insight mining ii
TRANSCRIPT
Insight Mining
Most important step creative development
Those who are involved with the product
are greedy
My product has three new
ingredients!
My product does this and
that and this as well!
My product should appeal to
all men and women, in
urban and rural areas
Don’t forget those
endorsements!
Poor Briefs are more product focused than
consumer focused
“This is what we have invented!”
Not
“These consumer needs are fulfilled”
Some tips on writing a good brief
Outside in thinking: be consumer focused. Ban the “AND” word: don’t let the second idea creep
in. Be focused on one idea, one thought. Make some real DISCOVERIES about how the
consumer thinks and feels. Don’t exceed the single page!
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r eat iv e D ir ec t o r
F ir s t R ev iew
D at e D at e is s u ed C r eat iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t at io n
C r eat iv e B r ie f
ad v er t is in g
C l ien t J o b n o
Pr o duc t
Desc r ipt io n
R equir ement A ir /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
Why are we Advertising?
The roles and goals of the advertising in meeting the marketing and communication objectives.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
Who are we talking to (and what do we know about them)?
Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
What do we want them to think or do?
The desired change in their thinking or behaviour that will occur as a result of the advertising.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
What is the core brand insight?
The surprising, new insightful connection which springs from
Insight MiningTM
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.
The Lowe Creative Brief:
Eight Questions to answer in one page.
A ppr o v a l o f B r ie f
S t r a t eg y an d T imin g
A c c o u n t D ir
P l an n in g D ir
M an ag emen t
C r ea t iv e D ir ec t o r
F ir s t R ev iew
D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew
W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n
C r ea t iv e B r ie f
ad v er t is in g
C l ient J o b n o
Pr o duc t
Desc r ipt io n
R equir ement Air /Inser t io n dat e
Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.
Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.
What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.
What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM
What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.
Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.
What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.
What executional considerations are there? Legal, branding, logistical and directional input.
What executional considerations are there?
Legal, branding, logistical and directional input.
Consumer Insight is the most
important value addition we can
make to a client’s brief!
“The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual
value.”
Oscar Wilde
Consumer Insight:The heart of our strategy
Consumer Understanding
ConsumerInsight
Brilliant Innovation
Impactful Communication
Fact Vs.Truth
Facts are Cold!
Truths are electrifying!
Fact:
Milk goes with many things!
Truth:
You only notice milk when it isn’t
there!
FACT:
Candies are for sharing.
Truth:
When you have some tasty
candies, the last piece is the most
precious!
Discovering the insights to change behavior
CURRENT:
Current behavior
FUTURE:
Future behavior
BECAUSE:
Currently think/ feel
If we make them think/ feel differently
CONSUMER INSIGHT
COMMUNICATION STRATEGY
Communication Development process
BUSINESS CHALLENGE
COMMUNICATION CHALLENGE
COMMUNICATION STRATEGY
ADVERTISING IDEA
CONSUMER INSIGHT
IDEA SPRINGBOARDS
An Insight is a deeply felt human
truth that bonds our brand to our
consumer.
AXE:
Every man dreams of the woman
making the first move!
Sprite:
Generation X’ers think it’s cool to
believe that Image is Unimportant!
Lipton Cup-a-Soup:
The eager beaver is secretly envied
by most co-workers!
Rexona:
When you are under pressure, you
need to feel cool and in-control to
come through!
Thank you
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Discovering Insights