How to develop creative propositions?

Case study of wheel lemon fresh

The problem

of our lives!

The creative brief!

What our worthy friends have to say?

Does not say ONE THING!

What EXACTLY needs to be said?

Sparks off no creative ideas!

But we went through

all the rigour!

The RIGOROUS brief development process!

Resounding Concept winner

Top 1% bar winner

Brilliant insight

Survived many brief

challenges!

Where lies the problem?

The problem with most briefs!

The proposition

Loaded!

uninspiring!

The solution...

pipPost-it proposition

What is pip?

Proposition in NOT

more then 5 words!

Good enough to

be the BRAND

TAGLINE!

Sparks of atleast 3 creative ideas!

But how does one

get to this PIP

INTERVENTION in our current brief dev. process

Winning concept/product

Brandkey

Creativebrief

Campaign

Intervention

adcepts

Adcepts for creative

development

What are adcepts?

Adcepts are stimulus for researchThey are not conceptsNor are they adsBut contain enough of an idea to stimulate consumers to help you identify the best expression for a creative brief or in other words the PIP

They look a bit like the contents of a creative’s bin/half formed...scribbles

For example…

proposition: big nose

So big, you can smell your own ear

So big, one sneeze destroys Seattle

So big, you can conduct music with it

So big, you can smell the coffee in Brazil all the way from U.S.

Bignose

Who writes adcepts?

Ideally, the creative team…along with the brand team of Agency and Client

This works like a “BIN” for the entire team to arrive at the most compelling and creative expression of the proposition

And go on to become the springboard from which the creative takes a leap

How do you create adcepts?

Start with the winning brand propositionsCut the proposition in as may different ways that you can think

Convert the ones that seem the most stimulating into adcepts (Illustration + Tagline)

While adcepts are not creative ideas, they must all be quasi-creative and should have freedom for creative development

It is NORMAL to have adcepts that:- Overlap- Uncover whole new areas- Not fit at all- Not make sense to anyone

How do you use these adcepts in research?

Remember…they are stimuli to stimulate the respondents to help you get to the best expression

Use them like a deck of cards…generally put about 15-20 into the group

…introduce them as very -very rough ideas and get respondents to talk about what they mean …to sort them/to map them/to reject irrelevant ones …to talk about what fits with the brand as they see it …to explain what it is about any particular one that

gives it its meaning It is very unlikely that any one adcept will ‘win’ You are not looking for a winner…you are looking to get

an expression that could lead to the winner

Adcepts in action

Green Wheel Case History

Green wheel history and background

Launched in 1988, Green Wheel was an immediate success and helped arrest the HLL decline of share to Nirma

In 1990, Green Wheel tried to gain share from Nirma by capitalising on its ‘High Soda’ content which resulted in the “Safe on Hands” proposition

While this proposition was initially helpful in gaining share, in the long run it started hurting the brand as it was seen as a mild powder which could not clean effectively

Many campaigns had been done to boost the cleaning credentials of the brand, but the mild perception did not change

This was yet another attempt at the same!

The need of the hour was….

To express the brand’s cleaning ability in a way that it was:

- Unique from competition and what we had been saying

- Relevant to the Nirma consumer - Credible coming from what was seen as a mild brand - Compelling enough to get the Nirma user to try Wheel

The approach:

laddering the benefit

performance

less effort

recognition

Starting point:

Winning Proposition

tough dirt removal with less

scrubbing - giving you extra energy

Key task

to find an expression which

captured the laddered proposition

& was creatively inspiring

In came the intervention…

adcepts

proposition & Expressions tested

Antidote for back breaking dirt

Wheel squeezes the dirt out of clothes, not the energy out of you

Wheel breaks the back of dirt, not your back

With Wheel you don’t need clothes to beat clothes (with a brush/bat) to get rid of dirt.

Clingy Dirt

Wheel pulls out the most ‘clingy’ dirtWith Wheel it is less of a hassle to remove ‘clingy’ dirt

Routes & Expressions tested

‘Lite Wash’

With Wheel you are fresh & cheerful even after washing clothes

Washing a bedsheet feels like washing a handkerchief.

No need for a brush, only one finger to clean collars

‘Power wash’

Turns your bucket into a washing machineTwice the foam gives you twice the power

Winning Adcepts

Wheel Mail ko nichode, aap ko nahi.

The word ‘nichode’, specifically, was picked up by consumers. According to consumers it described the effort that laundry takes up, well.

The visual of the woman squeezing the lime was interpreted as the woman being able to do the laundry easily without any ‘tension/hassle’.

The woman looking relaxed and in control was especially liked by consumers. Clearly an aspired need.

The ‘less effort’ was expected to come from scrubbing less.

Winning Adcepts

Wheel Mail ki kamar tode, aap ki nahi..

Here too it was the expression ‘kamar tode’ that got respondents involved in the adcept. It was a very relevant expression of the effort that they put into washing.

There was a strong connect with tough dirt with this adcept, possibly because of the cleaning action being shown using the Chakra.

Again ‘less scrubbing’ was the expected benefit which would result in making washing less back breaking.

And this lead to the development of

our

PIP!

The pipPost-it proposition

Kamar todh

Mail ka ilaaj!

Solution to back-breaking dirt!

And this inspiring PIP lead to a

great

creative idea!

Evolution of the creative idea…

Well begun was half-done!

Solution to back-breaking dirt

How do we depict back-breaking dirtin a way that it does not depict drudgery!

Yet conveys the difficulty/effort in washing

Is there an established representativeof tough clean who we can ride on?

The creative idea

With our TG, Dhobi is a character who connotes difficult wash as that is what they give to him

And it also gives the reassurance of a certain benchmark in quality

Thus, the expression allowed us to communicate the duality of Tough Dirt & Less Effort

Dhobi ki dhulai!