Co-Create Go-Creative 2012


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Nguồn: Cimigo Việt Nam

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Co-Create Go-Creative 2012

  1. 1. Co-Create Go-Creative Richard Burrage 1
  2. 2. Part Frustration 2
  3. 3. Consumers are frustrated! Credit: Microsoft. 3
  4. 4. Brand owners are frustrated!  Inappropriate global advertising  Worries that creative is not connecting & won’t deliver ROI Credit: Striatic; Fair use claimed. 4
  5. 5. Creative agencies are frustrated! It has taken more than a hundred scientists two years to find out how to Short lead times make the product in question; Unresponsive research I have been given thirty days to Little access to create its personality and plan its consumers for launching. inspiration If I do my job well, I shall contribute as much as the hundred scientists to the success of this product. David Ogilvy 5
  6. 6. Market research agencies are frustrated! Norms  Used more for validation than ratings Scales inspiration Benchmarks  Palpably feel the loss of Retro- End what could have been  Lacking the means to spective make an impact 6
  7. 7. Part Inspiration 7
  8. 8. Key linkages are often broken or don’t even exist. Barriers to inspiration are systemic. Brand Owner Research Creative Agency Agency Consumer 8
  9. 9. We need to build a new structure, a structure that can drive creative power. Brand Owner Consumer Research Creative Agency Agency 9
  10. 10. Work together ConverseShare Explore Iterate EngageBuild Experiment Co-Create 10
  11. 11. Online Community Panels allow us to achieve this. Forum Blog Chat MediaInteractive Private diary Real-time Uploadedplatform to to express dynamic library of discuss & introspective online FGD images & debate thoughts interaction video 11
  12. 12. Creative ProcessRuns in parallel Consumer AccessGreater coverage 1 2 3 4 5 6 7Always on Passions Meanings Music LustsExplore deeply Motivations Colour LoveIterate & test 12
  13. 13. Co-Creation puts consumerinspiration at the heart of thecreative process. Online community panels provide the structure for a creative process to flourish. 13
  14. 14. Part Creation 14
  15. 15. Forward thinking opened an opportunity Colgate Palmolive was running a global campaign based on “I Sing”, but had given local markets the leeway to change the execution to meet local needs. Y&R Vietnam needed to translate the global campaign for Vietnam and wanted consumer insight – but required a research method that could support their need for speed. Cimigo deployed its CimigoLive online community panel to achieve this. For 6 weeks, Colgate, Y&R, Cimigo, and, most importantly, the consumers worked together to achieve this. 15
  16. 16. From South America we had... 16
  17. 17. Exploration of motivations to find the hook… 17
  18. 18. Assess creative ideas against behaviour & desires... ‘...I bought roses. After taking a shower with shower cream, I spread the petals in the tub and bathed while listening to music of Mozart. That was the most memorable moment to me. I released my stress without help from anybody’. (Female, 28, HCMC) ‘I sing every time I take a shower for the coolness and revitalization. I feel free, all my worries are gone. I often start a new day and end everyday by showering to have a soft and seductive skin and a comfortable mind.’ (Female, 24 y.o, Ha Noi) 18
  19. 19. Storyboard iterations over the weeks to hone... ...all tightly linked to target consumer feedback. 19
  20. 20. Models assessed for fit to category & brand...Phu Tu Vuong Thuy Tien Truc Diem Thuy Lam Toc Tien 20
  21. 21. Music Imagery Storyboard Talent Flowers Colours WordsAll elements of this “translation” could be explored, adapted, and validated – with the consumer at the heart of it all. 21
  22. 22. Finally, leading to a Vietnam-relevant executionof the global idea. 22
  23. 23. Part Conclusion 23
  24. 24. Things you’ll want to have in place... A corporation that’s open-minded & seeks consumer connection. The local brand-owners to be active & engaged participants. A creative agency that wants its creativity ideas to be built with the consumer, not just for the consumer. Time! A strong, local research team that fosters linkage across parties. 24
  25. 25. Things to avoid. Don’t let any stakeholder walk away or stay quiet – else it will fail! This is not “fire & forget” research. Don’t think the consumer will create the TVC! They are not creatives. Don’t forget to write a discussion guide – and this one is for possibly 4+ weeks! 25
  26. 26.  Co-creation overcomes the frustrations experienced by consumers, brand-owners, creative agencies, & researchers. With online community panels, researchers now have the tool to overcome historic systemic barriers to co-creation. It is the creativity of an execution that is the single most important factor in determining ROI. If you want to go creative… …you’ll want to co-create. 26
  27. 27. Co-Create Go-Creative The Voice of the Consumer 27