In comunicazione, alcune cose non cambiano mai. Dalla Bibbia del Marketing, cosa occorre per sviluppare e valutare una buona pubblicità.

1. Excellence in copy development
Copy strategy & copy execution
come si sviluppano, come si valutano
Flavia, Oct 2010

2. Gli obiettivi
Obiettivi
Sviluppare le skills del reparto
marketing di Omega Chefaro
Italia, relative allo sviluppo e
alla valutazione
dell’advertising:
 Brief and lead advertising
development
 Judge advertising

4. Agenda
 La strategia
 Cos’è
 Come si scrive
 Come si valuta
 workout
 L’insight
 Il suo ruolo
 Il creative brief
 Formato e contenuti
 L’esecuzione:
 L’idea creativa - workout
 Il drama - esempi
 Il key visual - esempi
 La sellling line – workout
 Summary Workout
 Valutare una copy execution
 Role Play
 Il copy meeting

5. Il ciclo: sviluppo e learning
Insights
Concept
development
Copy strategy
Copy
development
Media /
Advertising
In-market
results

6. Advertising development cycle
Test/on air
Concept
development
Copy
strategy
Adv
ideas/executions
In-market
results
Creative
brief
Learnings
/Insights

7. Strategy

8. Alla base di un buon copy, c’è una
buona strategia
 Brand equity footprint  Communication
strategy
 Consumer communication needs to bring Equity
to life for the Target Audience
 Copy strategy is the long term basis upon which
we expect consumers to choose our brand
 Ensures consistency: Copy strategy should not
change, commercials do
 Facilitates copy development: sets focus and is
n.1 element to review when evaluating
storyboards

9. 9
Concept vs. copy development
 Headline
 ACB
 Benefit
 Reason why
 Insight
 Benefit
 Reason why
 Brand character

10. Ogni copy strategy ha 3 importanti
sezioni
Benefit (mandatory – brand end-benefit does not change over
time, product benefit can change)
States the brand promise that is the main reason for purchasing the brand
in preference to others
RTB (optional, can change over time)
States the element that makes the benefit believable
Brand Character (mandatory, the same over time)
States the basic PEERSONIFICATION we want the brand to have

11. Com’è una buona strategia? Le 4 D
D elivers on the Brand Equity
D esirable to the Target Audience
D istinctive
Focused on 1 unique benefit, 1 message, not many
D ecisive
Clear, Simple, concise, Same meaning for all
No executional!
What to communicate, not how
Long Term committment

12. FAQ (rispondiamo insieme)
 Perché 1 beneficio?
 Quando cambiare una copy strategy?
 Le NPD’s cambiano la strategia?
 Perché abbiamo bisogno di un Brand Character?

13. Brand Character
Marketing is not a battle about product, but about perception
 You have to decide what image you want for your brand, meaning
personality
 BC must be different vs. Competition.
Yes: NO:
 Charming vs. serious Honest,
 High tech vs. tradition Reliable…
 Extrovert vs. Discrete

14. Workout – Scrivete la strategia long term di:
 Restivoil
 Angstrom
 Santangelica
Non più di due righe per sezione!

15. Strategy
Insight
Execution

16. Vi ricordate l’ Insight?
 ACB’s are given to agencies to inspires creative work. Agency
turns ACB’s (facts/observations) into a meaningful insight and
develop a creative idea around it
 In-sight, the act of apprehending the inner nature of things or seeing
intuitively, producing a clear and immediate understanding
 A consumer insight is a thought, feeling or piece of information which target
consumers would accept, that helps them overcome their benefit barrier,
and thus increases the relevance of the brand benefit
 A-HA! Factor
 The key that unlocks the door
 Una “scintilla di identificazione”

17. Il ruolo dell’insight nel processo creativo
 Quality insights in the brief
 If poor, push back!
 Evaluating creative proposals
 is the creative idea a true
reflection of the Insight?
Insight
Execution
- Creative idea

18. 18
Handouts
About Insights

19. Il brief creativo:
 Project description (dates, budget, type of
initiative, lenght,…)
 Target audience (demographics,
psychographics)
 Basic long term Copy Strategy
 Competitive information
 Key consumer insights
 Current consumer behaviour and desired
consumer response
 Mandatory executional elements (visuals,
demos, characters, selling line..)

20. 20
Handouts
Advertising brief and AD MAP

21. Execution

22. 22
22
L’ESECUZIONE è FONDAMENTALE
 Consumers don’t see advertising briefs
and communication strategy..
 THEY SEE EXECUTIONS!

