Campaign Ideas1

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Campaign Ideas1

  1. 1. CAMPAIGN IDEAS SEE, listen , understand , think and….. SAY! -novi kresna murti-
  2. 2. “ Be an antrophologist first, then be an Ad man!” -James Walter Thomson-
  3. 3. PEOPLE . Do we really know them?
  4. 4. Campaign Ideas: 1 st : See, and listen…
  5. 5. See and Listen: OMO OMO ROBO OMO MOTHER OMO AFRICA What’s the idea? What’s the insight?
  6. 6. The Idea: Dirt is Good! <ul><ul><ul><ul><ul><li>The Omo 'Dirt is Good' campaign aims to change the way we think about dirt, seeing it as an important part of learning and development.  </li></ul></ul></ul></ul></ul><ul><li>We see dirt differently. We believe 'Dirt is good!‘ (unilever.com) </li></ul>
  7. 7. The Idea: Dirt is Good! “ it’s not dirt, it's a star in the making&quot; to make the association between getting dirty and learning. (unilever.com)
  8. 8. See and Listen: The AXE Effect What’s the idea? What’s the insight?
  9. 9. See and listen: REXONA What’s the idea? What’s the insight?
  10. 10. REXONA: It won’t let you down! <ul><li>“ Rexona gives you the confidence to handle whatever the day has in store </li></ul><ul><li>because you know </li></ul><ul><li>your deodorant: </li></ul><ul><li>won't let you down ” </li></ul><ul><li>(unilever.com) </li></ul>
  11. 11. REXONA: It won’t let you down! <ul><li>With Rexona's unique body-responsive technology, which releases extra protection as you need it, you'll know that your deodorant won't let you down (unilever.com) </li></ul>
  12. 12. REXONA= A trusted Partner
  13. 13. Campaign Ideas: 2 nd : Understand and Think…
  14. 14. What’s the Consumer Insight? The very unique statement from the consumer?
  15. 15. The consumer decision process Social/Cultural Influences The decision process Psychological influences
  16. 16. The Consumer Decision Process <ul><li>How consumer think and making decision about product? </li></ul><ul><li>Why they buy? What they buy? How they go about certain products. </li></ul>
  17. 17. Campaign Ideas: 3 rd : ……….SAY!
  18. 18. What to say? The Proposition. The single-minded idea that we’re going to propose?
  19. 19. How to say? The Execution. How to deliver the message. The Brand’s personality . The 3 C: Content, Context, Channel
  20. 20. Orange Campaigns: The Brand Personality & Emotional Bonding:
  21. 21. Thank You!

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