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I am what I share 
Michal Pastier
Why communication based on cultural insight 
works more effectively than on product benefit?
annoying shadow
NATURAL INSIGHTS:
INSIGHT: 
• PHOTO TREND 
• BEAUTY TUTORIALS
Oxford Dictionaries Word of the Year 2013 - SELFIE
Beauty tutorials - Over 6 million subscribers, 300 videos.
IDEA: 
SELFIE BEAUTY 
TUTORIAL WITH A 
TWIST
Bankové kampane na mladých
INSIGHT: 
• HIPSTER GADGETS 
• APPLE PARODY
IDEA: 
NEW GADGET APPLE 
STYLE VIDEO
INSIGHT: 
• PEOPLE WITH 
OVERSIZED CAMERAS 
ARE FUNNY
IDEA: 
• MAKE FUN OF THIS 
ATTENTION HUNT
INSIGHT: 
• NEW RITUAL 
• PEOPLE LOVE TO 
SHARE LEAKED INFO
IDEA: 
LEAKED 
PRESENTATION
Jak rozšířit portfolio výměnných objektivů pro 
Olympus OM-D a PEN ? 
Fotogrill 
Page 53
Příležitost 
Lidé milují fotit své jídlo. 
Page 54 
Fotogrill
Problém 
 Fotí jej ale tak dlouho, až jim vychladne. 
Page 55 
Fotogrill
Koncept: Olympus Fotogrill 
Speciální objektiv pro OM-D a PEN, který ohřívá jídlo 
během focení. 
Page 56
Koncept: Olympus Fotogrill 
Jídlo je možné fotit několik minut a přesto 
nevychladne. 
Page 57 
Fotogrill
Technologický náčrt 1/2 
Fotogrill
Fotogrill 
Page 59 
Technologický náčrt 1/2
OM-D a PEN mají výměnné objektivy 
Page 60
INSIGHT: 
• CHAT IS MORE THAN 
GAMES
IDEA: 
• INTERACTIVE 
CHATBOT
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
FAN MADE AUDI PRINT:
RESULT
RESULT
INSIGH: 
• TEEN PRIVACY
IDEA: 
• SPECIAL FB LOGOUT
Rytmus was 4x more effective than 
classic ad.
INSIGH: 
• CRAZY ADDICTION
IDEA: 
• NEW NAME
Package
Anti-stress package
INSIGH: 
• LONG IS NEW SHORT
IDEA: 
• FULL BOOK IN STATUS
INSIGHT: 
• NUMBER MEANING
IDEA: 
• PACKAGE DESIGN
A case of 2008 Chateau Lafite-Rothschild 
price in 2011:
A case of 2008 Chateau Lafite-Rothschild 
price in 2011: 18 000.00 Euro
INSIGHT: 
• COUNTRY OF ORIGIN 
PROBLEM
Chinese gooseberry
IDEA: 
• NAME CHANGE
Kiwi – pure marketing name
In 1959, the name Chinese gooseberry was changed to , 
kiwi fruit, after New Zealand's national bird, the kiwi – small, 
b...
INSIGHT: 
• Color are emotions
IDEA: 
• NAME CHANGE
“Turbulence,” 
“Tornado Watch” 
“Arsenic” 
“Dead Salmon” 
“Metro at 5” 
“Weekend in the Country“ 
“Quietude” 
“Rejuvenate”...
Colors in the purple family generated up to 31 percent higher 
revenue when creatively named.
LAST SLIDES
I am what I share
I am not a camera
I am a food 
photographer :)
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
I am what I share - Michal Pastier for BabelCamp 2014
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I am what I share - Michal Pastier for BabelCamp 2014

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Michal Pastier has presented interesting cases - how important is the insight into customer knowledge.

