if you want something different, do something different
DESCRIPTION
Why brands should leverage the skills of bright young minds to spark inject inspiration into their product, service or campaign. A ‘how-to’ guide for brands who want to shake up the research, insight and innovation process, which can ultimately lead to greater cut through with young consumers.TRANSCRIPT
If you want something different, then do something different
Why brands should leverage the skills of bright young minds to spark divergent thinking
Tatenda MusesengwaClient Services [email protected] 7288 8789
Josephine HansomHead of Brand Research
[email protected] 7288 8789
Need for speed
faster + empowerment
#nomakeupselfie
creative
irreverent
authentic
ONCE YOU GIVE A CREATIVE AGENCY A BRIEF THAT DIDN’T COME FROM AN
AUTHENTIC PLACE, YOU’RE SCREWED BEFORE YOU’VE STARTED
Matt Elek, VICE, Commercial Lead for EMEA
Youthco-creation
CONNECTED12% of youth population
MARKET MAVEN10% of youth population
CURIOUS MIND19% of youth population
CREATIVE8% of youth population
SOCIAL CHALLENGER8% of youth population
authentic | validate
creative | inspire
irreverent | hackan extreme playground
hackathon sessions, either online or offline, to stress test ideas (often with clients)
put a brief to an online community of Bright Young Minds
gather new thinking and iterate new ideas
a mega concept test with Bright Young Minds
evaluate the benefits of ideas and the relevance of benefits
Building on years of successful campaigns, TV Licensing recognised that a deeper understanding of the audience was integral to ensuring this year’s students campaign had maximum impact and felt truly relevant to students.
2005TVL Student campaign 2013
inspire + hack
+
DEVELOP NEW IDEAS AND
SEE IF THEY WILL...BREAK
hack + validate
+
RETROFIT IDEAS AND SEE
IF THEY ARE….RELEVANT
inspire + validate
+
TEST NEW IDEAS AND SEE IF
THEY WILL...FLY
If you want something different, then do something different
Why brands should leverage the skills of bright young minds to spark divergent thinking
Tatenda MusesengwaClient Services [email protected] 7288 8789
Josephine HansomHead of Brand Research
[email protected] 7288 8789