Content Insight and Creative Fitness

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There is no effective communications system without a good idea.. But where the good ideas come from? We have to know what content is connected to a given category, because this content is the key to enter others minds...

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  • From Dixit card-game: http://en.wikipedia.org/wiki/Dixit_%28card_game%29
  • From Dixit card-game: http://en.wikipedia.org/wiki/Dixit_%28card_game%29
  • Content Insight and Creative Fitness

    1. 1. Content Insight & Creative Fitness Miklos Kun – MediaCom Hungary | 2014
    2. 2. 1 2 3 4 5 Which card expresses this sentence the best, „Loves me, …” ? Source of pictures: Dixit board game
    3. 3. 1 2 3 4 5 Source of pictures: Dixit board game Which card expresses this sentence the best, „Loves me, …” ? Most voted for this card…
    4. 4. He loves me, he loves me not,… - it is like a meme Notorius Spreads by imitation Has mutations
    5. 5. How does this relate to communication? A product category
    6. 6. How does this relate to communication? A product category Reactions Thoughts, Emotions, Routine
    7. 7. Small units of information (memes) construct the chain A product category Thoughts, Emotions, Routine Chain drive of memes Reactions
    8. 8. Triggers move the system: ads, product usage, somebody talks about it, etc… A product category Thoughts, Emotions, Routine Chain drive of memes Reactions trigger trigger
    9. 9. Task #1: to define the driver memes of a category because these are the points where the brand message can most effectively connect/enter the cognitive system A product category Thoughts, Emotions, Routine Chain drive of memes Reactions trigger trigger
    10. 10. Category-memes are the best connection points where contagious ads can enter to our minds
    11. 11. Category-memes as connection points of this content: • Van Damme’s split • Van Damme is an action hero • Volvo = safety • Trucks cannot go backward, they would collapse
    12. 12. Category-memes as connection points of this content: • Active knowledge: the most well known animals say something (quack, woof, miaow…) • Inactive knowledge: Fox is a known animal (usually negative character) but he does not say anything
    13. 13. Category-memes as connection points of this content: • there is a chance of WW3 starting...: „some Arabian king” or „some Korean dictator” • War is a bad thing • „Make love, not war” – globally known slogan of pacifists • Axe = sex (love)
    14. 14. Nb. of used memetic connection points = content insight Creative fitness = the potential for spreading
    15. 15. Creative fitness ROI
    16. 16. Content insight matters

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