Published in: Marketing
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I am what I share - Michal Pastier for BabelCamp 2014

  1. 1. I am what I share Michal Pastier
  2. 2. Why communication based on cultural insight works more effectively than on product benefit?
  3. 3. annoying shadow
  4. 4. NATURAL INSIGHTS:
  5. 5. INSIGHT: • PHOTO TREND • BEAUTY TUTORIALS
  6. 6. Oxford Dictionaries Word of the Year 2013 - SELFIE
  7. 7. Beauty tutorials - Over 6 million subscribers, 300 videos.
  8. 8. IDEA: SELFIE BEAUTY TUTORIAL WITH A TWIST
  9. 9. Bankové kampane na mladých
  10. 10. INSIGHT: • HIPSTER GADGETS • APPLE PARODY
  11. 11. IDEA: NEW GADGET APPLE STYLE VIDEO
  12. 12. INSIGHT: • PEOPLE WITH OVERSIZED CAMERAS ARE FUNNY
  13. 13. IDEA: • MAKE FUN OF THIS ATTENTION HUNT
  14. 14. INSIGHT: • NEW RITUAL • PEOPLE LOVE TO SHARE LEAKED INFO
  15. 15. IDEA: LEAKED PRESENTATION
  16. 16. Jak rozšířit portfolio výměnných objektivů pro Olympus OM-D a PEN ? Fotogrill Page 53
  17. 17. Příležitost Lidé milují fotit své jídlo. Page 54 Fotogrill
  18. 18. Problém  Fotí jej ale tak dlouho, až jim vychladne. Page 55 Fotogrill
  19. 19. Koncept: Olympus Fotogrill Speciální objektiv pro OM-D a PEN, který ohřívá jídlo během focení. Page 56
  20. 20. Koncept: Olympus Fotogrill Jídlo je možné fotit několik minut a přesto nevychladne. Page 57 Fotogrill
  21. 21. Technologický náčrt 1/2 Fotogrill
  22. 22. Fotogrill Page 59 Technologický náčrt 1/2
  23. 23. OM-D a PEN mají výměnné objektivy Page 60
  24. 24. INSIGHT: • CHAT IS MORE THAN GAMES
  25. 25. IDEA: • INTERACTIVE CHATBOT
  26. 26. FAN MADE AUDI PRINT:
  27. 27. FAN MADE AUDI PRINT:
  28. 28. FAN MADE AUDI PRINT:
  29. 29. FAN MADE AUDI PRINT:
  30. 30. FAN MADE AUDI PRINT:
  31. 31. FAN MADE AUDI PRINT:
  32. 32. FAN MADE AUDI PRINT:
  33. 33. FAN MADE AUDI PRINT:
  34. 34. RESULT
  35. 35. RESULT
  36. 36. INSIGH: • TEEN PRIVACY
  37. 37. IDEA: • SPECIAL FB LOGOUT
  38. 38. Rytmus was 4x more effective than classic ad.
  39. 39. INSIGH: • CRAZY ADDICTION
  40. 40. IDEA: • NEW NAME
  41. 41. Package
  42. 42. Anti-stress package
  43. 43. INSIGH: • LONG IS NEW SHORT
  44. 44. IDEA: • FULL BOOK IN STATUS
  45. 45. INSIGHT: • NUMBER MEANING
  46. 46. IDEA: • PACKAGE DESIGN
  47. 47. A case of 2008 Chateau Lafite-Rothschild price in 2011:
  48. 48. A case of 2008 Chateau Lafite-Rothschild price in 2011: 18 000.00 Euro
  49. 49. INSIGHT: • COUNTRY OF ORIGIN PROBLEM
  50. 50. Chinese gooseberry
  51. 51. IDEA: • NAME CHANGE
  52. 52. Kiwi – pure marketing name
  53. 53. In 1959, the name Chinese gooseberry was changed to , kiwi fruit, after New Zealand's national bird, the kiwi – small, brown and furry, like the fruit.
  54. 54. INSIGHT: • Color are emotions
  55. 55. IDEA: • NAME CHANGE
  56. 56. “Turbulence,” “Tornado Watch” “Arsenic” “Dead Salmon” “Metro at 5” “Weekend in the Country“ “Quietude” “Rejuvenate” “Cozy Cottage”
  57. 57. Colors in the purple family generated up to 31 percent higher revenue when creatively named.
  58. 58. LAST SLIDES
  59. 59. I am what I share
  60. 60. I am not a camera
  61. 61. I am a food photographer :)

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