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WORK	IN	PROGRESS
Tuesday, January 26, 16
WORK	IN	PROGRESS
is
1.000	ideas	>	10
?
Tuesday, January 26, 16
WORK	IN	PROGRESS
YES.
Tuesday, January 26, 16
WORK	IN	PROGRESS
is
it
better	?
Tuesday, January 26, 16
WORK	IN	PROGRESS
?
Tuesday, January 26, 16
WORK	IN	PROGRESS
I	BELIEVE	YES.
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE
FUTURE
IS	HERE.
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE	FUTURE	IS	HERE.
IT’S	JUST	NOT	EVENLY	DISTRIBUTED.
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE	FUTURE	IS	HERE.
IT’S	JUST	NOT	EVENLY	DISTRIBUTED.
PLEASE &
WELCOME
Tuesday, January 26, 16
WORK	IN	PROGRESS
ANYONE
CAN	HAVE
AN	IDEA.
Tuesday, January 26, 16
WORK	IN	PROGRESS
ANYONE
CAN	HAVE
AN	IDEA.A STUPID
IDEA
Tuesday, January 26, 16
WORK	IN	PROGRESS
AS	A	PLANNER
I	HATED	STUPID	IDEAS.
Tuesday, January 26, 16
WORK	IN	PROGRESS
AS	A	CREATIVE	PLANNER
I	HATED	BORING	IDEAS.
Tuesday, January 26, 16
WORK	IN	PROGRESS
AS	A	CEO
I	HATED	OTHER	IDEAS.
Tuesday, January 26, 16
WORK	IN	PROGRESS
AS	AN	AGENCY	OWNER
I	STARTED	HATING
MY	OWN	IDEAS.
Tuesday, January 26, 16
WORK	IN	PROGRESS
AS	A	STUDIO	OWNER
AM	I	PREDICTABLE?
WHAT’S	NEXT?
ARTISTS?
CONTENT?
Tuesday, January 26, 16
WORK	IN	PROGRESS
WHAT’S
NEXT
IS	WHAT
WAS	FIRST.
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE
IDEA
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE
CONSUMER
Tuesday, January 26, 16
WORK	IN	PROGRESS
MRS.	VOMÁČKOVÁ
Tuesday, January 26, 16
WORK	IN	PROGRESS
PARDÁL
Tuesday, January 26, 16
WORK	IN	PROGRESS
SOY	BAR
Tuesday, January 26, 16
WORK	IN	PROGRESS
BUZZ
Tuesday, January 26, 16
WORK	IN	PROGRESS
YOU	EAT	WHAT	YOU	COOK
Tuesday, January 26, 16
WORK	IN	PROGRESS
SEEDING
Tuesday, January 26, 16
WORK	IN	PROGRESS
REMOTENESS
Tuesday, January 26, 16
WORK	IN	PROGRESS
JOY
Tuesday, January 26, 16
WORK	IN	PROGRESS
MORE	&	DIFFERENT
Tuesday, January 26, 16
WORK	IN	PROGRESS
OBSERVE	VS	ASK
Tuesday, January 26, 16
WORK	IN	PROGRESS
THE
FUTURE	BAKERY
IS	HERE.
Tuesday, January 26, 16
WORK	IN	PROGRESS
FUTURE	BAKERY:
AN	IDEA	GENERATION	PLATFORM.
	
Tuesday, January 26, 16
WORK	IN	PROGRESS
FUTURE	BAKERY:
AN	IDEA	GENERATION	PLATFORM.
COMBINING	RESEARCH,	IDEAS	AND	SEEDING.
	
Tuesday, January 26,...
WORK	IN	PROGRESS
FUTURE	BAKERY:
AN	IDEA	GENERATION	PLATFORM.
COMBINING	RESEARCH,	IDEAS	AND	SEEDING.
IN	AN	INTERNATIONAL	NE...
WORK	IN	PROGRESS
FUTUREBAKING:
TOGETHER	WITH	THOUSANDS	OF	CONSUMERS.
CREATING	INNOVATIONS,PRODUCTS,
BUSINESSES,	IDEAS	AND	...
PROBLEM. SOLUTION.
WORK	IN	PROGRESS
Tuesday, January 26, 16
PROBLEM. 7.000	PEOPLE.
WORK	IN	PROGRESS
Tuesday, January 26, 16
7.000	PEOPLE. SOLUTION.
WORK	IN	PROGRESS
Tuesday, January 26, 16
PROBLEM INSPIRATION VALIDATION SOLUTION
WORK	IN	PROGRESS
Tuesday, January 26, 16
PROBLEM INSPIRATION VALIDATION SOLUTION
X	MAS	CAMPAIGN.
WORDPLAYS	FOR	OUTDOOR.
TV	CAMPAIGN	FOR	YOGHURT.
LAUNCH	STRATEGY.
S...
WORK	IN	PROGRESS
METAXA
A	european	brand	leader	in	the	brandy	category.
THE	PROBLEM: How	to	find	out,	whether	consumers	wil...
WORK	IN	PROGRESS
FIAT	500X
A	global	car	design	icon	launching	an	urban	crossover.
THE	PROBLEM: How	to	launch	a	new	functio...
WORK	IN	PROGRESS
DAS
A	european	leader	in	the	legal	insurance	category.
THE	PROBLEM: How	to	grow	a	brand	with	a	new	advert...
WORK	IN	PROGRESS
LAST	NOT	LEAST:
JOY	FROM	BAKERS.
	
