Vessela - Planning Book - an Idea Cubist
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Vessela - Planning Book - an Idea Cubist

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MAS Planning Bootcamp 2010, Planning Book

MAS Planning Bootcamp 2010, Planning Book

Vessela Ignatova - an Idea Cubist

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Vessela - Planning Book - an Idea Cubist Vessela - Planning Book - an Idea Cubist Presentation Transcript

  • Vessela Ignatova an idea cubist
  • Pablo Picasso a cubist Pablo Picasso was sitting in a small French restaurant when a lady came in. She recognized the famous cubist and asked him to draw a little piece for her on a napkin. He sketched something very quickly and showed it to her. She was astonished with his genius and requested to buy it from him. He put a price on it of a million French francs. Flabbergasted by this price, she said, ‘But why such a high price, it took you only 5 minutes!’ Picasso replied: ‘5 minutes... and a lifetime before that.’
  • Vessela Ignatova an idea cubist background Bulgaria Dickinson College New York Anthro Psych Photography Amsterdam Frisbee Blog Miami Ad School International Studies BrandPharm sources of thinking Cognitive Anthropology Behavioral Psychology Design Art Business Perception Networks Numbers Social Dynamics Technology Economic Trends Research + Science Analogies, Patterns, Models Systems Lens Integration idea-cubism The process of looking at something, deconstructing it, analyzing it, and then constructing it again in other, more useful, terms... ...sometimes, in 5 minutes.
  • idea-cubist construction ˚problem deconstruction˚ ˚Observe˚ ˚everything˚ ˚Focus˚ ˚on the important˚ ˚Find˚ ˚analogies, systems, patterns˚ ˚idea-cubist construction˚
  • cases Uncle Ben’s 9 finding an unexpected target The Yachts of Seabourn 21 tapping into a new market Wal-Mart 33 realizing motivations Starbucks 43 creating inspiration
  • cases Uncle Ben’s 9 finding an unexpected target AP: Vessela Ignatova AP: Judith Schmalzhaf CW: Katherine Fendandéz AD: Matthew Crenshaw
  • Uncle Ben’s Challenge Uncle Ben’s had typically targeted women 25-45 years old. They recently launched a few new products – Ready Rice and Boil-in-Bag – both microwavable and really easy and fast to prepare. Our client wanted to connect to their target in a new way. The cubist: how limiting is the female demographic for a 90-second preparation rice? Target The Gastro-Impressionists: young men, who live the life of playful, fun, impulsive, spontaneous tricksters. They live in the moment and love attention. Insight Men cook to impress. Strategy Uncle Ben’s Ready-Rice is not just a meal, it’s the spotlight on you! Creative Idea Cooking helps you evolve. Engagement Strategy Create an experience around a video that can be easily shared; engage online in a virtual exhibition; create partnerships for late-night food tastings.
  • Uncle Ben’s Uncle Ben’s had typically targeted women 25-45 years old. They recently launched a few new products – Ready Rice and Boil-in-Bag – both microwavable and really easy and fast to prepare. Our client wanted to connect to their target in a new way. We questioned whether the 90 sec preparation of rice is suitable for their previous target. The idea cubist: constructed a new picture in the terms of the role of cooking in men’s lives. We decided to take a step back and research both men and women's perceptions of cooking. We had some initial information, from studies already published, about the women in the demographic targeted by Uncle Ben's so decided to gather some more information on our own about the male population.  We asked family, friends, and some strangers about their attitudes towards cooking in general, and in specific about cooking time, quality, audience (whether family or friends), etc. We were interested to see what was the same and what was different in cooking habits and feelings associated with it. We found a few interesting insights: that men cook to impress; and that they shopped at night, to avoid crowds and have to time to read the label themselves. Unlike women, men are usually not expected to cook for others so the men who did it, did so with pleasure and as a hobby (hence most professional cooks - are males). They used cooking to gather together friends, impress significant others, and always appreciated the feedback of the females. Our strategy was to emphasize precisely that: Uncle Ben’s puts the spotlight on you. Thus our creative idea was born, cooking helps you evolve.
  • Uncle Ben’s The extinction of Homo Sapiens
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  • cases The Yachts of Seabourn 21 tapping into a new market AP: Vessela Ignatova AP: Sydney Munroe CW: Alejandro Quilici AD: Thu-Nhi Nguyen
