New Creative Patterns of Thinking

8/12/2019 New Creative Patterns of Thinking

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NEW CREATIVE PATTERNS OF

THINKING

Portoroz, 2010.


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The most engaging and successful

campaigns are those who manage toco-create experiences with consumers


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1. FIGHT FOR A CAUSE/CREATE A

MOVEMENTInvent a cause, a public/social/cultural issue that has a potential

of high interest for TG and build a campaign that will inspire

people to engage with it and to promote this cause.

Brand becomes a warrior for the cause.


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Example 1: Nelta Rent-a-car

Problem:

Nelta rent-a-car had to compete against much larger

rent-a-car companies and had no budget to compete

with them. Strategy:

Decided to tackle the local drivers/domestic tourist

Insight:Bad road conditions in Costa Rica


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Example 1: Nelta Rent-a-car

Phase 1:

- anonymous web site www.costaricaholes.comwas created

- people were invited to complain about Costa Rica

Phase 2:

- brand the web site

- use all comments received via web site in ATL to promote

the message: if you drive through Costa Rica, do it with a carthat is not yours.
http://www.costaricaholes.com/http://www.costaricaholes.com/


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Example 2: MTV Australia

Problem:

how to increase viewership among 14-18 youth when:

- channel perceived as American

- youth cynical towards straightforward advertising Strategy:

- develop a campaign that did not look like advertising

- use a current event: Snoop Dog was going to be sent to

prison and wanted to escape to Australia in order to escapeprison


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Example 2: MTV Australia

The campaign asked people to sign a petition for Snoop Dog

to become Australian citizen (by the law, if X number of

people sign it, it cannot be immediatelly disharged)

Welcome Snoop Dog web site was created

Campaign received huge attention, adults hated it, young

people loved it.


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Example 3: India Votes

Problem:

how to increase the penetration of Gillete when it was

premium priced in a culture where many people do not shave

Strategy:use the to shave or not to shave debate to promote the

brand. It turned out that Indian women preferred men who

took shaving seriously.

Insight:Indians love to DEBATE about anything and everything


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Example 3: India Votes

A huge survey was conducted by AC Nielson on this debate

Asking some very intriguing questions such as:

Are clean-shaved men more successful? Do women prefer shaved men?


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2. EXTREME CHALLENGE

Create a challenge that will inspire people to take an active part in

it or to watch it. Through the active and passive participation in

the challenge, the brand experience, image and awareness arereinforced.

Brand is very visible and active from the very beginning.


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Example 1: Bacio Valentine Day

Problem:

Promoting Bacio chocolates during Valentine day

Strategy:

Bacio is all about LOVE (Bacio means kiss in italian)Impossible online love story was created


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Example 1: Bacio Valentine Day

A story was invented about a man called Giovanni (not veryhandsome) and his beautiful neighboour Gaia whom he likes,but she does not like him back

He tells his sad love story on video on YouTube and that she

told him that if 50,000 people say that she should kiss him,she will

Giovanni creates a FB group trying to gather 50,000 peopleto tell Gaia to kiss himhelp Giovanni kiss Gaia

Bacio supports Giovanni and he gets a campaign on variousmedia in order to attract people

She receives 50,000 emails telling her to kiss him

February 14thvideo of a kiss was created


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Example 2: Puma Hardchorus

Problem:

Promoting Puma as a brand that stands for love for sports

Insight:

Valentine daylots of tension between men and women Opportunity:

Valentine day falls on Sunday (first time in 11 years) which is a

footbal day. Football or girfriendchoice had to be made?


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Example 2: Puma Hardchorus

Men/football fans created an E-card with a love song for their

girfriends

Love song was sang in a fotball fan manner

Although they went to a football game, they showed women

they were thinking about them

Karaoke booths were created around stadiums where fans

could create their own songs and send it to their girlfriends

www.pumachorus.com
http://www.pumachorus.com/http://www.pumachorus.com/


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Example 3: Speights great beer delivery

Problem:

Speight represents the spirit of original people who foundedNew Zealend. Brand was losing its appeal.

Opportunity:

Company received a letter for a person/beer fan living inLondon who said he misses the beer asking where to find itand if they could send him some beer

Idea:

Agency decided to use this events and to send the bar toLondon by boat

They started recruiting volunteers for this 10-week voyage


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Example 4: Best job in the world

Problem:

Promoting a touristic place in time of the incoming financial

crisis

Insight:

People feared losing their job

Strategy:

Create a dream come true job at the particular touristic

destination and promote it


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Example 5: Change your name

Problem:

The water brand Gerolsteiner had a very low awareness and

very low market share in Belgium

Insight:

No family name Gerolsteiner

Strategy:

Ask Belgians to change name. First who does it will win

Porsche and a big supply of water.


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Example 6: Baby made on board

Problem:

The task was to promote the Dodge Journey car which had a macho imageand switch it to a family car image. How to do this, but at the same time topreserve a bit of macho part?

Strategy:

Make love in the car invited people to the showroom to come and testthe carto drive it and to test it for its ability to make love in the car.

First baby to be born 9 months after, the couple will win the car.

Challenge:

How to persuade a woman to come to the showroom?

Insight:

When your guy tells you he wants to make babies with you, this means heis serious about you.


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Example 6: Baby made on board

Dual communication strategy:

For men it was all about SEX

E-card to convince your girfriend to take the test drive

Banners with the car shaking as if someone was making love in it

For women it was all about BABIES Banners with babies giggling

70 babies were born after 9 months from visiting thje

showroom


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3. SABOTAGE/REMOVAL

Remove, eliminate or damage one of the existing components of

the products/brand/company/medium/complementary product

and develop a communication idea based on this apparentsabotage.


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Example 1: Coca Cola the Swap

Problem:

How to persuade people that Coca Cola Zero does taste the

same as Coca Cola when people do not believe when we say

that in advertising?

Strategy:

Show people on their own example that there is no difference

- make them taste the difference

The swap was made at the concession stand before the

screening of the movie in the theater


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Example 2: Whopper sacrifice

Facebook is all about showing off how many friends you have

The idea was to ask people to sacrifice their friends to get a

Whopper coupon (10 friends for a coupon)

184,549 friends sacrificed, FB blocked the application after 1

week.


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Example 3: Whopper freakout

For one day a test in one Burger Kind was conductedthe

most popular product was removed from the menu and the

reactions of people were recordedviral campaign


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4. CREATE/INVENT A

PRODUCT/SERVICEInvent and launch a new product or service. Through the

promotion of the newly created product/service the

awareness/positioning of the brand are reinforced.


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Example 1: Magic Salad Plate

Problem:

How to promote a mince pie for blue collar workers when:

- men love it and eat it often at work

- women do not want to buy it because it is perceived asunhealthy


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Example 1: Magic Salad Plate

Solution:

Magic Salad Plate was created and sold with a piea

complementary product which had a print with vegetables on

the side so it appeared like you were eating a healthy meal

when eating the pie on this plate.


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Example 2: Starburst

Task:

Promoting Starburst Rejuicedcandy with less sugar

Solution:Leftover sugarpacks of sugar were created and branded by

Starburstleftover sugar from Starburst


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Example 3: Yellow paper

Problem:

How to promote Yellow paper today when you can googleanything

Solution:

Give an impossible task to a man to create a Yellowchocolate bar. He can use only people/companies from theYellow paper to get the job done.

Message:

You can get any job done by using Yellow pages

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New Creative Patterns of Thinking