Tuesday, January 26, 16
WORK	IN	PROGRESS
LAST	NOT	LEAST:
CZECHIA.
SLOVAKIA.
HUNGARY.
UNITED	STATES.
GERMANY.
	
Tuesday, January 26, 16
WORK	IN	PROGRESS
LAST	NOT	LEAST:
STILL	NEED	PLANNERS	:)
	
Tuesday, January 26, 16
WORK	IN	PROGRESS
FUNAMBULISTA@FUTUREBAKERY.CZ
Tuesday, January 26, 16
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European Planning Conference Prague 2015, Is a thousand ideas more than ten? - The power of co-creating with consumers - Robert Penazka, Future Bakery Prague

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European Planning Conference Prague 2015, Is a thousand ideas more than ten? - The power of co-creating with consumers - Robert Penazka, Future Bakery Prague

  1. 1. WORK IN PROGRESS Tuesday, January 26, 16
  2. 2. WORK IN PROGRESS is 1.000 ideas > 10 ? Tuesday, January 26, 16
  3. 3. WORK IN PROGRESS YES. Tuesday, January 26, 16
  4. 4. WORK IN PROGRESS is it better ? Tuesday, January 26, 16
  5. 5. WORK IN PROGRESS ? Tuesday, January 26, 16
  6. 6. WORK IN PROGRESS I BELIEVE YES. Tuesday, January 26, 16
  7. 7. WORK IN PROGRESS THE FUTURE IS HERE. Tuesday, January 26, 16
  8. 8. WORK IN PROGRESS THE FUTURE IS HERE. IT’S JUST NOT EVENLY DISTRIBUTED. Tuesday, January 26, 16
  9. 9. WORK IN PROGRESS THE FUTURE IS HERE. IT’S JUST NOT EVENLY DISTRIBUTED. PLEASE & WELCOME Tuesday, January 26, 16
  10. 10. WORK IN PROGRESS ANYONE CAN HAVE AN IDEA. Tuesday, January 26, 16
  11. 11. WORK IN PROGRESS ANYONE CAN HAVE AN IDEA.A STUPID IDEA Tuesday, January 26, 16
  12. 12. WORK IN PROGRESS AS A PLANNER I HATED STUPID IDEAS. Tuesday, January 26, 16
  13. 13. WORK IN PROGRESS AS A CREATIVE PLANNER I HATED BORING IDEAS. Tuesday, January 26, 16
  14. 14. WORK IN PROGRESS AS A CEO I HATED OTHER IDEAS. Tuesday, January 26, 16
  15. 15. WORK IN PROGRESS AS AN AGENCY OWNER I STARTED HATING MY OWN IDEAS. Tuesday, January 26, 16
  16. 16. WORK IN PROGRESS AS A STUDIO OWNER AM I PREDICTABLE? WHAT’S NEXT? ARTISTS? CONTENT? Tuesday, January 26, 16
  17. 17. WORK IN PROGRESS WHAT’S NEXT IS WHAT WAS FIRST. Tuesday, January 26, 16
  18. 18. WORK IN PROGRESS THE IDEA Tuesday, January 26, 16
  19. 19. WORK IN PROGRESS THE CONSUMER Tuesday, January 26, 16
  20. 20. WORK IN PROGRESS MRS. VOMÁČKOVÁ Tuesday, January 26, 16
  21. 21. WORK IN PROGRESS PARDÁL Tuesday, January 26, 16
  22. 22. WORK IN PROGRESS SOY BAR Tuesday, January 26, 16
  23. 23. WORK IN PROGRESS BUZZ Tuesday, January 26, 16
  24. 24. WORK IN PROGRESS YOU EAT WHAT YOU COOK Tuesday, January 26, 16
  25. 25. WORK IN PROGRESS SEEDING Tuesday, January 26, 16
  26. 26. WORK IN PROGRESS REMOTENESS Tuesday, January 26, 16
  27. 27. WORK IN PROGRESS JOY Tuesday, January 26, 16
  28. 28. WORK IN PROGRESS MORE & DIFFERENT Tuesday, January 26, 16
  29. 29. WORK IN PROGRESS OBSERVE VS ASK Tuesday, January 26, 16
  30. 30. WORK IN PROGRESS THE FUTURE BAKERY IS HERE. Tuesday, January 26, 16
  31. 31. WORK IN PROGRESS FUTURE BAKERY: AN IDEA GENERATION PLATFORM. Tuesday, January 26, 16
  32. 32. WORK IN PROGRESS FUTURE BAKERY: AN IDEA GENERATION PLATFORM. COMBINING RESEARCH, IDEAS AND SEEDING. Tuesday, January 26, 16
  33. 33. WORK IN PROGRESS FUTURE BAKERY: AN IDEA GENERATION PLATFORM. COMBINING RESEARCH, IDEAS AND SEEDING. IN AN INTERNATIONAL NETWORK OF LOCAL CREATIVE HUBS. Tuesday, January 26, 16
  34. 34. WORK IN PROGRESS FUTUREBAKING: TOGETHER WITH THOUSANDS OF CONSUMERS. CREATING INNOVATIONS,PRODUCTS, BUSINESSES, IDEAS AND SOLUTIONS THAT MARKET THEMSELVES. Tuesday, January 26, 16
  35. 35. PROBLEM. SOLUTION. WORK IN PROGRESS Tuesday, January 26, 16
  36. 36. PROBLEM. 7.000 PEOPLE. WORK IN PROGRESS Tuesday, January 26, 16
  37. 37. 7.000 PEOPLE. SOLUTION. WORK IN PROGRESS Tuesday, January 26, 16
  38. 38. PROBLEM INSPIRATION VALIDATION SOLUTION WORK IN PROGRESS Tuesday, January 26, 16
