YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 11.1]

Ngọc Khánh + Đình Giang + Thiên Vân

Communication insight

A understanding base on brand

insight, used to build

communication idea/concept in

a long term and driven to

looking for advertising insight

Advertising insight

A understanding base on

communication insight, used in a

specific time period (short term)

and relevant with the current

context

3 level of consumer insight

Brand insight

A penetrating understanding

which provides hooks or clues

that lead to brand building

opportunity, bases on a board

point of view includes category,

consumer, product

There are many kinds of insights in our business They can be observations about behaviors, pearls

of wisdom on the human condition, or simply universal truths that help define people, culture,

and human race. Especially in the different context. The danger is trying to pick the most suitable

one to create brand advantage

Consumer insight is a fundamental truth about human

emotions/behaviour that answers WHY question to WHAT question

Four properties of the advertising InsightDeep

Base of communicaiton Specific for target

Original

• Hit the deepest part of

consumers’ heart

• Forget extreme-tones

communication and

create messages that can

resonate with consumer

Five levels of depth of the

insight:

1. Aestetic

2. Everyday problems

3. Beliefs and attitudes

4. Emotions and sensations

5. Social or Individual Self

Communication is a tool to differentiate from competitors

=> Original consumer insight will draw original massages Advertising insight must be:

- the core of the message

(not a peripheral aspect)

or better…

- the core of the

relationship

Make appeal to the sense of belonging to a specific sub-culture

Brand Idea

Brand Communication Idea

Advertising Ideas

A catalysts to get closer

Fresh breath to get closer

Breathing problems made me feel lose confidence when I talking

with my friend. I want a product help me have a freshening breath

to be more confidence to get closer

Communication

Insight

Advertising

Insight

Kissing is the most desirable in valentine

day so that I want to make it memorable

with my lover. But I’m afraid of missing this

moment because of my shyness. I want to

have an opportunity to let me confident to

do it

In Valentine's Day, with the belief that love is eternal

and should be cherished, I always aspire to have a

mark of my love. However, Vietnam culture makes

me feel reticent to freely express my love, and it's

hard to find a place of liberation and retention in

long-term of the intense emotions of youth.

This type of consumer insight can be

used to create memories and built into

their life, make consumer become

outspoken fan

This type of consumer insight can be

used to create a great experience for

them, make brand’s lifestyle and value

fit for them

This type of consumer insight can be

used to develop or refine products.

Serve the basic need of consumer

Come from Believe, Faith and ritual

Come from emotion like : fear,

hope, pleasure,..

Come from functional benefit

in category

3 types of communication/advertising insight How to find

Dream/desire

Emotional

Functional

Example

Dream/desire

Emotional

Functional

As a consumers with high LSM, I care more about health and

worry of DWL liquid with too much chemical. I want a product

with nature and health-friendly origin but complete full

cleaning function

As a younger, I want to discover and experiment new things in

summer. However, summers in VN is hot, which drives my scalp

annoyed with dandruff & itchiness. I need something to help

me confidently exploring my country without worrying about

such annoyance.

As a young people, I admire the talent and self-belief

of sporting heroes. Wearing the same gear is a way of

tapping into their energy and supporting their own self

belief

Conceptualization process

XIDEA

XeXploration

IIdeation

DDevelopment

EEvaluation

AAction

WHAT

to do

WHY

to do

Understand the current

status (where are we?),

what’s your real challenge

(why are we hear?) and

what is our purpose –

business objective,

marketing objective

(where we want to go

to?)

Find out knowledge

gaps and perceptual

blind spots. Gain novel

insights into your case

[and initial ideas].

Generate the 1st

draft ideas for the

challenge without

worrying about the

quality, just focus on

the quantity of raw

ideas

Increase the

likelihood of

producing truly

original ideas that

are outside the

tunnel of the

traditional ways of

thinking.

Increase the quality of

ideas by generating

meaningful concepts

and solutions from the

most attractive idea is

second stage.

