"A man walked into a bar."
"The other day my wife told me I was fat."
"Did you hear the one about the pizza delivery guy?"
What if that was it — a series of setups with no pay-off? Would the comedian have a full house by the end of his set? Ideas and story are the Adam & Eve of great communication, without one or the other, not even production value could replace the human race.
Clever Relevance™ is the way we combine the set-up with the punch line in a brand and content relevant context. It’s part of our creative services ensuring that all creative projects regardless of discipline, deliver compelling emotion evoking experiences. Marketing and advertising deliverables reside in one of two camps – they are brand heavy with no engagement payoff, or they have heavy engagement with no brand relevance. Learning programs subsume creativity sometimes to the point of extinction, believing that factual content alone is universally compelling and drives maximum retention. When marketing, advertising or learning content combines cleverness plus brand and content relevance – it moves you and causes you to maintain a memorable, meaningful association. Clever Relevance™ driven creative delivers the maximum impact possible returning what we call Creative ROI.
At Ricochet Partners, we build Clever Relevance™ in to every deliverable we’re allowed to, building in the impact multiplier, so positive marketing, advertising and learning outcomes result. Let us help you build creative that works as hard as it can to not just reach your audience, but to impact them with a meaningful impression that leads to responsiveness.
See Clever Relevance™ in Action!