23. Elementi esecutivi
2 executional key drivers:
 Advertising Idea
 Dramatic idea execution
2 executional tools:
 key Benefit Visual
 Selling Line (Payoff)

24. Advertising (or Creative, or Selling) Idea – the underlying
creative idea of a commercial
Definition
 A mind-opening thought,a creative
perspective about the brand’s
strategic benefit that is executed in a
way that makes it meaningful to
consumer and distinctive vs.
competition, hence more desirable
THE “ACID” TEST
 About the single minded benefit
 Consumer relevant
 Inspires consumer interest about the
benefit
 Distinctive vs. competition

25. Advertising Idea – Il suo ruolo nel processo
 During creative presentations,
Agency should articulate their Adv
Idea and why they believe it is
powerful
 Clients should assess ideas basing
on ACID test, discuss what they
like and what should be improved,
and agree which Idea to progress
 Don’t be sold a bad idea basing on
the promise of a good execution

26. Workout : scrivete l’advertising idea del copy che vedete

27.  Creative Idea – The whites are so white that you
would be proud to show them in public
 Creative Idea – Removes grease even on the last item
you wash
 ….
 ….

28. Drama
 The product story is presented in an
involving and provocative framework
 The selling idea is visualized in the big
picture and dramatized throughout the
commercial: drama is quite simply, what
happens in the commercial
 The purpose of drama is to
 capture and hold consumer attention
 Build positive feelings vs. brand
 Generate interest in the strategic benefit
 Therefore the story must be
- interesting, not dull
- focussed on what the brand does

29. Drama – good practices
 Set up an issue
 Use human relationships
and empathy
 Humour
 Rug-pull
 Challenge viewer pre-conceptions

30. Drama – bad practices
 Complex stories/hard to understand
 Cannibalizing product and benefit
 Crazy/off brand character
 The test
 Gut reaction: is it interesting?
 Read the storyboard, put it facedown and ask
yourself: is the story about the product
benefit?

31. Esempi (buoni e cattivi)

32. Benefit Visualisation
(detto anche key visual, o big picture)

33. Benefit Visualisation
Definition
 A picture or series of pictures which
translates the strategic benefit into
recognizable, easily understood visuals
 The purpose of Benefit visualisation is to
make the benefit
memorable/noticeable, credible and
desirable
 It must be ABOUT the benefit/the
creative idea
 It must be clear and impactful

34. Some key visuals..
 Titanic
 King Kong
 …

35. Esempi (buoni e cattivi)

36. Selling Line (o payoff)
Definition
 A distinctive, memorable and ownable
collection of words that captures the
essence of the selling idea, so that the
benefit belongs to the brand
 It must be ABOUT the benefit
 Easy to remember
 Stimulating

37.  …What else?
 …. Just do it
 … Connecting people
 … Il meglio di un uomo
 Have a break. Have a …..
 Per tutto il resto c’è…
 Smacchia a fondo senza strap
 Un diamante è per sempre
 Il posto più morbido dove mettere il naso
 Du gust is megli che uan
 Senza cuore, saremmo solo macchine
 Keep walking
 Nutre come una merenda, piace come un gelato
 ….. , che gambe!
 ….., come lava!
 Che mondo sarebbe senza…
Workout: li riconoscete?

38. Group work

39. Valutare una copy execution
Sintesi dell’idea
Guardate gli esempi e annotate
 L’insight e
 L’advertising idea (ACID)
 Il benefit (relevant, distinctive)
 Il brand character (in 3 aggettivi)
 Overall drama
Valutate se questi elementi sono:
Provocative, relevant, credible, distinctive, memorable,
about a single minded benefit
Qual è l’esecuzione più forte?

40.  Strategic benefit – Outstanding whiteness
 Selling Idea – The whites are so white that you would
be proud to show them in public
 Key visual: doorstep challenge
 Selling line: would your whites pass the doorstep
challenge?
 Character: Extrovert, confident, up to date

41.  Strategic benefit – Solves the grease problem in
dishwashing
 Selling Idea – Removes grease even on the last item
you wash
 Selling line: takes grease out of your way
 Character: Upbeat, fast, modern

42. Role Play

43. Il copy meeting ideale
Sintesi dell’idea
Introduction
 Objectives of the meeting
 Review creative brief and copy strategy
Presentation
 Explain the copy insights and the key idea
 Represent the executional look and feel of the copy
 Make a recommendation
Discussion
 Listen to each other
 Be sure you understand the idea and the reco
 Stick to fundamental issues
Conclusion
 Agree next steps and timing
 Summary accuracy (wrire report)

44. Copy comments organizer
Sintesi dell’idea
Understanding
 The brief
 The idea
 What’s going on in the ad (the drama)
Evaluating
 Emotional: how does it make me feel? Gut feeling
 Rational: is this s a copy that WORKS? it ON strategy, is the Adv
Idea strong and ACID, are there strong executional elements
(visual, drama, selling line)
Discussing
 Organise your thoughts and communicate to Agency clearly and
positively

45. 45
Handouts
Copy Comment Organizer

46. In Summary
Sintesi dell’idea Headline
 ACB
 Benefit
 Reason why
Creative sparkle!
 Insight
 Benefit
 Reason why
 Brand character
Concept Strategy/brief Execution
 Adv Idea
 Visual
 Visual (opt)
 Tonality
 Selling Line
DRAMA

47. 47
Handouts
Summary “Copy that works”

48. Round Table Summary!
..Comments?
..Questions?
GRAZIE!
Sintesi dell’idea