BRAINWRITING EN
BRAINWRITING EN
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Theory
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Case studies
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Task
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Download
Theoretical framework of the tool
Description of the tool:
Brainwriting is a creative technique designed to generate ideas in a group. Unlike traditional brainstorming, brainwriting does not focus on verbal expression of ideas, but rather on writing them down. This method eliminates a problem that often occurs in brainstorming – not all team members are willing to speak or present their ideas in front of others. Brainwriting encourages the equal participation of all participants and allows for a greater number of diverse ideas to emerge. The main principle of brainwriting is anonymity and the simultaneous writing of ideas, which leads to higher team productivity and creativity. This method is particularly useful when solving complex problems or searching for innovative solutions in marketing, product design, and creative campaigns.
Purpose of the tool:
- Encourage each team member to contribute their ideas.
- Reduce barriers that may prevent people from sharing their ideas (e.g., shyness, fear of criticism).
- Generate a large number of ideas in a short time.
- Encourage diversity of ideas and solutions.
Step by step: instructions for using the tool
Prepare:
- Blank sheets of paper or templates for writing down ideas (these can also be online documents).
- 3 to 10 team members.
- 30–60 minutes (depending on the complexity of the problem).
- Markers or pens if you are working offline.
Step 1: Defining the problem or goal
First, the moderator clearly defines the problem or goal the team is focusing on. At this stage, it is important that all participants understand the task.
Example: “How can we increase interest in a new product on social media?”
Step 2: Individual idea generation
Each participant receives a piece of paper or a template on which to write their ideas. During this phase, everyone focuses on their own ideas and writes them down on paper, without interference or comments from other team members. Ideas are written anonymously to ensure complete freedom of expression.
Each team member should write at least 3-5 ideas during one round (the time limit for each round is 5-10 minutes).
Step 3: Sharing ideas
After the first round, participants hand their papers to the next team member (or the papers are placed on a shared table and distributed randomly). Each participant reads their colleague’s ideas and tries to add to them, develop them, or follow up with further thoughts. This process can continue in several rounds until a sufficient number of ideas have been generated.
Step 4: Evaluating and selecting the best ideas
After all rounds are complete, the moderator collects all the papers and reviews the individual ideas with the team. Criteria such as originality, feasibility, and potential benefit are useful for evaluation. The team then votes or discusses the best ideas that they would like to develop further.
Tools and materials
List of necessary tools:
- Paper or templates for writing down ideas (or digital tools such as Google Docs, Trello, or Miro).
- Markers or pens for writing down ideas.
- A timer to keep track of time during each round.
- Flipchart or whiteboard for presenting the best ideas and creating an action plan.
Tips and tricks
- Recommendations:
- Ensure anonymity: Anonymous recording of ideas helps eliminate concerns about sharing “crazy” or unusual ideas.
- Encourage idea development: Encourage participants to not only write down their own ideas, but also develop or add to the ideas of others.
- Set time limits: Sticking to time limits helps maintain the momentum of the workshop and motivates participants to generate ideas quickly.
- Make the workshop fun: Creativity works best in a relaxed atmosphere. Ensure that the workshop has a friendly and stimulating atmosphere.li>
Conclusion
Brainwriting is an effective tool for generating a large number of ideas in a relatively short time. Thanks to its written form and anonymity, it allows all team members to participate in the process without fear of evaluation or criticism. This technique is particularly suitable for solving complex problems or creating innovative marketing campaigns.
Recommendation: We recommend using brainwriting as a complementary tool to other creative techniques (e.g., brainstorming, SCAMPER) when searching for new ideas in marketing communication, product design, or strategies. By involving all team members equally, it promotes diversity of ideas and brings original solutions.
Case study: Using brainwriting in UBER’s campaign to recruit new drivers
Campaign descriptionCreate an innovative marketing campaign to recruit new drivers for the UBER platform. The main goal is to attract new drivers who are looking for a flexible way to earn money and to differentiate yourself from the competition by offering advantages and benefits.
