Help! somebody wants_me_to_think!!


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Help! somebody wants_me_to_think!!

  1. 1. Help! Somebody wants me to come up with and idea for an advertising campaign! By Eduard Farran Executive creative director at Dimarco (Valencia). Doctorate applicant in Advertising at Jaume I University of Castell ón
  2. 2. Who am I? <ul><li>Philisoficaly speaking it would be difficult to explain </li></ul><ul><li>Professionly speaking I started my career at BBDO Barcelona in 1989 and from 1994 till today I’ve been working in diferent cities and in different agencies. </li></ul>
  3. 3. <ul><li>Cities: Barcelona, Madrid, Moscow, Frankfurt with short period stands in London, New York and Berlin. </li></ul><ul><li>Agencies: BBDO Barcelona, Publicis Casadevall Pedreño Madrid, Euro RSCG Barcelona, McCann-Erickson Barcelona, McCannErickson Moscow,El Laboratorio Springer & Jacobi Barcelona-Madrid. </li></ul><ul><li>McCann-Erickson Frankfurt, McCann-Erickson Madrid, BSM Valencia, Dimarco Valencia </li></ul>
  4. 4. Somebody wants me to have an idea for an advertising campaign <ul><li>That is happening to us right now, everyday. </li></ul><ul><li>To others, it will happen sooner or later. </li></ul><ul><li>What should we do when that happens? </li></ul>
  5. 5. How to start thinking <ul><li>First of all let me show you where’s our society right now. </li></ul><ul><li>http: //www . youtube . com/watch ? v=XNkrTYfPzyI & feature=PlayList & p=FB6E789F4E9E8985 & index=15 </li></ul>
  6. 6. <ul><li>Second, Let me show you how things have change in the marketing and advertising world. </li></ul><ul><li>http : //www . youtube . com/watch ? v=ciSrNc1v17M </li></ul>
  7. 7. <ul><li>Yes times are a-changing (Bob Dylan dixit). </li></ul><ul><li>People rejects interruptive advertising/traditional advertising. </li></ul><ul><li>They have access to tones of information and they have been surrounded by ads and marketing for so many years that they think they know to do our job and furthermore, they think they can do it by themselves. </li></ul>
  8. 8. <ul><li>Techbology let them do it. And that’s exactly what they do: they do ads, they record videos, they write blogs: THEY ARE PRODUCING CONTENTS. </li></ul><ul><li>THEY ARE NOT CONSUMERS ANYMORE. THEY ARE PROSUMERS </li></ul><ul><li>PRODUCERS +CONSUMERS </li></ul><ul><li>And that means just one thing: </li></ul>
  9. 9. <ul><li>You gotta come up with really different ideas. </li></ul>
  11. 11. OK, ED. HOW CAN I GET FOLLOWERS? <ul><li>I like you to make me that question.Basicaly following a few of my advises. </li></ul>
  12. 12. 1.Focus in what’s really important. <ul><li>People (including you) rejects information the same way. </li></ul><ul><li>Nobody wants to waste his time </li></ul><ul><li>That’s why they don’t look at complicated things. An idea must be clear and simple. </li></ul>
  13. 13. <ul><li>Am I sure nobody pays attentions at the details? </li></ul><ul><li>Check it out by yourself: </li></ul><ul><li>http: //www . youtube . com/watch ? v=ubNF9QNEQLA </li></ul>
  14. 14. 2. Watch out what are your sources of inspiration <ul><li>Try to look for the unexpected. </li></ul><ul><li>Keep in touch with sources of inspiration from many different places. </li></ul><ul><li>What you see is what common people see. </li></ul><ul><li>And people think the same way you do. </li></ul>
  15. 15. <ul><li>http : //www . youtube . com/watch ? v=ZyQjr1YL0zg </li></ul>
  16. 16. 3.Find the sweet spot <ul><li>Any idea will be outstanding neither for you nor your follower if it has nothing really inspirative. </li></ul><ul><li>Inspirations lays in just one point: the sweet spot. </li></ul>
  17. 17. What’s a sweet spot? <ul><li>Talking in baseball terms: the sweet spot is the spot where if the ball hits in it bounces back with an unexpected speed and power breaking the limits of what it is considered a normal hit. </li></ul>
  18. 18. What’s an advertising sweet spot? <ul><li>Talking in terms of advertising a sweet spot is a powerful INSIGHT wich is able to push the campaign to the unexpected limits of success. </li></ul>
  19. 19. OK wise guy (you wonder) and what’s an INSIGHT? <ul><li>An insight is the hidden key wich will lead you to awake the interest of your floower/consumer. </li></ul><ul><li>Good INSIGHTS are the real </li></ul><ul><li>“ sweet spots”. </li></ul>
  20. 20. Something else about the INSIGHTS? <ul><li>The INSIGHTS should be part of the brief. Or better said: the insights are the keys to the strategy. </li></ul><ul><li>But insights are the path to the idea. </li></ul><ul><li>One way or another you will need them. </li></ul>
  21. 21. How to get the insights? <ul><li>There’s a simple way to get the proper insights as well as the proper ideas: Make questions. </li></ul><ul><li>In Bill Bernbach words: “Interrogate the product until it confesses” and “until it betrays the follower/ consumer will”, I’d add. </li></ul>
  22. 22. 4.Make questions <ul><li>Who are we talking to? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>What do they find? </li></ul><ul><li>How many people is searching? </li></ul><ul><li>Why do they search? </li></ul><ul><li>¿What are we offering them? </li></ul><ul><li>Why should they be interested in us? </li></ul>
  23. 23. 5. More questions <ul><li>What does our product do ? </li></ul><ul><li>Why is it exactly the way it is? </li></ul><ul><li>When was it created? </li></ul><ul><li>Who created it? Why? </li></ul><ul><li>Can you change its shape and its colour? </li></ul><ul><li>Who are their competitors?? </li></ul><ul><li>What’s different in our product? </li></ul>
