If you want something different, do something different
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Why brands should leverage the skills of bright young minds to spark inject inspiration into their product, service or campaign. A ‘how-to’ guide for brands who want to shake up the research, insight and innovation process, which can ultimately lead to greater cut through with young consumers.
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If you want something different, do something different
- 1. If you want something different, then do something different Why brands should leverage the skills of bright young minds to spark divergent thinking Tatenda Musesengwa Client Services Director tatenda@youthsight.com 020 7288 8789 Josephine Hansom Head of Brand Research josephine.hansom@youthsight.com 020 7288 8789
- 3. Need for speed faster + empowerment
- 13. ONCE YOU GIVE A CREATIVE AGENCY A BRIEF THAT DIDN’T COME FROM AN AUTHENTIC PLACE, YOU’RE SCREWED BEFORE YOU’VE STARTED Matt Elek, VICE, Commercial Lead for EMEA
- 17. CONNECTED 12% of youth population MARKET MAVEN 10% of youth population CURIOUS MIND 19% of youth population CREATIVE 8% of youth population SOCIAL CHALLENGER 8% of youth population
- 18. authentic | validate creative | inspire irreverent | hack an extreme playground hackathon sessions, either online or offline, to stress test ideas (often with clients) put a brief to an online community of Bright Young Minds gather new thinking and iterate new ideas a mega concept test with Bright Young Minds evaluate the benefits of ideas and the relevance of benefits
- 19. Building on years of successful campaigns, TV Licensing recognised that a deeper understanding of the audience was integral to ensuring this year’s students campaign had maximum impact and felt truly relevant to students.
- 20. 2005 TVL Student campaign 2013
- 21. inspire + hack + DEVELOP NEW IDEAS AND SEE IF THEY WILL...BREAK
- 22. hack + validate + RETROFITIDEAS AND SEE IF THEY ARE….RELEVANT
- 23. inspire + validate + TEST NEW IDEAS AND SEE IF THEY WILL...FLY
- 25. If you want something different, then do something different Why brands should leverage the skills of bright young minds to spark divergent thinking Tatenda Musesengwa Client Services Director tatenda@youthsight.com 020 7288 8789 Josephine Hansom Head of Brand Research josephine.hansom@youthsight.com 020 7288 8789