According to Pareto’s

thesis, 80% value of this

stage comes from only

20% of all raw ideas.

Remember to use the

most intriguing ideas

to create meaningful

Big Idea

Discuss, analyze

and select the top

idea concept.

If underestimate this

stage, we can not

find the concept that

has the highest value

potential and ideally

is feasible to take

further action.

Take action to

turn top idea

into reality

BIG IDEA =

Meaningful idea +

excellent action

OUTPUT Creative briefEnormous room

of ideas

Holistic picture in mind

about what to do

Meaningful, Valuable

idea concepts

Winning big

idea

XIDEAIs a process of

action to

conceptual and

generate a

winning big idea

for the marketing

campaign

Normally, after a thorough eXploration of the case

scenario, the initial perception of the challenge

changes in almost all cases.

eXploration Ideation

XPRESS the initial

Challenge

Your Knowledge & Un-

knowledge list

3 steps in this stage

XPLORE your case:

Check: Facts, numbers,assumptions

Ask 5x WHY, 5W1H,

Look Differently at it

Map: Sketch it, visualize

XTRACT new evidence

& key out put

Insights, initial ideas, final

challenge & evaluation

criteria

Over the years consumer taste,

preference and lifestyles have changed,

and with that so has Coca-Cola. Coca-

cola has innovated to include a range of

lower and no sugar and calorie

alternatives, each with their own identity.

But, initial challenge is that the sales of

Diet Coke, Coca-Cola Zero and Coca-

Cola Life has decreased over years. Have

we not done marketing well with those 3

variants?

The recent research has showed that not

everyone understands the options

available to them, and the benefits of

each drink due to many different

messages from other variants of Coca-

cola.

4 GROUND RULES FOR IDEATION

Defer

judgment

Go for

QUANTITY

The

WIDER the

better

Combine

&

improve

on ideasExample

The final challenge comes out is how we

can leverage the sales of all variants of

Coca-cola at the same time, not only

ordinary Coca-cola.

Initial idea: Whether we should combine

all variants in just one brand?

8 IDEATE TOOLS

Solo brain

writing

Attribute

listing

Word

association

chain

Pool brain

writing

What if Other

worlds Random

word Reversal

“Party” + “Bottle”

=“Party in the bottle”

The world inside

a Coke bottle

=“Happyness

factory”

Why don’t we

make “deadlth”

more funny?

=> Dumb ways

to die

What if there is no

Coca-cola logo

on the bottle?

=> “Let's take an

extra second”

campaign

Development Evaluation

Discover

INTRIGUING

Ideas

+ Wild ideas

+ Interesting ideas

3 steps in this stage

Design realistic

BIG IDEA

Concept

+ Improve on interestingideas

+ Combine them

+ Tame a wild idea

DEVELOP idea concepts

further by adding more

value and meaning

EVALUATE the portfolio

of idea concepts

Gain an in –depth

understanding of the

pros & cons of an idea.

Then identify what’s

interesting about theidea – or find a way to

make it interesting.

3 steps in this stage

ENHANCE promising

BIG IDEA concept

ELECT the top Big idea

In 2015, FLiRTSTORY – a fashion shop came

up with the idea about creating a fashion

competition for youth in HCMC to

enhance brand awareness. There were 2

concept of this contest that were

discussed:

1. Idea 1: A fashion design competition

=> Pros: very new and interesting type of

competition, Cons: too niche due to low

brand awareness

2. Idea 2: A photography competition

=> Pros: mass target audience, easy to

attract contestants, Cons: familiar type,

easy to be boring

1. Idea 1: A fashion design competition

for just only designers to compete

together. This format can also attract new

and qualified designers for FLiRTSTORY.

2. Idea 2: Not only online photography

but also realistic photography contest.