How brainwriting can be used in this campaign:
Step 1: Define the problem or opportunity
The UBER team defines the main challenge they want to solve using brainwriting:
“How can we effectively attract new drivers to UBER to increase the number of active drivers in the cities where we operate?”
Step 2: Individual writing of ideas
Each team member receives a piece of paper (or a digital template) and is asked to write down several ideas for a marketing campaign aimed at recruiting drivers. During the first round, participants focus only on their own ideas without discussing them with others. Examples of ideas that emerged during the first round:
- “Offer special bonuses for new drivers for their first 100 rides.”
- “Create a campaign with the slogan ‘Drive when you want, earn as much as you want.'”
- “Organize information meetings for potential drivers where UBER will present all the benefits in person.”
- “Launch a referral program where existing drivers can bring in new drivers and earn a reward.”
- “Emphasize the flexibility of the job and the ability to tailor working hours to individual needs.”
Step 3: Share ideas and expand
After the first round, participants pass their papers to the next team member. Each member reads their colleague’s ideas and tries to add to or expand on them. Examples of ideas developed after the second round:
- “Offer special bonuses to new drivers for their first 100 trips.”
Expansion: “The bonus could be divided into several stages, for example 50% after the first 50 rides and the rest after another 50 rides, to increase motivation to remain an active driver.”
- “Create a campaign with the slogan ‘Drive when you want, earn as much as you want.'”
Expansion: “Involve real drivers in the campaign who would talk in videos and on social media about how working for UBER has helped them achieve their goals.”
- “Organize information meetings for potential drivers where UBER will present all the benefits in person.”
Extension: “The meetings could be combined with free training where new drivers learn the basics of working with customers and effective management.”
Step 4: Evaluate and select the best ideas
After completing all rounds, the team discussed all ideas and selected those with the greatest potential for implementation:
- Referral program for existing drivers:
UBER would launch a program where existing drivers can bring in new drivers and receive a financial bonus for each new active driver.
This idea was chosen because of its low implementation costs and the possibility of rapid deployment.
- Campaign based on work flexibility:
The campaign would emphasize the main advantage of working for UBER – the ability to work according to your own schedule.
Real drivers would be involved in the campaign, sharing their experiences in videos and on social media.
This campaign was chosen because of its authenticity and ability to engage the target audience.
- Information meetings with bonus training:
UBER would organize regular meetings for potential drivers to introduce them to the benefits of the job and provide free training in basic skills such as customer communication and effective route planning.
The best idea or ideas will be selected during the discussion and developed into a marketing campaign.
Task
BrandHeinz ketchup
Product/service: Traditional Heinz ketchup
Campaign objective: Create a creative campaign (online + TV) that effectively communicates the tradition of quality and thickness of Heinz ketchup, while introducing new, modern and innovative elements that will appeal to a wide audience. The campaign should emphasize why Heinz ketchup is the “king of ketchups” – through its quality, taste, and iconic image. At the same time, it should appeal to younger generations through new formats and channels.
Step 1: Individual writing
Together with the students, clearly define the challenge:
“How can we effectively communicate the tradition and quality of Heinz ketchup while appealing to younger generations with modern elements and a creative approach?”
In this step (after understanding the task), each student receives a blank sheet of paper or a template and is asked to write down at least 3–5 ideas for what a Heinz ketchup campaign could look like. Students can think about different areas, such as:
- Slogans and campaign messages
(e.g., “Ketchup that doesn’t drip, but waits until you taste it.”)
- Creative visuals for TV commercials or social media
(e.g., a commercial showing Heinz ketchup slowly dripping, symbolizing its thickness and quality).
- Interactive elements for online campaigns
(e.g., an Instagram filter where users can create their own labels for Heinz bottles).
- Collaboration with influencers or celebrities
(e.g., famous chefs demonstrating recipes with Heinz ketchup).
