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There is no effective communications system without a good idea.. But where the good ideas come from? We have to know what content is connected to a given category, because this content is the key to enter others minds...
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Content Insight & Creative Fitness
Miklos Kun – MediaCom Hungary | 2014
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Which card expresses this sentence the best, „Loves me, …” ?
Source of pictures: Dixit board game
1 2 3 4 5
Source of pictures: Dixit board game
Which card expresses this sentence the best, „Loves me, …” ?
Most voted for this card…
He loves me, he loves me not,… - it is like a meme
Notorius
Spreads by imitation
Has mutations
How does this relate to communication?
A product category
How does this relate to communication?
A product categoryReactions
Thoughts,
Emotions,
Routine
Small units of information (memes) construct the chain
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
Triggers move the system: ads, product usage, somebody talks about it, etc…
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger
Task #1: to define the driver memes of a category because these are the points
where the brand message can most effectively connect/enter the cognitive system
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger
Category-memes are the best connection points
where contagious ads can enter to our minds
Category-memes as connection points of this content:
• Van Damme’s split• Van Damme is an action hero• Volvo = safety• Trucks cannot go backward, they would collapse
Category-memes as connection points of this content:
• Active knowledge: the most well known animals saysomething (quack, woof, miaow…)• Inactive knowledge: Fox is a known animal (usuallynegative character) but he does not say anything
Category-memes as connection points of this content:• there is a chance of WW3 starting...: „some Arabian king” or „some Korean dictator” • War is a bad thing• „Make love, not war” – globally known slogan of pacifists• Axe = sex (love)
Nb. of used memetic connection points = content insight
Creative fitness = the
potential for spreading
Creative fitness
ROI
Content insightmatters