This document discusses concept design and the importance of insights and human truths in developing ideas. It provides examples of insights such as how hunger can affect people's behaviors. An example is given of a Snickers campaign that realized people are not themselves when hungry. The document also discusses the importance of understanding human truths about a product or service by asking questions about consumer behaviors and motivations. As an example, it describes how a Las Vegas tourism campaign identified that people view Vegas as a place to freely indulge without judgment from others. The document advises targeting specific audiences rather than masses and provides tips for gathering information about a target audience and comparing competitors.

1. What is Concept Design? = Ideas
Concept Design: Week 1

2. Ideas Are Best Rooted Insight
● What is insight?
○ In the world of advertising, finding good insights is vital to the success of campaigns. An insight is a
true revelation of the consumer. Find out why your target think what they think, behave as they behave
and feel what they feel. And work on it to respond to real needs.
○ Insights can be facts (stats or data)
○ Insights can be something you notice people do naturally in their behavior.
○ Insights can be how naturally people feel when something (xyz) happens.
○ If you understand insight, you can use it to your advantage to place advertising in places people
naturally go, naturally interact with an advertising, the visuals naturally align with the brand and the
consumer so it feels seamless. People watch!

3. ● What is
the
insight?

4. Ideas Are Best Rooted Human Truths
● What is true about the brand - specifically about the product or service they offer?
○ Finding your brand story means answering the questions we sometimes want
to avoid.
○ “Find the central truth about your whole product category. The central human truth. Hair coloring
isn’t about looking younger. It’s about self-esteem. Cameras aren’t about pictures. They’re about
stopping time and holding life as the sands run out.”

5. Ideas Are Best Rooted Human Truths
● What is
the the
human
truth?

6. Ideas Are Best Rooted Human Truths
We’ve all seen flower ads that talk about how pretty the flowers are, how much she will love them, blah blah blah.
But, the minds behind this ad wanted to speak to a central human truth — the use of flowers to get out of the dog
house: That’s something most people (ehem, men) buying flowers can relate to.

7. Campaign: You’re
not you when
you’re hungry (2010)
● Snickers proved to be more than
just a candy bar. In 2010, Snickers
discovered a truth: You’re not you
when you’re hungry.

9. Mars Case Study
● For example, if you are a company that sells candy (Snickers) you need to ask the
following questions.
○ If you eat candy, why? What types of candy do you enjoy the most. If you eat what the
company sells, why do you enjoy that over another company? What about candy makes
you tick? What do you want to experience by eating candy? Whom do you affect by eating
candy? What do you gain? What do you lose? At what time of the day you eat candy? Why
do you eat candy?

10. You’re not you when
you’re hungry

11. Mars Case Study
● The insights that Snickers learned was that:
○ Everyone experiences hunger
○ Hunger can make people act different from normal

12. You’re not you when
you’re hungry

13. City of Las Vegas Case Study
● For example, if you trying to promote a town to increase traffic and create an
advertising campaign. How do you do this successfully?
○ If you go to Vegas, why? What do you do when you go to Vegas and why do you enjoy that
the most? Why do you go to Vegas versus any other city? What about Vegas makes you
tick? What do you want to experience by going to Vegas? Whom do you affect by going to
Vegas? What do you gain? What do you lose?

14. Campaign: What
happens here,
stays here (2003)
● The company R&R Partners, is best
known for creating the advertising
campaign slogan .discovered a
truth:"What Happens in Vegas,
Stays in Vegas" for the City of Las
Vegas.
(2017
)

15. City of Las Vegas Case Study
● The insights that City of Las Vegas learned was that:
○ Vegas is a party city where people want to go (not a family friendly city)
○ When you come to Las Vegas, you have the freedom to do things here that you wouldn’t do at
home and no one back home will know

16. Campaign: What happens here, stays here
(2003)

17. False Assumptions:
● Advertise to the masses to get the most bang for your buck
○ Choose a target audience that is small that has a specific niche for your product
or service. Not everyone eats at fast food and some people are vegetarians.
16-25 much younger target audience versus 16-45.
■ Words, imagery, tone would be different for someone in their 20’s, 30’s,
and 40’s.
■ Social media usage and income is going to be different for this age range
as well.

18. False Assumptions:
● Advertise to the masses to get the most bang for your buck
■ Identify the differences between females and males.
■ “Working” mom versus “stay at home” mom
■ Single dad?
■ Determine the activities they do daily. Do they have to make meals for their
families or do they eat out alone or with friends? Do they have to go to
sleep early to prepare children to go to school?
■ What types of things do they like to do on the weekend?
■ Are they educated or have no formal education?

19. False Assumptions:
● What I believe about a product or service must be true for all people my age
■ Try to take out thoughts and feelings out of decision-making when it comes
to behaviors and attitudes
■ Use empathy to understand the client (putting yourself in other people’s
shoes. Looking at things from their point of view)

20. How to Complete My Assignment?
● Identify detail about your target audience by breaking information about your
audience into the following categories (do research on this):
○ Demographics: Gender, age, heights, weight, hair color, income level
○ Geographic: where they live, where they work, where they go for certain
activities (sports, shopping), where they go to hangout
○ Behavioral: things they do, how they behave, their lifestyles, ways they use a
product or service.
○ Attitudinal: how customers are influenced by how they think, (their attitude
towards any given item or service)

21. How to Complete My Assignment?
● When you identify your competitors, find differences between all of them when it
comes to marketing strategies. This example is Burger King Vs McDonalds.

22. How to Complete My Assignment?
● Compare/contrast: Where are
the restaurant located?
● What generation is going to
each restaurant?
● Why do they go to that specific
restaurant?
● What’s the experience they like
and are expecting when going
to the restaurant?
● Prices?
● How do you describe the company?
● What evidence did you see that brings
you to your conclusion (photography, the
current logo, the tone of the copy used in
promotions or on the website)?

23. Next week:
● I will teach you specific techniques that are used in advertising to promote a
product or a brand.
● These specific techniques are ways/methods you can use to advertise in a smart
way.
● Have you seen an ad or a commercial that has made you laugh?, cry? Or be like
...what just happened? Or how did they come up with that? Or that was straight up
truth... By understanding these techniques, you can come up with really original
ideas that capture people’s attention.