without insights your creativity is blind
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How to come up with powerful consumer Insights. practical thinking tools for advertising , media and brandingTRANSCRIPT
Without Insights your Creativity is Blind
Yonathan Dominitz
Highly creative Ideas and Insights
Common Thinking Patterns
What is an Insight?
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Insight is not a single revelation Let’s start with what it is not:
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Insight is a chain of revelations
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Insight is a chain of revelations
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OUA
Observation
A truth about how things are:
This truth can come from data, research or our own experience or from a personal observation regarding:
People’s beliefs, values, perceptions, attitudes, behaviors;
what the think, feel, say or act regarding life, the category, the brand or the product.
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Understanding
We reveal a new understanding or meaning
within the brand context.
The observation should provoke some reaction or stimulate a new realization for us:
We understand something we didn’t understand before, or we see things in a different way, or we get a new meaning for the role the brand/product can play in people’s life.
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Articulation
Of a new perspective about the brand.
Based on the Observation& the new Understanding, we can now articulate a new perspective about the brand.
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Snickers’ new strategy commercial
https://www.youtube.com/watch?v=QVjGRizbSuM
What was the chain of revelationsleading to Snickers’ new strategy?
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The Snickers case:
1. New observations or truths
“have you noticed that, when you get really hungry, you become restless and angry?”
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The Snickers case:
2. A new understanding or meaning
within the brand context
hunger has (and therefore Snickers has) psychological and emotional consequences.
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The Snickers case:
3. Articulating new perspective about the brand
By helping you overcome hunger, Snickers helps you stay you(”You’re not you when you’re hungry”)
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Let’s see three campaigns and try to figure out what is the common
Insight thinking pattern behind them?
Puma football EuropeValentine day- on a Sunday
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1. New observations or truths
Men are going to have a dilemma: football or girlfriend?
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2. A new understanding or meaning
Supporting the love of football also means making sure it isn't harmed by losing the love of a girlfriend
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3. Articulating new perspective about the brand
The brand which stands for football = love stands by your side in other "loves" as well
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Puma Hardchorus
https://www.youtube.com/watch?v=Mo2wFptAX3k
Creative effectiveness GP
V Line guilt trips
https://www.youtube.com/watch?v=mbdsHnVedS4
https://www.youtube.com/watch?v=A5kTiP4wDQU
Pattern?
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Search for a Conflict
When people experience conflicts, they experience tension and discomfort, and they search for new solutions.
Therefore, identifying conflicts may lead to a creation of a new brand perspective, which can be more relevant and meaningful for people.
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Love for football vs. commitment to my female partner
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Visiting the family vs. being free to do what you like
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respecting tradition vs. being free to eat what you like
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Search for a Conflict
Two kinds of conflicts:
Internal Conflict External Conflict
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Search for a Conflict
Internal conflict:
When two or more aspects of the inner world of a person
are opposing each other.
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Search for a Conflict
External conflict:
Conflicts between the inner world of a person and others.
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Territories of conflicts
Needs
Behavior
Beliefs / Views / Values
Wants/ desires
Emotions
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Love for football vs. commitment to my female partner
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Territories of conflicts
result in frustration
result in discomfort
result in tension
result in hesitation
result in regret
Look for conflicts that…
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Let’s see another three campaigns and try to figure out what is the
common Insight thinking pattern behind them?
Insurance
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Grand Prix Media Lion 2013, Ogilvy AMSTERDAM
https://www.youtube.com/watch?v=bBfM2cMKsSg
The Observations: Romanians become more patriotic when their national identity is being
threatened Googles predictions for “Romanians are…” are mostly negative
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https://www.youtube.com/watch?v=SUzvT9rHf2M
Denmark’s leading travel agency
The challenge: increase sales of international holiday trips
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The Observation: Danes have 46% more sex when on city holidays
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https://www.youtube.com/watch?v=vrO3TfJc9Qw
Pattern?
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Fight For a Cause
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What is a cause?
A cause can be any idea or goal with a common objective which leads people for action in order to change or to obtain it
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The Logic
Create a cause and launch a campaign in which the brand is presenting the cause and supplying the initial platforms for people to engage with the cause and take action in it.
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The main focus is on the cause, not on the brand
Brand Cause
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cause
Social media
Mobile
Blogs
TV
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However, at the end of the day, the sympathy and awareness of the cause is reflected back on the brand
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Fight for a Cause as a tool for revealing insights:
Thinking about a cause gives us a specific mental lens, which enables us to identify new observations. These observations may inspire a new perspective about the brand, with potential to generate relevant and engaging communications ideas.
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Let’s see another three campaigns and try to figure out what is the common Insight thinking pattern behind them?
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How do you use mobile phone advertisement in India, where data costs for voice calls can be prohibitively high for most Indians?
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To avoid high costs, Missed calls are a popular workaround-dial up a friend then hang up, and they're alerted without
mobile charges.
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Solution: Transform the practice of "missed calls“ into a new mobile channel where user can listen freely by using missed calls.
https://www.youtube.com/watch?v=mdzFwDbk3ig
New Zealand Air
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https://www.youtube.com/watch?v=yZL5RT9jblY
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Pattern?
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The Problem itself is the observationWhich is used to articulate the new brand Perspective.
Creative use of Problems
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Guinness:
The marketing/ consumption problem of
Consumers having to wait too long before they can drink the beer…
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Guinness:
The marketing/ consumption problem of
Consumers having to wait too long before they can drink the beer…
is the Observation
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Guinness:
Which led to the Articulation of the new Guinness perspective:
Good things come to those who wait
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New Zealand Air:
The problem of Australians perceiving New Zealand
as an unattractive destination…
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Guinness:
….is the Observation
Which led to the Articulation of the new perspective:
The Kiwi Sceptics
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Mindscapes has more creative tools for revealing insights, as well as a whole set of creative thinking tools for creating creative& effective advertising ideas and campaigns
Talk to us for more info about our tools and consultancy, training programs , brand projects or
lectures, please contact us:
www.TheMindscapes.com
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