FLiRTSTORY would create chance for youth

to take photo in fashion studio

Example

The winning concept: Idea 2

“FASHIONISTA” – The fashion in me

https://www.facebook.com/media/set/?set=a.524004

111092003.1073741838.450227215136360&type=3

Wild idea: A kind of idea that is so

unique, strange and may reflect the

disruptive view of thinker. Wild ideas are

very potential but needs to be

developed more.

Ex: Idea to build an underground world,

idea about the “pregnant” man.

Interesting idea: An idea contains a

exciting hook and makes people say

“wow” at the first time hearing about it.

Ex: Idea for a party on the sky (Romano),

idea about “li xi” laugh (Mirinda)

In teamwork, the best idea is often the

combination of many ideas from

teammates.

Ex: The combination between using QR

code using and using mid-day sunlight

generated the idea for “Sunny Sales

Campaign” of E-mart in South Korea.

https://youtu.be/EvIJfUySmY0

“Creativity is simply the connectivity old

things”

While making an idea clearer, you can

sharpen it at the same time.

“Bánh bèo

vô địch”

1. XPLORATIONThe challenge: gain love for Diana brand

and create an umbrella for all product

line.

Output from XPRESS – XPLORE – XTRACT

(fact and insight)

- Girls are now considered as a

vulnerable/ weakly/ lame creature

called “BÁNH BÈO VÔ DỤNG”,

especially at red-day.

- Fact: Girls just show their strength in the

necessary cases

- Diana is a brand who celebrate

femininity

2. IDEATION(Create a pool of ideas)

- What if Diana change the perception:

Girls are not useless anymore?

- Bring out the moment girl express their

strengths

- Bring an image of a girls-can-do-

everything

3. DEVELOPMENT(some meaningful concepts/ideas)

- Mạnh mẽ làm điều mình yêu

- Bánh bèo không vô dụng, bánh bèo

vô địch

- Con gái như mảnh thủy tinh: dễ vỡ

mà bén ngọt

- …

4. EVALUATION(Winning concept)

BÁNH BÈO VÔ ĐỊCHLàm điều mình yêu theo cách mình yêu

Ừ thì con gái vẫn là bánh bèo đấy

Nhưng là BÁNH BÈO VÔ ĐỊCH

5. ACTIONActivate the winning big idea

Phase 1: Ignite - Social

debate about “Are girl

useless?” joined by a large

number of KOLs (Ploy, Phan Y

Yen, Tamypu, Nguyen Ngoc

Thach,…) a commercial

clip “Banh beo vo dich”

show Diana support for girl Phase 2: Engagement –

Let’s consumer talk about

their thinking of “BÁNH BÈO

VÔ ĐỊCH” on social, get

sampling/gifts. Phase 3: Amplify –

advocate form KOLs, PR

SUM-UP

ĐÀNH TIỄN EM

2. IDEATION(Create a pool of ideas)

- A special time to sell and buy at best

price

- A new platform to sell products: print,

video…

- A facebook app to sell and buy more

convenient

- A commitment of guarantee for 2nd

product

- ….

3. DEVELOPMENT(Create meaningful concepts)

- Interactive video: “Đành tiễn em”

- App 2nd best-price for moving to

new home: Chuyển nhà – chuyển

nhượng giá rẻ”

- “Chia tay đồ cưng”…

4. EVALUATION(Winning concept)

INTERACTIVE VIDEO

ĐÀNH TIỄN EM

5. ACTION

1. XPLOREChallenge: digital campaign that drive

more traffic and buying to chotot.vn

Fact & Insights

- When people moving to a new home,

they often have lots of thing throw

away lots of things, some of which are

kindly important

- Fact: some tend to sell their second-

hand cloth on social

- Some tend to buy 2hand because of

good price and uniqueness

- Interactive video is not popular in VN,

it’s news new

Phase 1: Get huge attention,

engagement

Key hook: Viral interactive MV

“Đành tiễn em” Văn Mai HươngSupporting tactic: PR/Social/KOLs

Phase 2: Amplification

Keyhook: Mini event of Văn

Mai Hương, invite buyers to

send things directly

Thank you.