Nikola Žinić (Bruketa&Žinić OM): Digitalne komunikacijske prakse in dobra stara kreativnost

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Nikola Žinić (Bruketa&Žinić OM): Digitalne komunikacijske prakse in dobra stara kreativnost

  1. 1. CREATIVITY MEETS BUSINESS by BRUKETA&ŽINIĆ OMSaturday, June 8, 13
  2. 2. McKinney,Bruketa&Žinić OM,Wieden+Kennedyand Jung von Matt.In that order.The most effective independent advertisingagencies in the world by Effie.Saturday, June 8, 13
  3. 3. ROISaturday, June 8, 13
  4. 4. Saturday, June 8, 13
  5. 5. Saturday, June 8, 13
  6. 6. Is Data Killing Creativity?Saturday, June 8, 13
  7. 7. Saturday, June 8, 13
  8. 8. Saturday, June 8, 13
  9. 9. ROI vs ContentSaturday, June 8, 13
  10. 10. “Content is King”Saturday, June 8, 13
  11. 11. Saturday, June 8, 13
  12. 12. HAPPY DAYS by BiŽFirst day Last dayTIMELINESaturday, June 8, 13
  13. 13. HAPPY DAYS by BiŽFirst day Last dayTIMELINEstages and communicationchannelsStep 12diggingStep 7brief, fantasy land,competitionStep 1, 2 & 3research and conclusionsStep 4 & 5objectives and briefingStep 6making the creative briefStep 8storming, analyzing andfinal conclusionsStep 9, 10 & 11making the creativeconcepts and presentationStep 13, 14 & 15presentationStep 16Saturday, June 8, 13
  14. 14. FANTASY LAND by BiŽProduct/ serviceSaturday, June 8, 13
  15. 15. FANTASY LAND by BiŽProduct/ serviceExpectedUnexpectedHa! Area“What is the craziest/most fantasticcharacteristic of the best xy product/service in the world?”Saturday, June 8, 13
  16. 16. Toyota owner is themost satisfied car ownerin the world.ExpectedUnexpectedHa! AreaReliabilityDurabilitySafetyNo cheating,betrayal, lowshots.Also makes the manmore responsible,reliable, better.Faithful as a dog,more lives than acat.If only you werelike Toyota...We’d buy it againbut why if the oldone still worksperfectly.Should I destroy iton purpose? In the personal adspeople don’t sellToyota, they justbrag about it.Toyota sets higherstandards in life.Compared toToyota, otherdealers sell the catin a bag.It lets you beunsatisfied aboutother things in life.Because you knowthe things canfunction.It lasts until you’rebored with it.It will outlive you.When the othersdie, Toyota is justgetting started.Grandpa-dad-son-grandson...After the nuclearwar only thecockroaches, KeithRichards andToyota will survive.Functional designThose are cars, notgadgets!Immune to fashionand trends.It’s so out it’s inagain.Super ServiceIn the end theprice gets evenedout. Pour and drive!Enough of stressand risk!Toyota will neverleave me where Idon’t wanna be.Things work ontheir own.You don’t need toknow how to liftthe hood.Drivers can betotally ignorantand they will stillsurpass theprofessionals.No-one has evertowed a Toyota.Toyota owners andservice men don’tsee each other foryears.Service guys don’teven know Toyotaexists.Saturday, June 8, 13
  17. 17. BRANDDifferentiationAttentionUSPCompetitionRule-breakingProductUnique factTargetRelevantTRIANGLE by BiŽSaturday, June 8, 13
  18. 18. MOTIVATION MAPPING by BiŽWhy we use product/services/brand?Saturday, June 8, 13
  19. 19. MOTIVATION MAPPING by BiŽWhy we use product/services/brand?Why?Why?Why?Why?Why?Why?Why?Why?Why?Saturday, June 8, 13
  20. 20. DIGGING by BiŽSaturday, June 8, 13
  21. 21. DIGGING by BiŽUnique factProductCompetition DifferentiationUSP Target groupBrandTone of voiceSaturday, June 8, 13
  22. 22. Brand Promise Market contestConsumer insight Key wordCREATIVEINSIGHTBusiness Issue Communication challenge Trigger questionFOUR-LEAF CLOVER by BiŽSaturday, June 8, 13
  23. 23. Creative insightConsumerCreative conceptCreativeCommunication platformMediaExperience platformEveryday lifePurchaseWHEEL OF FORTUNE by BiŽSaturday, June 8, 13
  24. 24. Saturday, June 8, 13
  25. 25. Saturday, June 8, 13
  26. 26. QR stampSaturday, June 8, 13
  27. 27. Saturday, June 8, 13
  28. 28. Saturday, June 8, 13
  29. 29. KarloSaturday, June 8, 13
  30. 30. Saturday, June 8, 13
  31. 31. Saturday, June 8, 13
  32. 32. ExibitionSaturday, June 8, 13
  33. 33. Saturday, June 8, 13
  34. 34. Saturday, June 8, 13
  35. 35. StinaSaturday, June 8, 13
  36. 36. Saturday, June 8, 13
  37. 37. Saturday, June 8, 13
  38. 38. “Content is King”Saturday, June 8, 13
  39. 39. Tnx :)Saturday, June 8, 13

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