  39. 39. PROBLEM INSPIRATION VALIDATION SOLUTION X MAS CAMPAIGN. WORDPLAYS FOR OUTDOOR. TV CAMPAIGN FOR YOGHURT. LAUNCH STRATEGY. SMALL BUSINESS GROWTH. CAR ACCESSORIES. MAGAZINE NAME. SLOGAN. CASHLESS PAYMENT CHIP. NATIONAL TEAM CHANT. INSIGHTS. IDEAS. THEMES. STORIES. PICTURES. FILMS. PREFERENCES. PATTERNS. VALUE MAPS. REFERENCE MAPS. STRATEGY. TOP IDEAS GET SELECTED. WORK IN PROGRESS Tuesday, January 26, 16
  40. 40. WORK IN PROGRESS METAXA A european brand leader in the brandy category. THE PROBLEM: How to find out, whether consumers will like the new global campaign line for Honey Shot ? ONE WAY: Conduct a quantitative research and ask people how the like the new line. NEW WAY: Give thousands of consumer several options and ask them to come up with other ideas on their favorite one. THE PROCESS: We created several lines communicating the benefits of the new product. And asked the consumers to come up with campaign ideas around their favorite line. Instead of judging and tearing down the original line, they put on their creative hats. Building on the fact, that naturally people come up with ideas around areas and concepts they prefer. THE SOLUTION: Quantitatively we have proven to the client that the original line is the strongest one. On top the client has received campaign ideas on how to take the launch further. And last not least thousands of consumers knew about the launch before the launch. Tuesday, January 26, 16
  41. 41. WORK IN PROGRESS FIAT 500X A global car design icon launching an urban crossover. THE PROBLEM: How to launch a new functional crossover in an overcrowded market to the practical design lovers? ONE WAY: Use TV and mass marketing to get the message across. NEW WAY: Ask thousands of consumers to come up with car accessory ideas blending design and functionality. THE PROCESS: We asked consumers to come up with car accessory ideas. Ones that will solve their practical problems. We had four young renown product designers select four out of the hundreds that arrived. They crafted a design study and a prototype. A professional jury and a public vote decided on the winner. THE SOLUTION: Consumers got first hand experience of the car and its concept of blending design and functionality. The media got excited and provided free coverage about the process. Fiat 500x got a higher amount of requested test drives compared to previous model launches. The winning design idea for a baby changing table is the lab for production consideration. Which provides further media and public interest. Tuesday, January 26, 16
  42. 42. WORK IN PROGRESS DAS A european leader in the legal insurance category. THE PROBLEM: How to grow a brand with a new advertising campaign? ONE WAY: Tell the consumers what I want them to know about the brand. NEW WAY: Ask thousands of consumers what would they appreciate the brand to be doing. THE PROCESS: We developed eight concept areas. Each approaching the brand from a different angle and presenting different benefits. The consumers were asked to come up with insights, thoughts and campaign ideas. Either around one of the eight, or find another area that they consider robust. They intuitively selected the one that they found the most inspiring. THE SOLUTION: Without conducting a research, we right away spotted the strongest concept. The majority clearly described the brand as Robin Hood. Positioning it as a service protecting the fair, not to be weak against all the abuse of power and authority. The movie line, “I’ll have my lawyers get in touch with you” has created an area for adverting development. The client is in the process of producing the ad campaign and providing media with ways how people can protect themselves against everyday abuse. Tuesday, January 26, 16
  43. 43. WORK IN PROGRESS LAST NOT LEAST: JOY FROM BAKERS. Tuesday, January 26, 16
  44. 44. WORK IN PROGRESS LAST NOT LEAST: CZECHIA. SLOVAKIA. HUNGARY. UNITED STATES. GERMANY. Tuesday, January 26, 16
  45. 45. WORK IN PROGRESS LAST NOT LEAST: STILL NEED PLANNERS :) Tuesday, January 26, 16
  46. 46. WORK IN PROGRESS FUNAMBULISTA@FUTUREBAKERY.CZ Tuesday, January 26, 16

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