Nguồn: Cimigo Việt Nam

1. Co-Create
Go-Creative
cimigo.vn
Richard Burrage
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2. Part
Frustration
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3. Consumers are frustrated!
Credit: Microsoft.
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4. Brand owners are frustrated!
 Inappropriate global
advertising
 Worries that creative is
not connecting & won’t
deliver ROI
Credit: Striatic; Fair use claimed.
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5. Creative agencies are frustrated!
It has taken more than a hundred
scientists two years to find out how to
 Short lead times make the product in question;
 Unresponsive research I have been given thirty days to
 Little access to create its personality and plan its
consumers for launching.
inspiration If I do my job well, I shall contribute as
much as the hundred scientists to the
success of this product. David Ogilvy
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6. Market research agencies are frustrated!
Norms  Used more for
validation than
ratings Scales inspiration
Benchmarks  Palpably feel the loss of
Retro- End what could have been
 Lacking the means to
spective make an impact
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7. Part
Inspiration
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8. Key linkages are often broken or don’t even exist.
Barriers to inspiration are systemic.
Brand
Owner
Research Creative
Agency Agency
Consumer
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9. We need to build a new structure,
a structure that can drive creative power.
Brand
Owner
Consumer
Research Creative
Agency Agency
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10. Work together
Converse
Share Explore
Iterate Engage
Build
Experiment
Co-Create
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11. Online Community Panels allow us to achieve this.
Forum Blog Chat Media
Interactive Private diary Real-time Uploaded
platform to to express dynamic library of
discuss & introspective online FGD images &
debate thoughts interaction video
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12. Creative Process
Runs in parallel
Consumer Access
Greater coverage 1 2 3 4 5 6 7
Always on
Passions Meanings Music Lusts
Explore deeply Motivations Colour Love
Iterate & test
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13. Co-Creation puts consumer
inspiration at the heart of the
creative process.
Online community panels
provide the structure for a
creative process to flourish.
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14. Part
Creation
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15. Forward thinking opened an opportunity
 Colgate Palmolive was running a global campaign based on “I
Sing”, but had given local markets the leeway to change the
execution to meet local needs.
 Y&R Vietnam needed to translate the global campaign for
Vietnam and wanted consumer insight – but required a
research method that could support their need for speed.
 Cimigo deployed its CimigoLive online community panel to
achieve this. For 6 weeks, Colgate, Y&R, Cimigo, and, most
importantly, the consumers worked together to achieve this.
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16. From South America we had...
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17. Exploration of motivations to find the hook…
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18. Assess creative ideas against behaviour & desires...
‘...I bought roses. After taking a shower with
shower cream, I spread the petals in the tub
and bathed while listening to music of
Mozart. That was the most memorable
moment to me. I released my stress without
help from anybody’. (Female, 28, HCMC)
‘I sing every time I take a shower for the
coolness and revitalization. I feel free, all my
worries are gone. I often start a new day and
end everyday by showering to have a soft
and seductive skin and a comfortable mind.’
(Female, 24 y.o, Ha Noi)
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19. Storyboard iterations over the weeks to hone...
...all tightly linked to target consumer feedback.
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20. Models assessed for fit to category & brand...
Phu Tu Vuong Thuy Tien Truc Diem
Thuy Lam Toc Tien
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21. Music Imagery Storyboard
Talent Flowers
Colours
Words
All elements of this “translation” could be
explored, adapted, and validated – with
the consumer at the heart of it all.
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22. Finally, leading to a Vietnam-relevant execution
of the global idea.
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23. Part
Conclusion
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24. Things you’ll want to have in place...
 A corporation that’s open-minded & seeks consumer connection.
 The local brand-owners to be active & engaged participants.
 A creative agency that wants its creativity ideas to be built with
the consumer, not just for the consumer.
 Time!
 A strong, local research team that fosters linkage across parties.
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25. Things to avoid.
 Don’t let any stakeholder walk away or stay quiet – else it will
fail! This is not “fire & forget” research.
 Don’t think the consumer will create the TVC! They are not
creatives.
 Don’t forget to write a discussion guide – and this one is for
possibly 4+ weeks!
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26.  Co-creation overcomes the frustrations experienced by
consumers, brand-owners, creative agencies, & researchers.
 With online community panels, researchers now have the tool to
overcome historic systemic barriers to co-creation.
 It is the creativity of an execution that is the single most
important factor in determining ROI.
If you want to go creative…
…you’ll want to co-create.
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27. Co-Create
Go-Creative
cimigo.vn
The Voice of the Consumer
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