? Please explore. Build your stories around it, any chance for a emotional response? The last gift idea is also worth exploring, pity that you haven't done it.

古物古蹟
Response first. How does it reflect the RoA? Ask yourself 'So What?' What should be done on the front of the DM card, so that the audience will get the message and be inspired when they turn over and see the 古蹟? Telling facts is not enough! What can 古物 or 古蹟 do to our daily lives? What emotion can they trigger? What surprise can they give us? What stories can they tell? These are more important than just showing off their existance.

Drunk driving
The Superman idea is fine but rather cliche. Can you make it more unfamiliar? How can you emphasize "drunk" driving? Can you extend the idea to include other super heros? Giving you more flexibility and opportunity to bend the rule and come up with more unpredicted results?

In-Jelly
Start with your RoA and work on the desirable response to get ideas. The quickest to recharge yourself is simple and clear. Then work on it and don't mess things up to seduce your audience. What would happen when someone is recharged? How does it happen? Picture a different setting? to make your audience shock please.