Insight Mining Most important step creative development
Those who are involved with the product are greedy My product has three new ingredients! My product does this and that and this as well! My product should appeal to all men and women, in urban and rural areas Don’t forget those endorsements!
Poor Briefs are more product focused than consumer focused “ This is what we have invented!” Not “ These consumer needs are fulfilled”
Some tips on writing a good brief
Outside in thinking: be consumer focused.
Ban the “AND” word: don’t let the second idea creep in. Be focused on one idea, one thought.
Make some real DISCOVERIES about how the consumer thinks and feels.
Don’t exceed the single page!
The Lowe Creative Brief: Eight Questions to answer in one page.
The Lowe Creative Brief: Eight Questions to answer in one page. Why are we Advertising? The roles and goals of the advertising in meeting the marketing and communication objectives.
The Lowe Creative Brief: Eight Questions to answer in one page. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
The Lowe Creative Brief: Eight Questions to answer in one page. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
The Lowe Creative Brief: Eight Questions to answer in one page. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
The Lowe Creative Brief: Eight Questions to answer in one page. What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
The Lowe Creative Brief: Eight Questions to answer in one page. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
The Lowe Creative Brief: Eight Questions to answer in one page. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
The Lowe Creative Brief: Eight Questions to answer in one page. What executional considerations are there? Legal, branding, logistical and directional input.
Consumer Insight is the most important value addition we can make to a client’s brief!
“ The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual value.” Oscar Wilde Consumer Insight: The heart of our strategy Consumer Understanding Brilliant Innovation Impactful Communication Consumer Insight
Facts are Cold!
Truths are electrifying!
Fact: Milk goes with many things!
Truth: You only notice milk when it isn’t there!
FACT: Candies are for sharing.
Truth: When you have some tasty candies, the last piece is the most precious!
Discovering the insights to change behavior CURRENT: Current behavior FUTURE: Future behavior BECAUSE: Currently think/ feel If we make them think/ feel differently CONSUMER INSIGHT COMMUNICATION STRATEGY
Communication Development process BUSINESS CHALLENGE COMMUNICATION CHALLENGE COMMUNICATION STRATEGY ADVERTISING IDEA CONSUMER INSIGHT IDEA SPRINGBOARDS
An Insight is a deeply felt human truth that bonds our brand to our consumer.
AXE: Every man dreams of the woman making the first move!
Sprite: Generation X’ers think it’s cool to believe that Image is Unimportant!
Lipton Cup-a-Soup: The eager beaver is secretly envied by most co-workers!
Rexona: When you are under pressure, you need to feel cool and in-control to come through!
Consumer Insight The New “Mantra”
See what others have not seen
Establish relationships which have not been established