Messages for mission in Sydney.

1
Messages for mission in Sydney.

• Thought starters from
• Matt Busby Andrews
• Senior Copywriter, Singleton Ogilvy

2
Effective advertising campaigns

• This always takes intelligent strategy planning.
  The strategy phase begins by looking for two
  things
• 1. A deep insight about the brand.
• 2. A deep insight about people in the market.
• This is then used to devise a brand proposition.
  A good brand proposition will draw on both
  insights, but the emotion will come from the
  people, not the brand.

3
Effective advertising campaigns

• Take QANTAS, for example.
• 1. The brand insight is QANTAS is one Australian
  company respected around the world.
• 2. When Australians travel, they become strangely
  patriotic.
• The strategic brand proposition is QANTAS
  Australias ambassador to the world. Note, this
  line is never used in public. It is, rather, a
  touchstone for planning all public messaging.

4
For churches.

• This message-planning tool may also be used by
  churches. In particular, for developing messages
  for mission. Again, we must
• 1. Consider what insights we have about our
  faith. What is genuinely unique about it?
• 2. Consider what insights we have about people in
  the market. What is peculiar about what they are
  feeling, needing or thinking today?

5
Insights

• Given that ministers spend their professional
  lives thinking about the Faith, lets turn our
  attention to point 2. What insights do we have
  about the people of Sydney?
• The desires, fears and needs of Sydneysiders are
  not static. They change. The zeitgeist, or spirit
  of the age, shifts every few years. While people
  may have craved security in 2001-2002, they may
  be hungry for something else now.

6
The relationship itch.

• What my advertising agency has noticed this year
  is this a pervading hunger for relationship.
• This may be a function of several factors. Two
  must be
• 1. The fact that the digital age has made us
  extremely well connected is making us feel all
  the more hollow at just how shallow our
  email/facebook/txt messaging-based friendships
  are.
• 2. The fact that we are working harder than ever,
  and are worth more financially than ever, but
  just not feeling any better about our lives.
  (Australians are one of the top OECD nations for
  long working hours.)

7
Survey says.

• Either way, when surveyed, Australians send out a
  clear signal about what theyre looking for.
• For example, our agencys internal research, The
  Australian Report has shown
• The lead definition of happiness for
  Australians is, time with family and loved
  ones.
• Apart from exercise, the main thing people
  want to change about their life is to have, more
  time with my family.
• 66 of people say they dont spend enough time
  with their friends, and nearly half dont feel
  connected with the community.

8
A good connection.

• A hunger for relationship is an outstanding
  insight for leveraging in Christian mission. It
  moves people to an agenda straight from the
  Bible. For the Gospel shows us how to begin a
  relationship with God, and how to have great
  relationships with each other.

9
A core thought, and five expressions.

• Our strategic proposition then is God wants you
  to enjoy good relationships, starting with him.
• There are many ways this core proposition can
  then be dramatised.
• Here are five to choose from.

10
Nothing gives life like forgiveness.

11
The good life starts with God.

12
Start the ultimate relationship.

13
The universe is a cold placewithout God.

14
God wants to live in Sydney.
15
The one we settled on is

• Start the Ultimate Relationship

16
Start the Ultimate Relationship

• Ultimate Life
• The Ultimate Lover
• Ultimate Parenting
• The Ultimate Man
• The Ultimate Indulgence

• Ultimate Sex
• Ultimate Reality
• Being the Ultimate Dad
• Ultimate Acceptance