Create ideas using: Technology
How do I use technology without it feeling like a gimmick?
The tech has to solve a real problem or create genuine value, not just exist because it's cool. AR is pointless unless it helps people visualize products in their space. AI is useless unless it actually improves the experience. Ask: does this technology make something better, or are we just using tech because everyone else is? If it's the latter, skip it.
What if the technology is too complex for my audience to understand?
Then explain it better or hide the complexity. Nobody needs to understand how it works--they need to understand what it does for them. The tech is the engine; the benefit is what matters. If you can't explain why someone should care in one sentence, the technology isn't ready for campaign use.
Example: How it could look
IKEA's AR app lets you place furniture in your room before buying. The tech serves a clear purpose: reducing return rates by letting people see if that couch actually fits. Not tech for tech's sake--tech solving the ancient problem of 'will this look good in my space?' Simple purpose, powerful tool.
Or like this:
Why is Technology a great technique?
Technology campaigns create buzz and demonstrate innovation when the tech genuinely enhances the experience or message.
Positions brand as forward-thinking and innovative
Creates shareability through novelty
Can provide unique experiences competitors can't match
Appeals to early adopters and tech enthusiasts
Tech works when it serves the message, not the other way around. The goal isn't to show off technical capability--it's to create experiences that wouldn't be possible otherwise. When tech enables magic, it's worth it. When it's just flashy, it's waste.
! When not to use the Technology Technique
When you're using technology because it's trendy, not because it serves your message. Tech gimmicks age poorly and look desperate.
Technique first described by www.deckofbrilliance.com