Copy training. Tutto quello che dovete sapere


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

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Copy training. Tutto quello che dovete sapere

  1. 1. Excellence in copy development Copy strategy & copy execution come si sviluppano, come si valutano Flavia, Oct 2010
  2. 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
  3. 3. 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
  4. 4. Il ciclo: sviluppo e learning Insights Concept development Copy strategy Copy development Media / Advertising In-market results
  5. 5. Advertising development cycle Test/on air Concept development Copy strategy Adv ideas/executions In-market results Creative brief Learnings /Insights
  6. 6. Strategy
  7. 7. 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
  8. 8. 9 Concept vs. copy development  Headline  ACB  Benefit  Reason why  Insight  Benefit  Reason why  Brand character
  9. 9. 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
  10. 10. 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
  11. 11. FAQ (rispondiamo insieme)  Perché 1 beneficio?  Quando cambiare una copy strategy?  Le NPD’s cambiano la strategia?  Perché abbiamo bisogno di un Brand Character?
  12. 12. 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
  13. 13. Workout – Scrivete la strategia long term di:  Restivoil  Angstrom  Santangelica Non più di due righe per sezione!
  14. 14. Strategy Insight Execution
  15. 15. 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”
  16. 16. 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
  17. 17. 18 Handouts About Insights
  18. 18. 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..)
  19. 19. 20 Handouts Advertising brief and AD MAP
  20. 20. Execution
  21. 21. 22 22 L’ESECUZIONE è FONDAMENTALE  Consumers don’t see advertising briefs and communication strategy..  THEY SEE EXECUTIONS!
  22. 22. Elementi esecutivi 2 executional key drivers:  Advertising Idea  Dramatic idea execution 2 executional tools:  key Benefit Visual  Selling Line (Payoff)
  23. 23. 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
  24. 24. 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
  25. 25. Workout : scrivete l’advertising idea del copy che vedete
  26. 26.  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  ….  ….
  27. 27. 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
  28. 28. Drama – good practices  Set up an issue  Use human relationships and empathy  Humour  Rug-pull  Challenge viewer pre-conceptions
  29. 29. 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?
  30. 30. Esempi (buoni e cattivi)
  31. 31. Benefit Visualisation (detto anche key visual, o big picture)
  32. 32. 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
  33. 33. Some key visuals..  Titanic  King Kong  …
  34. 34. Esempi (buoni e cattivi)
  35. 35. 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
  36. 36.  …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?
  37. 37. Group work
  38. 38. 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?
  39. 39.  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
  40. 40.  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
  41. 41. Role Play
  42. 42. 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)
  43. 43. 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
  44. 44. 45 Handouts Copy Comment Organizer
  45. 45. 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
  46. 46. 47 Handouts Summary “Copy that works”
  47. 47. Round Table Summary! ..Comments? ..Questions? GRAZIE! Sintesi dell’idea