  • The Yachts of Seabourn Challenge The Yachts of Seabourn is an ultra luxury yacht cruise line. They were experiencing a transition and were expanding their fleet with 3 new yachts. We had to help them do it with style. We needed to preserve the current customer base - “the Sage” - while expanding to new markets - “the Sage in-the-making”. The cubist: this meant finding and defining who “the Sage” people would let into their selective world. Target The Sage in-the-making: They are the Forbes-chosen people in the making. They are at the Economist stage. They are the working wealthy: dynamic, active, explorers. Insight To people lux cruise yachting means liberation, self-development, and relationships that give meaning to their lives. Strategy Give the market a sense that Seabourn is a ship of meaning taking you on the ultimate journey for your own life journey. Creative Idea Travel Unbound. Engagement Strategy Developed magazine ads, and online banners for placement in the Economist, National Geographic, and their online versions. Proposed a high-class event for the christening of the ships.
  • The Yachts of Seabourn Seabourn is an ultimate luxury yacht cruise line. They recently launched 3 new ships with larger capacity. They were looking to tap into new markets in order to expand their clientele, but feared they would alienate they loyal customers. To us this meant defining the current customer’s psychographic and understanding the psychographic of the desired new customers. The two are different but should be able to complement each other. The idea cubist: constructed a new picture by finding the psychographic the current customers could let into their selective world. First we posted on Seabourn’s fan page on Facebook that we were looking to interview people about their travel experiences. We found that the usual Seabourn customer had the profile of a Sage: the thinker, philosopher, expert; confident, in-control, credible. They know their world. Then we talked to family friends who fit this psychographic. After talking to 3 people, we rationalized the target we needed was the Sage in-the-making, the working wealthy who was close to being the Sage. Second, we found that yachting is a very different experience from cruising. It is intimate and allows for making the right contacts, sharing the right stories, with the right people. This allows people to enjoy to the fullest their experience while expanding on their skills, or connections, or exploration drive in what we called, a “controlled environment”. Thus, our insight that to our target, yachting means liberation, self-development, and relationships which give meaning to their lives. We decided that Seabourn had to stand precisely for that journey of meaning in one’s life. They best way to do it - travel unbound.
  • The Yachts of Seabourn Travel Unbound
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  • cases Wal-Mart 33 realizing motivations AP: Vessela Ignatova AP: Sydney Munroe CW: Alejandro Quilici AD: Thu-Nhi Nguyen
  • Wal-Mart Challenge Wal-Mart wanted to expand on their campaign “Save money, Live better”. They wanted to connect to Gen Y in a new way. We had to show how Wal-Mart helps one save money and live better in a 30’ TV spot. The cubist: find why these people save when they do, what’s the real motivation? Target Selective savers: college students and Gen Yers, who are learning to manage their money, who search for deals on a day-to-day basis. Insight A student will save on everything except on the one thing he or she really wants. Strategy Inspire people to manage their savings well. Creative Idea Spend below the line, live above the line. Engagement Strategy We created a commercial, a 30’ spot; a micro site; and texting service, because our target would be mostly engaged this way.
  • Wal-Mart Wal-Mart came to us with one single request: to connect them to Gen Y in a way that’s appealing to them and also consistent with Wal-Mart’s “Save money, Live better” campaign. They wanted a 30’ TV spot. My fellow planner and I decided to dig deep and answer a fundamental question concerning saving and Gen Y: why do you actually save? On what do you save? On what would you pay premiums? We asked college students about what they spend their money on, when do they feel pressured to save, when they feel it is OK to spend more. The idea cubist: constructed a new picture by explaining college-level students’ motivations to save. We found that people feel like they have to save on every-day consumer goods, but they would allow themselves to spend more on things that fulfill their lives. Those things included pets, concert tickets, sports games tickets, cars, and more. The only problem occurred when due to poor management they would spend their money on random goods that don’t fulfill them. Thus, weeks or months of saving leave them feeling unhappy and unsatisfied. We thought that Wal-Mart can do good to all parties involved by inspiring people to save their money and manage them well - to make them happy. We designed a Web site allowing people to monitor their savings at Wal-Mart and also look for deals on partner web sites. One such partnership involved gas stations, and showing users the nearest cheapest gas station. We also made a 30’ TV spot in the feel and tone of Wal-Mart to continue their project. In our strategy we wanted to inspire people to manage their money better and used a smart tag line: Spend below the line, live above the line.
