scratch!1
Post on 21-Oct-2014
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How to dig deep, unravel, unearth the truth behind the truth and make effective communication campaignsTRANSCRIPT
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HOW TO DIG DEEP. UNEARTH AND UNRAVEL.
FOR EFFECTIVE COMMUNICATION.
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SCRATCH! means going deep.Discovering the hidden.
Removing layers.Finding that moment of truth.
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MAKES US THINK UNIQUE
Unravel InsightsSticky Brand IdeasHyper Engagement
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FOR INSIGHTS
Fear of Missing Out
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CONFLICT AND PLEASURE POINTSSocietal conditioning vis a vis Personal PassionCultural factor vis a vis ProgressivenessFamily First ( Indian context)Want vis a vis NeedFinding that Spark
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Freedom is an ATTITUDE
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Be bold. Wear your Style.
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Music reflects who I am
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Be a Game Changer
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Join those DotsConnect passion, pain, ambition, reality, what they say and feelLive Their LivesRead, watch, eat, drink, play, suffer… their livesAttitude vs Behaviour changeInsights do not announce themselvesCasual conversations, media, the retailer, the priest, doctor and teacher
THE DIFFERENTIATOR
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FOR BRAND IDEAS
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WHAT CREATES DISRUPTIONChoice can be cruelDramatize that differenceBe confident to rejectChange the actors, not just the scriptIf love is blind, why do plastic surgeons make so much money?Pardon me, but your strategy is showing
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Being stubbornly consistent
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Consumption Rituals
Corona with lime wedge Oreo with milk
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Re-think the conventional
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Anti-establishment mind set of the late 60’s.
Defiance against the cola establishmentPortrayed 7-Up as a symbol of dissent.
Popular values of the public Catapulted 7-Up into the position as the third leading
soft drink in America.
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THE DIFFERENTIATOR• Find the Gap• Keep it simple, silly• Think Different• Brand at the heart of the
idea• Power to engage• Strength of endurance
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FOR HYPER ENGAGEMENT
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CONVERSATIONS. PARTICIPATION.Media channel agnosticUnexpectedDrives EngagementProvocationTouch Points
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#CODES
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THE POWER SHIFTSocial Media, DigitalCounter- CultureConversation EconomyPeople Trust People MostVirtual Brand Experiences
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STEPHANIE JOANNE ANGELINA GERMANOTTA TO LADY GAGA
#Constant redefinition to keep pace with the change
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PEOPLE AT THE CORE
# Brand Messages to Brand Conversations
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DEMOCRATISATION OF TECHNOLOGY AND CREATIVITY
# Communication has lead these changes
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THE FIVE PERCENT CLUB
# 5% media spends in something creative and contagious*
*Publicis Cannes 2011
TUMS- digestive pills being sampled with TUMS “boys” shadowing pizza boysWhere entertainment becomes a part of sampling
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CONSUMERS ARE THE NEW #BRAND TEAM
# Brand Evangelists, PR Agents, Communication Creators
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Bright minds on the jobCreate your own case studyGet out of comfort zonesDon’t chase numbers- set right measures
ASK THOSE QUESTIONS