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Outstanding Creative

Outstanding Creative

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Outstanding Creative

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  1. Outstanding Creative

  2. Three steps • Key Consumer Insight (KCI) • Key Brand Benefit (KBB) • Creative Leap (CL) • KCI + KBB + CL = outstanding creative

  3. What is a Consumer Insight • Reason why  Behavior • Typical Marketplace behaviors • Purchase / Use / Consume • Ignore • Avoid • Recommend • Disparage • Idolize

  4. What is a consumer insight • Reason why – motivators • Motivators • Low level (secondary) • High level (primary) • Consumer Insight – high level motivators of behavior • Key Consumer Insight (KCI) – the primary motivator which influences behavior the most

  5. Typical Low Level Motivators • “The product is inexpensive” • “The product is available close by” • “The quality is very good” • “I like it” • “No other product works as well”

  6. High Level Motivators of Behavior • “What does that do for you?”

  7. Steps in unearthing the KCI • Put a face on your target audience • Demographics are not enough • Psychographics required • “A day in the life of Mr. Jones” • How do you do it? • Qualitative research methods (focus groups, in-depth interviews, ethnography) • Research Techniques (Laddering, Projective techniques)

  8. Laddering Example 1 • Interviewer: “Why do you wear a Tiffany bracelet?” • Subject: “I love Tiffany’s jewelry” • Interviewer: “Why do you love Tiffany’s jewelry?” • Subject: “It is so refined, elegant and delicate” • Interviewer: “Why is that important to you?” • Subject: “When I wear it, I feel refined, elegant and delicate” • Interviewer: “what does that do for you?” • Subject: “I feel very attractive” • Interviewer: “How do you know that?” • Subject: “I have seen my husband looking at me that certain way” • KCI: Subject wears Tiffany’s as she values her partner’s feelings for her. • Tiffany’s – the key to your partner’s heart.

  9. Laddering Example 2 • Interviewer: “Why do you wear a Tiffany bracelet?” • Subject: “I love Tiffany’s jewelry” • Interviewer: “Why do you love Tiffany’s jewelry?” • Subject: “It is so refined, elegant and delicate” • Interviewer: “Why is that important to you?” • Subject: “When I wear it, I feel refined, elegant and delicate” • Interviewer: “what does that do for you?” • Subject: “I feel very attractive” • Interviewer: “How do you know that?” • Subject: “Every time I wear it I notice admiring glances from men. I feel very flirty” • KCI: Subject wears Tiffanys as she loves the idea of harmless flirting • Tiffanys – Its okay to be wicked!

  10. Laddering Example 3 • Interviewer: “Why do you wear a Tiffany bracelet?” • Subject: “I love Tiffany’s jewelry” • Interviewer: “Why do you love Tiffany’s jewelry?” • Subject: “It is so refined, elegant and delicate” • Interviewer: “Why is that important to you?” • Subject: “When I wear it, I feel unique, very different from the masses” • Interviewer: “what does that do for you? • Subject: “It reinforces my self-worth” • Interviewer: “How do you know that?” • Subject: “Every time I wear it I am very self-assured and confident in my abilities” • KCI: Subject wears Tiffanys as it reinforces her high beliefs about herself • Tiffanys – one of a kind!

  11. Projective Technique • “I love Mauritius because______” • Answer: “___ I can surf, swim, sunbathe, hike, camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand” • Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place • Ad baseline: Mauritius: 99% fun, 1% land

  12. How do you know you have the KCI • Step1 • Identify all high level motivators through laddering from various subjects • Identify all unusual / unexpected responses • Make sure the consumer benefit expressed is emotional / self-expressive • Step 2 • Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5): • You were to get admiring glances from men • Your partner were to make you feel very special • You were to feel very confident in your abilities

  13. Key Brand Benefit (KBB) • What are the brand’s features and corresponding benefits • What are the key benefits • The USP • What if there are no key benefits? • Can you create one?

  14. Outstanding Creative • Match the KBB with the KCI • This is the creative process • No creative leap – just an ad on strategy • Creative leap – outstanding ad on strategy

  15. The VW in the 60s • KCI: Subject drives the VW because it makes an anti-establishment statement • KBB: VW’s smallness • KBB + KCI  Drive a small, utilitarian car as a rebel statement • KBB + KCI + CL  “Think Small”; “Lemon”, etc.

  16. Ceasefire (1980s) • KCI  “Fires don’t happen to me, they happen to somebody else, like my neighbor” • KBB  portable, lightweight fire extinguisher • KCI + KBB  Fires can happen to you. Keep Ceasefire in your kitchen • KCI + KBB + CL  “Your neighbor said that”

  17. ICICI Bank (1990s) • KCI  “At the slightest signs of trouble my bankers bail on me” • KBB  structured to be more resilient than most banks • KBB + KCI  “Partnership Banking” • KBB + KCI + CL  “We’re with you for the long haul”