CUT COPY TASTE by SAJJU AMBAT MD STRATA CONSULTING
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This document appears to be a presentation summarizing various branding and advertising campaigns. It discusses campaigns that addressed concerns about country of origin products, drove preference for older brands, and solved iodine deficiency. It provides insights, ideas, and executions for campaigns targeting audiences like Japanese males and working mothers. The presentation emphasizes finding unexpected ideas, using technology to enable ideas rather than being the focus, giving people ways to immerse in ideas, learning from target behaviors, and finding creative opportunities in the entire marketing process.
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CUT COPY TASTE by SAJJU AMBAT MD STRATA CONSULTING
- 1. AUTHOR: SAJJU AMBAT MD – STRATA BRAND CONSULTANCY @_saj_ The views expressed in this PowerPoint are personal observa4ons and interpreta4ons
- 2. 9/28/15
- 5. cutthecrap
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- 10. the campaign these days 1. influence 2. involve 9/28/15
- 11. “ideas that change mindsets - drive sales” 9/28/15
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- 13. Show stopping promoter girl 9/28/15
- 14. Objective – showcase the abilities of the motoman to the world Insight – eventually a good student becomes better than the master Idea – recreate the superhuman feat of master Isao Machii Execution – Yasakawa bushido project 9/28/15
- 15. Objective – make a famous celeb even more famous Insight – two is better than one Idea – create an android Execution – Matsuko-roid9/28/15
- 16. Objective – get japanese males excited about quicksilver Insight – men like reliving youth Idea – true wetsuits Execution – suits designed to work& take a break9/28/15
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- 18. copydonotsteal
- 19. Stealing is not cool Be inspired stay unique 9/28/15
- 20. Objective – to address a nations concern on country of origin products Insight – leverage SPC made in Australia Idea – use packaging and labeling to drive differentiation Execution – #myfamilycan INTEGRATED GOLD 9/28/15
- 21. Objective – Drive preference for a 46 year old brand Insight – food makes moods & vice-versa Idea – Flavored by moods Execution – Recipes for various moods (online/offline) INTEGRATED GP 9/28/15
- 22. Branded content GOLD Objective – in a cluttered market created differentiation Insight – Noodles is incomplete without soup Idea – Reunion Execution – #myfamilycan9/28/15
- 23. BRANDED CONTENT SILVER Objective – change the way people with eyes see blind people Insight – when we lose one of our senses, the other gets stronger Idea – make disability the new ability Execution – BLIND TATSE9/28/15
- 24. Objective – to embarrass those who copy (spirit airlines) Insight – even in adversity there is opportunity Idea – awareness through brand actions Execution – SCOOT COPYKIT PR Silver 9/28/15
- 25. Objective – to solve the problem of iodine deficiency Insight – work with existing habits Idea – the red dot Execution – iodine patches in bindis9/28/15
- 26. BRANDED CONTENT bronze Objective – in a rational advertising market, stand-out by spending the entire budget on brand experience Insight – in sport skill is more important than theory Idea – kobe’s training Execution – temple of deadly quickness 9/28/15
- 27. Design Gold Objective – to launch Pola’s – Apex range a science-based skin care system that is customized to each user's skin condition Insight – disrupt the most perfect category Idea – unbeautiful faces Execution – mirrors 9/28/15
- 28. BRONZE MOBILE Objective – to launch the new business class cabins Insight – at boarding gates, passengers are thinking of the discomfort of long flights Idea – instant upgrades Execution – upgrade challenge9/28/15
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- 30. #tasteiscrucial
- 31. Objective – to leverage sponsorship deal of rugby team Insight – bragging rights at games are very popular Idea – make it possible to view the game from the sidelines Execution – Slideliner PR silver 9/28/15
- 32. Objective – to drive people to a dvd store that was forgotten Insight – classics can be reinvented by adding a new experience Idea – use panic to create pleasure Execution – worlds first interactive coupon & first oculus horror movie DIGITAL MARKETING 9/28/15
- 33. Objective – to raise awareness on autism among mothers Insight – children with autism like to interact with digital devices Idea – program created for interaction Execution – look at me 9/28/15
- 34. Objective – to launch Gear VR and humanize the tech Insight – technology can create a new class of memories that never previously existed in our lives Idea – LifeLive Execution - break the distance barrier using VR9/28/15
- 35. Objective – to showcase how cybozu supports the working mom Insight – working woman need empathy not sympathy Idea – support working moms Execution – Am I OK9/28/15
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- 39. Objective – to highlight the heritage of the brand Insight – the true test of love is time Idea – time is love Execution – the penguin metaphor Film bronze 9/28/15
- 40. Objective – to showcase the low emission performance of Sakura Insight – sharing is caring Idea – 50% less emission Execution – shower share Film silver 9/28/15
- 41. Objective – dramatize scalp care Insight – japan is a stressful society & stress causes scalp dirt & reduces hair thickness Idea – stress harass Execution – japan-specific stress Film silver 9/28/15
- 42. Objective – to compliment the broader infrequent flyers campaign Insight – loyalty programs are seen as pointless. Idea – show that infrequent flyers are more important than frequent flyers Execution – Don’t fly much, join the club Film bronze 9/28/15
- 43. Objective – to highlight the product feature of easy abs training Insight – hopefully humor will sell the product Idea – train abdominal muscles by falling over Execution – summer version, winter version, new version Film bronze 9/28/15
- 44. Best script Objective – to emphasize the quality of milk Insight – right selection is the benchmark of quality Idea – top quality cows equal top quality milk Execution – farewell9/28/15
- 45. Best cinematography Objective – to thank all you lovely people Insight – no individualism, no one hero, the story of us is important in todays world Idea – without us I am nothing Execution – together we make #betterideas 9/28/15
- 46. 1. Expected ideas will give expected results – find NO WAY IDEAS 2. Tech is not the idea or execution – it is just an enabler of the idea 3. In a campaign give people a chance to immerse in the idea 4. Learn from target’s behavior and create work that people care for 5. There are opportunities to be creative in the entire marketing process 9/28/15
- 47. Q AUTHOR: SAJJU AMBAT MD – STRATA BRAND CONSULTANCY sajju.ambat@stratavn.com @_saj_ The views expressed in this PowerPoint are personal observa4ons and interpreta4ons 9/28/15