- Nezvyčajné spôsoby použitia kečupu v kampani
(napr. Heinz kečup ako „umelecký nástroj“ na tvorbu jedlých obrazov).
Nápady:
______________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________
Krok 2: Zdieľanie a rozširovanie nápadov
Po prvom kole študenti odovzdajú svoje papiere ďalšiemu spolužiakovi. Everyone reads their classmate’s ideas and adds their own suggestions or expands on them. This process can be repeated 2-3 times so that each idea gets several variations.
Step 3: Sharing and expanding ideas
The moderator (this can be the teacher) collects all the ideas together with the students and reviews them together. The students discuss which ideas have the greatest potential to appeal to a wide audience and meet the campaign objectives. They can use criteria such as:
- Originality of the idea
- Feasibility of the campaign
- Comprehensibility for a wide audience
- Potential to appeal to the younger generation
Finally, the team votes to select the 2–3 best ideas.
Step 4: Drafting the proposal
The students will work in groups to develop the selected ideas into a brief proposal. Each group will have one proposal:
- Main message of the campaign – what slogan or idea will be communicated.
- Visualization of the campaign – what will the TV spot, online ad, or social media posts look like.
- Communication methods – what media and channels will be used to communicate the campaign (e.g., TV, social media, YouTube, collaboration with influencers).
- Campaign timeline – when the campaign will start and how long it will last.
- Expected impact of the campaign – what effect do you expect from the campaign (e.g., increased brand awareness, strengthening Heinz’s image as a traditional yet modern ketchup).
Outputs
- Campaign presentation:
Each team (or individual) will present their campaign proposals to the class. The presentation should last no longer than 10 minutes and should include:
- The main idea of the campaign.
- Description of key ideas and proposals.
- Expected impact of the campaign.
This task will allow students to practice creative thinking using the Brainwriting technique, which promotes the equal involvement of all team members. Students will learn how to generate original ideas, collaborate on developing them, and create a campaign that combines the Heinz brand tradition with modern trends in marketing communication.
Miesto pre vypracovanie:
-
Theory
-
Case studies
-
Task
-
Download
Theoretical framework of the tool
Description of the tool:
Brainwriting is a creative technique designed to generate ideas in a group. Unlike traditional brainstorming, brainwriting does not focus on verbal expression of ideas, but rather on writing them down. This method eliminates a problem that often occurs in brainstorming – not all team members are willing to speak or present their ideas in front of others. Brainwriting encourages the equal participation of all participants and allows for a greater number of diverse ideas to emerge. The main principle of brainwriting is anonymity and the simultaneous writing of ideas, which leads to higher team productivity and creativity. This method is particularly useful when solving complex problems or searching for innovative solutions in marketing, product design, and creative campaigns.
Purpose of the tool:
- Encourage each team member to contribute their ideas.
- Reduce barriers that may prevent people from sharing their ideas (e.g., shyness, fear of criticism).
- Generate a large number of ideas in a short time.
- Encourage diversity of ideas and solutions.
Step by step: instructions for using the tool
Prepare:
- Blank sheets of paper or templates for writing down ideas (these can also be online documents).
- 3 to 10 team members.
- 30–60 minutes (depending on the complexity of the problem).
- Markers or pens if you are working offline.
Step 1: Defining the problem or goal
First, the moderator clearly defines the problem or goal the team is focusing on. At this stage, it is important that all participants understand the task.
Example: “How can we increase interest in a new product on social media?”
Step 2: Individual idea generation
Each participant receives a piece of paper or a template on which to write their ideas. During this phase, everyone focuses on their own ideas and writes them down on paper, without interference or comments from other team members. Ideas are written anonymously to ensure complete freedom of expression.
Each team member should write at least 3-5 ideas during one round (the time limit for each round is 5-10 minutes).
Step 3: Sharing ideas
After the first round, participants hand their papers to the next team member (or the papers are placed on a shared table and distributed randomly). Each participant reads their colleague’s ideas and tries to add to them, develop them, or follow up with further thoughts. This process can continue in several rounds until a sufficient number of ideas have been generated.