  • Wal-Mart Spend below the line, Live above the line.
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  • cases Starbucks 43 creating inspiration AP: Vessela Ignatova AP: Judith Schmalzhaf CW: Katherine Fendandéz AD: Matthew Crenshaw
  • Starbucks DoubleShot Challenge Starbucks came to us and requested from us to come up with a positioning for the DoubleShot and DoubleShot + Energy drinks that was relevant to college students and Young Professionals and tied the brand to film makers. The project was to be not just a campaign, but an ecosystem of players, tactics, events, connections. The cubist: start from scratch and find an opportunity for a unique positioning. Target The Craft-Cravers. They are doers + creators; smart and confident in their potential; passionate and on a mission to succeed; under pressure to win. Insight When they realize their potential, the TruMoment of anxiety is a real chance for people to shine. Strategy The DoubleShot is the inspirational stimulus that elevates one’s mind to see the potential and make magic happen. Creative Idea In search of the missing piece that inspires. Engagement Strategy We created an ecosystem based on inspiration and serendipity, tying together college students, young professionals, SB employees, film makers. We had a web site, an app, new design for the cans, employee programs, a film students contest.
  • Starbucks DoubleShot We were to build on Doubleshot’s core target market. Because the product is unique in its feel - it’s the coffee for energy drinkers and the extra energy to coffee drinkers; it’s creative and natural energy vs. physical-energy drinks - we thought we have the potential of making it iconic and having it own one word, the way coca-cola owns “happiness”. But before we could even go there we needed to find an appropriate target. We found that the really cool kids are the “doers” and “creators” - The Craft Cravers. They are the college students and young professionals; smart and confident in their potential; passionate and on a mission to succeed and live the life they shape themselves. We explored their thinking and feelings by talking to them. At times they experience intense moments of anxiety (the TruMoment of changing emotions of excitement and intimation) and feel on the line between failure and success. But looking deeper, our target has the confidence to dare.The Craft Cravers have the ability to make magic happen. We found an interesting emotional play: they crave to shine and prove themselves by re-focusing on the huge potential that remains in the moment and within themselves. The idea cubist: constructed a new picture in the terms of the exact feelings Craft Cravers experience in the TruMoment and what they needed to own it - inspiration. We sought to brand the Starbucks Doubleshot as the inspirational stimulus that elevates one’s mind to see that potential. It’s the inspiration to find the one missing piece that blows your mind, that helps you create your magic. So Judith and I told our creatives the story of inspiration: Any piece of inspiration could be the one to create magic. Be inspired and inspire. Connect to others and their moments of inspiration.  Because they could be your missing piece... and you could be theirs... Find the missing piece that inspires.
  • Starbucks DoubleShot The search for the missing piece.
  • ecosystem In our ecosystem we highlighted the Search for the Missing Piece. We created a web site using the new Distributed Engagement Channel platform, converging content from many channels like social networks, online video streaming sites, twitter, and gps-based tagging apps. Within The Cloud, people could share and connect their inspirations, no matter the content form. One function of the Cloud was meant to be to randomly send inspirations with content the user is interested in. We connected college students; young professionals; film students; talent agents; film community experts; potential film students, now in high-school; community members; Starbucks Employees; convenience store partners; with one idea: Inspire them to inspire each other by providing them the tools to find the one missing piece that would serve that purpose. Start a cycle of inspiration and put the message in people’s hands. Add serendipity. Add some fun. That’s The Cloud.
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  • Starbucks DoubleShot DoubleShot = inspiration.
  • inspirations Marvin Minsky MIT Open Courses Conn Fishburn World Science Festival George Scribner Academic Earth TED conferences David Amodio Dan Ariely Kevin Ochsner Knowledge@Wharton IDEO Gerald Zaltman Lady Gaga Paul Ekman POPtech TIBER research Alejandro Quilici Naomi Goldin The Economist Michael Fratantuono Aimee Mullins MIT Media Lab Terry Pratchett Salvador Dalí Harvard Business Review Stanford d.school Bojidar Ignatov Pablo Picasso Michael Poulton Ramzi Sarieddine Diederik Stapel
  • Vessela Ignatova vessela.ignatova@gmail.com www.ideacubist.com