  24. 24. 6-You make questions. You get answers. <ul><li>The estrategy and the creative solutions are in the product. </li></ul><ul><li>An exemple? The brand new Honda diesel engine. </li></ul><ul><li> </li></ul>
  25. 25. What’s the story behind? <ul><li>The story is about a boring brief and a hungry and enough foolish ad team at Weiden & Kennedy. </li></ul><ul><li>They read a lot of obvious issues. </li></ul><ul><li>They ask to themselves: “ Why Honda had never build a diesel before 2007?” </li></ul>
  26. 26. <ul><li>The answer was in Japan. </li></ul><ul><li>So, the creative director and the planner went to Japan to honda headquarters. </li></ul><ul><li>Once there, they did something amazing: they started to ask their doubts to mr. Honda (whoever was him). </li></ul>
  27. 27. <ul><li>The answer: They didn’t built any diesel engine before 2007 because they hated diesel engines. The old diesel engines produced to much smog and too much noise. </li></ul><ul><li>So Honda never produced a diesel engine until they were sure they had the proper answer. </li></ul>
  28. 28. <ul><li>That was it: hate created something better. Cool. Great. </li></ul>
  29. 29. One more exemple: Ameriquest <ul><li>Consumer insight from research: “I don’t like banks wich have prejudices and judge me too quickly. I don’t rely on them”. </li></ul><ul><li>That gave the Ameriquest Mortgage Bank agency the answer. Such a powerful answer that the campaign improve a 35 % the bank’s brand image and increased a 15% the number of mortgages. </li></ul>
  30. 30. <ul><li>http : //www . youtube . com/watch ? v=C8Keo97K9cs </li></ul>
  31. 31. 7-Conclusions <ul><li>Ask +get the insights+think different+get the concept+ think different again=you’ll have the proper and creative answer after working like a dog. </li></ul><ul><li> </li></ul>
  32. 32. <ul><li>That’s the story: only good insghts lead you to good concepts that will lead to great ideas. </li></ul>
  33. 33. <ul><li>So: to get a good idea you need a good brief (full of inspiration)and the guts to ask for a better brief. </li></ul><ul><li>You need the guts to make questions. </li></ul><ul><li>You need the guts to break the rules. Specially nowadays. </li></ul>
  34. 34. To summ it up <ul><li>To get the better ideas you need guts. </li></ul>
  35. 35. Let’s make an exercice
  36. 36. <ul><li>Tourism of Valencia </li></ul><ul><li>Summary </li></ul><ul><li>Our goal – create international awareness of Valencian beaches and sun and city life Reef.' </li></ul><ul><li>We needed a strategy to capture the hearts and minds of consumers and drive innovation in the category. </li></ul><ul><li>The consumer insight is; Y o u don't truly experience something unless you immerse yourself in it. </li></ul>
  37. 37. <ul><li>The strategic leap that challange apart is our desire to have people imagine what it would be like to live Valencia not just visit them. </li></ul><ul><li>Competitively, this elevates the brand as most holiday destinations are positioned and communicated as just that, a holiday, a place to just visit and return from. </li></ul>
  38. 38. <ul><li>It recognises and leverages the instincts of modern international travellers – they no longer seek to just see great sights but take away emotional and powerful experiences from their encounters. </li></ul><ul><li>Our proposition is simply; V a lencia: Experience more. Live more. A strategic positioning with a real insight connection – being a local resident truly immerses you in the local cultures and experiences. </li></ul>
  39. 39. <ul><li>THE CHALLENGE </li></ul><ul><li>Create global awareness for a new tourism brand, with a small budget (by world standards) – what better challenge can you ever get? </li></ul>
  40. 40. <ul><li>When tourists plan holidays in the Mediterranean, destinations such Greek Islands, Italy or even Costa Brava in Catalunya in the same country immediately spring to mind. And, despite the fact that Valncia is a world famous place and hometown of the paella the region and the city are relatively unknown. </li></ul>
  41. 41. <ul><li>Our strategic challenge is to increase international awareness of Valencia and, importantly, transform perceptions of the city and beaches from a popular day-trip destination into an international tourist's dream. </li></ul><ul><li>Tourism of Valencia knows that increased awareness of an aspirational destination like the city in the mediterranean shores , with a fresh and interesting story, will drive visitation over the long term. </li></ul>
  42. 42. <ul><li>So, the strategy for this campaign should be specifically developed for the creation of brand awareness and consideration. </li></ul><ul><li>And while 'size doesn't matter' a further test for the agency is the need to deliver the compelling central idea to resonate with people across the world, across varying cultures, with a nominal 1 million budget. (Including all production and media). </li></ul>
  43. 43. <ul><li>OK. You’ve got 20 minutes to ask, get the insights, think different, break the rules and get the outstanding idea. </li></ul><ul><li>Ready? Steady? Go!!! </li></ul>
  44. 44. <ul><li>Are you done? Ok. </li></ul><ul><li>Take one more look to the brief. </li></ul><ul><li>Change Valencia for Queensland. </li></ul><ul><li>Queensland? The isleands zone by the australian reef barrier. </li></ul><ul><li>Now, get the solution… </li></ul>
  45. 45. <ul><li>http : //www . youtube . com/watch ? v=SI-rsong4xs </li></ul>
  46. 46. <ul><li>Good insight </li></ul><ul><li>Good brief </li></ul><ul><li>Good concept </li></ul><ul><li>Good idea </li></ul><ul><li>Good result </li></ul><ul><li>GOOD BYE. </li></ul>
  47. 47. <ul><li>Thank you very much for your attention </li></ul>