Step 4: Evaluating and selecting the best ideas
After all rounds are complete, the moderator collects all the papers and reviews the individual ideas with the team. Criteria such as originality, feasibility, and potential benefit are useful for evaluation. The team then votes or discusses the best ideas that they would like to develop further.
Tools and materials
List of necessary tools:
- Paper or templates for writing down ideas (or digital tools such as Google Docs, Trello, or Miro).
- Markers or pens for writing down ideas.
- A timer to keep track of time during each round.
- Flipchart or whiteboard for presenting the best ideas and creating an action plan.
Tips and tricks
- Recommendations:
- Ensure anonymity: Anonymous recording of ideas helps eliminate concerns about sharing “crazy” or unusual ideas.
- Encourage idea development: Encourage participants to not only write down their own ideas, but also develop or add to the ideas of others.
- Set time limits: Sticking to time limits helps maintain the momentum of the workshop and motivates participants to generate ideas quickly.
- Make the workshop fun: Creativity works best in a relaxed atmosphere. Ensure that the workshop has a friendly and stimulating atmosphere.li>
Conclusion
Brainwriting is an effective tool for generating a large number of ideas in a relatively short time. Thanks to its written form and anonymity, it allows all team members to participate in the process without fear of evaluation or criticism. This technique is particularly suitable for solving complex problems or creating innovative marketing campaigns.
Recommendation: We recommend using brainwriting as a complementary tool to other creative techniques (e.g., brainstorming, SCAMPER) when searching for new ideas in marketing communication, product design, or strategies. By involving all team members equally, it promotes diversity of ideas and brings original solutions.
Case study: Using brainwriting in UBER’s campaign to recruit new drivers
Campaign descriptionCreate an innovative marketing campaign to recruit new drivers for the UBER platform. The main goal is to attract new drivers who are looking for a flexible way to earn money and to differentiate yourself from the competition by offering advantages and benefits.
How brainwriting can be used in this campaign:
Step 1: Define the problem or opportunity
The UBER team defines the main challenge they want to solve using brainwriting:
“How can we effectively attract new drivers to UBER to increase the number of active drivers in the cities where we operate?”
Step 2: Individual writing of ideas
Each team member receives a piece of paper (or a digital template) and is asked to write down several ideas for a marketing campaign aimed at recruiting drivers. During the first round, participants focus only on their own ideas without discussing them with others. Examples of ideas that emerged during the first round:
- “Offer special bonuses for new drivers for their first 100 rides.”
- “Create a campaign with the slogan ‘Drive when you want, earn as much as you want.'”
- “Organize information meetings for potential drivers where UBER will present all the benefits in person.”
- “Launch a referral program where existing drivers can bring in new drivers and earn a reward.”
- “Emphasize the flexibility of the job and the ability to tailor working hours to individual needs.”
Step 3: Share ideas and expand
After the first round, participants pass their papers to the next team member. Each member reads their colleague’s ideas and tries to add to or expand on them. Examples of ideas developed after the second round:
- “Offer special bonuses to new drivers for their first 100 trips.”
Expansion: “The bonus could be divided into several stages, for example 50% after the first 50 rides and the rest after another 50 rides, to increase motivation to remain an active driver.” - “Create a campaign with the slogan ‘Drive when you want, earn as much as you want.'”
Expansion: “Involve real drivers in the campaign who would talk in videos and on social media about how working for UBER has helped them achieve their goals.” - “Organize information meetings for potential drivers where UBER will present all the benefits in person.”
Extension: “The meetings could be combined with free training where new drivers learn the basics of working with customers and effective management.”
Step 4: Evaluate and select the best ideas
After completing all rounds, the team discussed all ideas and selected those with the greatest potential for implementation:
- Referral program for existing drivers:
UBER would launch a program where existing drivers can bring in new drivers and receive a financial bonus for each new active driver.
