FUEL OF CREATIVE CHAMPIONS

Hugh MunroStrategy Director

Aneeket DayalDigital Strategist

LET’S PLAY.Get a partner.Best of 3.

“Three times lucky.”

“Bad luck comes in threes.”

“Three times lucky.”

28,000,000,000 GB of data is produced. Daily.

When life gives you data, make

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ROLE OF DATA IN THE CREATIVE PROCESS

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ROLE OF DATA IN THE CREATIVE PROCESS

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DATADATA

The insightotonic fuel for ideas.

Step 1

Treat data as the start of a question, not the answer.

“Data itself isn’t the solution. It’s just part of the path to that solution.”

Kristian J. Hammond, Harvard Business Review

Fact: 80% of men are stealing dabs of their woman’s moisturiser.

Fact: 80% of men are stealing dabs of their woman’s moisturiser.

Insight: Men want to take care of their skin without looking like a girl.

http://www.youtube.com/watch?v=Uk-2HnfVocI

Step 2

Mix with a healthy embrace of contradiction.

Data Contradictory Data

Data Contradictory Data

Here be stories

Australian women use “swim wear”

over “bikini”.

Australian women use “bikini” over

“swim wear”.SOURCE: Google TrendsSOURCE: Google Trends

Australian women use “swim wear”

over “bikini”.

Australian women use “bikini” over

“swim wear”.SOURCE: Google TrendsSOURCE: Google Trends

In October, women prefer to think about “swim wear”…

…but by January, they’re finally ready to embrace the “bikini”.

Step 3

Finish with a good measure of willing ignorance.

of train-related deaths in 2011 were suicides.81%

SOURCE: Transport Safety Victoria

Eat a tub of super glue

“We are so busy measuring public opinion that we forget we can mold it. We are so bust listening to statistics we forget that we can create them.”

Bill Bernbach

1. Treat data as the start of a question, not the answer.

2. Mix with a healthy embrace of contradiction.

3. Finish with a good measure of willing ignorance.

IDEA

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DATADATA

Your one stop shop for data fueled story telling!

“Never trust anything that can think for itself if you can't see where it keeps its brain”

J. K. Rowling

Step 1

Data is not the story, but part of the narrative.

Bridging the gap from numbers to story.

STATS TESTED

DATA THE FACTS THE ANGLE THE

STRUCTURE THE

LANGUAGE

STORY TO TELL

CREATING THE NARRATIVE

DATA ONLY APPROACH

CNN Freedom Project

DATA-FUELED STORYTELLING

Millions of people from 200 countries have visited slaveryfootprint.org to discover their connection to modern-day slavery.

Same data, new approach.

THE POWER OF MOVIES

Created for COMMUNITIES not just demographics!

Step 2

Add a pinch of emotional context.

COMMUNITIES ARE FUELED BY EMOTIONAL CONTEXT

1. Passion 2. Share interest 3. Collective 4. Purpose 5. Real-time

AN EMOTIONAL STORY FOR ASOS

EMOTIONAL DATA

- Disillusioned & disinterested about the idea of marriage.

- Yet would happily marry their favorite piece of clothing.

RATIONAL DATA

- Always out and about.

- Reside within CBD locations.

- IX: 300 try something new.

Fashionista Community

http://www.youtube.com/watch?v=n5Fmxg-Kahg

“Success comes from standing out, not fitting in.” Don Draper

Step 3

Challenge the media status quo.

THE EXPECTED

Audience Data:

- 600,000 unique visitors a month

- 81% Women

- 19% Men

WHAT ARE 114K MEN DOING ON AWW?

THE UNEXPECTED

- Over-index in online purchases - Show higher response rate to ads - Stay longer on WW Article pages- Household decision maker - Enjoys social media

Nielsen and RM 2013 Stats

Making the SMH Sexy for 1 Day = 0.35% CTR

1. Data is not the story, but part of the narrative.

2. Add a pinch of emotional context.

3. Challenge the media status quo.

FUEL OF CREATIVE CHAMPIONS