In today’s media jungle and flood of information, it is easier than ever to ignore marketing communications completely. Only the best and sometimes brutally simple ideas can break through the wall of indifference and get results.
Brands that are simple and coherent are more valuable in the long run than ones that are complicated and confusing.
It’s about getting the right brand message through to the right people in the right way in the right place: what, to whom, how and where.
“People are more likely to recommend
brands that are simpler,
and they are happy to pay a premium
- pay more money - for the simpler brands.”
Make complicated things simple. Reach goals by creating a simple, understandable and inspiring strategy.
A good insight is not just a summary or a distillation. It is a new and surprising perspective sprouting from the world of the brand and its target group. It makes you think, "yeah, that’s how it is." It activates, endures, and gets results. It can lead to a whole new marketing approach.
“Simple can be harder than complex:
you have to work hard to get your
thinking clean to make it simple.
But it’s worth it in the end because once
you get there, you can move mountains.”
Marketing communication is aimed at human beings. It has to be based on a true and simple observation of people’s lives – the real consumer insight.
The best results are achieved when the message contains something that is special to your key target group, but gives something to other people as well – a message that is gratifying to all its recipients.
”If you can’t explain it simply, you
don’t understand it well enough.”
Create a story. Build a rich world around a simple and relevant promise. A lasting and adaptable concept.
Simplicity is not a monoscopic lack of all nuance nor does it mean that ideas have to be boiled down to the banal. For advertising to work in today’s world, it needs to be as alluring as the finest art or entertainment. You have to sweep people off their feet. If the goal is to leave a trace in people’s memories, it’s better to truly touch them: to make them laugh, move them, shake them up, provoke their thoughts, or at the very least entertain them. That’s how phenomena are made. When you can do that, you’ll see the results on your bottom line.
”Making the simple complicated
making the complicated simple,
There’s no point in using a sledgehammer to crack a nut or putting on a fireworks show that is here today and gone tomorrow. It’s also no good hitting your consumers from every direction at once with a peashooter. Either they won’t notice a thing or just get annoyed. Multichannelling is crucial. The key is to focus your communications on the most effective channels in each situation.
Different media have to be used in the right roles and integrated properly. It’s also possible to create completely new and innovative channels and methods. At the same time you need to take care of customer dialogue and service, and you need to make the user experience and purchasing as simple and easy as possible.
”Educators take something simple and
make it complicated. Communicators take
something complicated and make it simple.”
In a nutshell, marketing without an idea and a story is indifferent, and without a lasting concept, it’s incoherent.
Our job is to create differentiating and effective marketing concepts.
”Never use jargon words.
They are hallmarks of a pretentious ass.”
One of the most important things in building a brand is to keep your promises. When the name of our company promises to make it simple, you can bet that is exactly what we do. Simplicity also means efficiency: agility and flexible cooperation with our clients and partners.
Fabianinkatu 4 b 16
“Our job is to simplify, to tear away
the unrelated, to pluck out the weeds that
are smothering the product message.”
The Academic Bookstore
The Salvation Army
The Academic Bookstore
"Complexity is your enemy.
Any fool can make something complicated.
It is hard to make something simple.”
The Effie Awards is the world’s most prestigious competition for recognising the effectiveness of marketing and it is held in over 40 countries. Make It Simple’s streak of success in the competition continued in 2017. The Salvation Army’s "Help People" fundraising campaign won a Silver and a Bronze Effie. The campaign deservedly gained some of the highest media attention in Finland in 2017. In terms of funds raised, it outperformed the Christmas Kettle 2016 campaign.
Our mission is to show that creativity brings competitive advantage. The best way to demonstrate that is through the Effie Awards, where the most effective marketing acts of the year are acknowledged. Make it Simple (founded in 2015) has taken part in the competition three times. Recognition has come in the form of Grand Effie, Gold Effie, Silver Effie, and Bronze Effie, in addition to couple of finalists. Of these awards, Silver and Bronze were awarded to our client Salvation Army this year. Our thanks go out to our clients and partners.
Make it Simple took its first major prize at an international awards show. The Epica Awards is one of the most prestigious awards in marketing, and the only one where the journalists are the judges. The winning entry was titled "Tarja Halonen, Former President of Finland", which was made for The Salvation Army.
The ranking for The Best of Finnish Advertising and Design 2016 has been finalised. Make It Simple took several top positions. In the Creative Directors list, Jukka Mannio and Jarkko Tuuri shared the first place. Pia Eiro was chosen as the best Account Director. In the agencies category, Make it Simple tied for fourth place, and our client The Salvation Army was tied for third place in the clients category.
Make it Simple’s clients were very successful in The Best of Finnish Advertising and Design 2016 competition. The Salvation Army took two Silver Awards and Prisma took one Silver Award. The Academic Bookstore, The Salvation Army, S-market, and The Federation of Finnish Enterprises where Finalists.
“The Porridge” poster that we designed for The Salvation Army won Silver in the Kultajyvät 2016, The National Print and Poster Competition.
Concept images designed by Make it Simple for Ebelt were once again awarded at an international event. This time it was in the IPA competition, which this year received 17 040 competition entries from 162 countries.
The shortlisted campaign gave birth to the largest viral phenomenon in the history of the Federation of Finnish Enterprises. The campaign’s goal was to increase the number of new members via the internet. This proved very successful. These results, among other things, led to the Federation being shortlisted in two categories in the Effie Finland competition.
SOK’s film “The trip” won the overall series in Finland’s most prestigious advertising film competition Voitto. In addition, the film “The taste of the champion” for Prisma, received an Honorary Mention for its fine cinematic quality. Prisma’s “The Broken Telephone Effect” films made it to the finals, while the S Group won the Advertiser of the Year Award.
The concept images designed by Make it Simple for Ebelt were awarded a Gold Award in the prestigious international One Eyeland photography competition.
M&M Magazine and MARK Finnish Marketing Association selected S Group’s “Cheapenizing” as the Marketing Act of the Year 2015, since the “Cheapenizing” has had an effect on the entire store’s marketing behaviour and has contributed to increasing S Group’s sales and market share. The criteria for the Marketing Act of the Year has traditionally been that it has to exceed conventional marketing acts and create something new.
“Cheapenizing” marketing communications were created by Make it Simple.
Grand EFFIE, Gold EFFIE:
“The Chepenizing leads to the largest leap in sales volume in Prisma’s history”
The EFFIE Awards is the world’s most prestigious competition that measures the effectiveness of marketing. According to the jury, the level of the competition in Finland in 2015 was the best ever and the entries were the most diverse. The winner was Prisma. The jury’s comments: “When a group that is slightly behind the times transforms into one of Finland’s leading advertisers over a short period, it is a strong message to the market. The Cheapenizing became an everyday term, the marketing included stories that left an impression, the communication of the launch was timed perfectly, and the results speak for themselves. The best campaign of the year is deservedly Prisma’s Cheapenizing.”
“The way to get started is to
quit talking and begin doing.”