This idea was chosen because of its low implementation costs and the possibility of rapid deployment.
- Campaign based on work flexibility:
The campaign would emphasize the main advantage of working for UBER – the ability to work according to your own schedule.
Real drivers would be involved in the campaign, sharing their experiences in videos and on social media.
This campaign was chosen because of its authenticity and ability to engage the target audience.
- Information meetings with bonus training:
UBER would organize regular meetings for potential drivers to introduce them to the benefits of the job and provide free training in basic skills such as customer communication and effective route planning.
The best idea or ideas will be selected during the discussion and developed into a marketing campaign.
Task
BrandHeinz ketchup
Product/service: Traditional Heinz ketchup
Campaign objective: Create a creative campaign (online + TV) that effectively communicates the tradition of quality and thickness of Heinz ketchup, while introducing new, modern and innovative elements that will appeal to a wide audience. The campaign should emphasize why Heinz ketchup is the “king of ketchups” – through its quality, taste, and iconic image. At the same time, it should appeal to younger generations through new formats and channels.
Step 1: Individual writing
Together with the students, clearly define the challenge:
“How can we effectively communicate the tradition and quality of Heinz ketchup while appealing to younger generations with modern elements and a creative approach?”
In this step (after understanding the task), each student receives a blank sheet of paper or a template and is asked to write down at least 3–5 ideas for what a Heinz ketchup campaign could look like. Students can think about different areas, such as:
- Slogans and campaign messages
(e.g., “Ketchup that doesn’t drip, but waits until you taste it.”) - Creative visuals for TV commercials or social media
(e.g., a commercial showing Heinz ketchup slowly dripping, symbolizing its thickness and quality). - Interactive elements for online campaigns
(e.g., an Instagram filter where users can create their own labels for Heinz bottles). - Collaboration with influencers or celebrities
(e.g., famous chefs demonstrating recipes with Heinz ketchup). - Nezvyčajné spôsoby použitia kečupu v kampani
(napr. Heinz kečup ako „umelecký nástroj“ na tvorbu jedlých obrazov).
Nápady:
______________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________
Krok 2: Zdieľanie a rozširovanie nápadov
Po prvom kole študenti odovzdajú svoje papiere ďalšiemu spolužiakovi. Everyone reads their classmate’s ideas and adds their own suggestions or expands on them. This process can be repeated 2-3 times so that each idea gets several variations.
Step 3: Sharing and expanding ideas
The moderator (this can be the teacher) collects all the ideas together with the students and reviews them together. The students discuss which ideas have the greatest potential to appeal to a wide audience and meet the campaign objectives. They can use criteria such as:
- Originality of the idea
- Feasibility of the campaign
- Comprehensibility for a wide audience
- Potential to appeal to the younger generation
Finally, the team votes to select the 2–3 best ideas.
Step 4: Drafting the proposal
The students will work in groups to develop the selected ideas into a brief proposal. Each group will have one proposal:
- Main message of the campaign – what slogan or idea will be communicated.
- Visualization of the campaign – what will the TV spot, online ad, or social media posts look like.
- Communication methods – what media and channels will be used to communicate the campaign (e.g., TV, social media, YouTube, collaboration with influencers).
- Campaign timeline – when the campaign will start and how long it will last.
- Expected impact of the campaign – what effect do you expect from the campaign (e.g., increased brand awareness, strengthening Heinz’s image as a traditional yet modern ketchup).
Outputs
- Campaign presentation:
Each team (or individual) will present their campaign proposals to the class. The presentation should last no longer than 10 minutes and should include:
- The main idea of the campaign.
- Description of key ideas and proposals.
- Expected impact of the campaign.
This task will allow students to practice creative thinking using the Brainwriting technique, which promotes the equal involvement of all team members. Students will learn how to generate original ideas, collaborate on developing them, and create a campaign that combines the Heinz brand tradition with modern trends in marketing communication.