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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.