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ASSIGNMENT 12.1
INSIGHT INTO CAMPAIGN BIG IDEA
Tường Vy - Hồng Phong - Trường Liêm
DESK REVIEW
Xploration Ideation Development Evaluation Action
Understand what’s really goingon and what’s your realchallenge
Unveil knowledge gaps andperceptual blind spots. Gainnovel insights into your caseand initial ideas
XPRESS your initial ChallengeYour Knowledge & Un-knowledge
XPLORE your caseCheck: Facts, numbers,assumption
Ask 5x WHY, 5W1H,Look: Differently at itMap: Sketch it, visualize
XTRACT new evidence& key outcome
Generate the large pool ofraw ideas for final Challengewithout worrying about thequality of ideas yet
Increase the likelihood ofproducing truly original ideasthat are outside the tunnel ofexpertise and conventionalways of thinking.
Use ideate tools• Solo brain writing• Attribute listing• Word association chain• Pool brain writing• Reversal• Random word• Other worlds• What if
The more idea the better
Turn idea quantity into qualityby designing meaningful ideaconcepts and solutions out ofthe most intriguing rawideas from the Ideation stage
80% of the value of the ideationstage is only in 20% of allgenerated raw ideas
Meaningful, ValuableIDEA CONCEPT
DISCOVER Intriguing ideasWild ideas , Interesting ideas
ENHANCE promising BIG IDEA conceptDEVELOP idea concepts further byadding more value and meaning
Separate the wheat from the chaff !.Find the vital top idea concepts to pitchfor real life creative direction
Find those few idea concepts that havethe highest value potential and ideallyare feasible to take further action. Focusyour time, money and efforts on thosefew top idea concepts that promise tosucceed BIG in market.
WINING BIG IDEA.
EVALUATE your portfolio of idea concepts
ELECT your top BIG IDEA
To take action to turn atop idea to a tangibledeliverable. Persist toovercome resistance tochange
Meaningful ideas +Action => BIG IDEA
Activate the BIG IDEA
Develop 360 campaign• TVC• Print Ads• PR• Promotion• Digital• Packaging
Clear picture of the realchallenges
WHAT
WHY
OUTCOME
STEP
EXAMPLES
Xploration Ideation Development Evaluation Action
CHALLENGEAs a brand of youthful, bravery, and full of energy .Yomost waspreferred by million of young throughout vietnamIt required a fresh approach that would further enhance thisbrand preference and activate it to attract current consumers.
XPRESS:Knowledge: In the culture of Eastern countries to whichVietnam is one of them, people are often afraid of showing hisfeelings, even for people they loveUnknowledge:- Enjoy expressing their feelings towards the one they like andlove todeclare that confession but lack of inspiration- Strive to enjoy life to the fullest in their own distinctive waysXPLOREFact: 80% of young people expressed their feelings with theirlover when when no one is there
View from diffirent angel: Although they did not want toexpress feelings publiclybut they wanted way of expressing their feelings is unique, isspecial for someone who they love
XTRACT:Insight: Love, everyone wants to spend the best thing,
unique for someone who they love. However this
sometimes creates pressure for both when must always
seek unique solutions that forget to enjoy a moment
together
WHAT IF:What will happen if we give them the tool to create special gifts, unique for her lover
CREATE A POOL OF IDEA• Create a system that will turn
your message into a delightfulmusic
• 1 App to help them express theirlove with someone who theylove
• 1 QR code on the packagingYomost to be able get uniquegift
• 1 platform for gifts that thesender does not know gift
• 1 the letter helps them toexpress their love withsomeone who they love..But the letter does notshow their message, theymust use 1 app to able reada message which thesender wants to send. Notonly keep the privacy forthem but also the messageof love of each person is"unique" is the unique giftfor someone who they love
• Each of milk contain 1 QRcode. Each 1 QR code willbe a unique gift and theydidn't know until scanningthis QR code
At moments of begin love isthe most beautiful period ofthe couple.Although still shy butextremely sweet. When theysend each other letters, wordsof love. Everything is veryspecial and unique to them.
Yomost and wish they liveand enjoy their youth life tothe fullest
WINNING CONCEPT: YOLOVEYoLove mobile application,teens can design & createtheir own e-cards to conveytheir love to the other half
Phase 1: Trigger Keymessage: Do you feel thesame awkwardness in love?Key hook: Viral clip “Phutyeu dau – YoMostValentine”
Phase 2: Action Message:Here’s your secret weaponfrom YoMost Key hook:Mobile app• The application allows
users to design & createe-card with vivideffects.
Phase 3: AmplificationMessage: Let love thriveKey hook: Integratedexecution in digital platform• Mobile application• Website• Online PR• Video• Social Media• Banner
BRANDCOMMUNICATIONIDEA
CAMPAIGNBIG IDEA:
“I understand that “you only live once” as well as the preciousyouth time comes just once in the lifetime. I want to live and enjoymy youth life to the fullest BUT sometimes I often run in the cycleof life and forget that I can enjoy every moment by my own way”
INSIGHTFORBRANDIDEA
LIVE AND ENJOY LIFE TO THE FULLEST
YOLOVE
INSIGHTFORCAMPAIGNBIG IDEA
Love, everyone wants to spend the best thing,
unique for someone who they love. However this
sometimes creates pressure for both when must
always seek unique solutions that forget to enjoy a
moment together
“EVERY DAY LIVELY”Brand Communication Idea
C.C. LEMON
XPLORATION IDEATIONChallenge: Boost the consumption of consumers. Make C.C. Lemona crucial part of their daily life.
Insight: As a office employee, I have to face up with a lot of stressseven days a week especially on Monday. I need a refreshingsolution to make my body more lively and my mood better
Knowledge: Vitamin C is a highly effective antioxidant that helpslessen oxidative stress and improve immune system. A daily intake ofVitamin C can help you become more active and energetic.
Initial idea: C.C. Lemon for every day
POOL OF IDEA
Un-knowledge: Office employees are under a lot of stress and mostof them don’t know how to ease it. Many people are not consumingenough vitamin C
C.C Lemon make your day lively yellow just like lemon
C.C. Lemon give you a fresh start for your day
Create a musical TVC to illustrate how lively C.C. Lemon can turn your life into
Write a song for C.C. Lemon
Lively Yellow Lemon Happy FreshVitamin C OfficeEvery day
Listing attribute:
Create creative print-ad to illustrate stress situation in office life
Create creative print-ads to illustrate stress situation in office life
Propaganda about how Vitamin C can improve your life
“EVERY DAY LIVELY”Brand Communication Idea
1 NGAY 1 CHAIVANG TƯƠI MÔ I NGAY
C.C. LEMON
DEVELOPMENT EVALUATION ACTIONIllustrate every day situations at work such aspresenting, deadlines, Monday morning oremergent tasks that make people feel downand provide C.C. Lemon as a solution to givethem a fresh mood and a lively body. Focus onweek days from Monday to weekend.
Educate people how vitamin C can functionallyhelp them fight every day stress and pressure.Point out how lacking vitamin C may makethem feel tired and unwilling to face the officework. Focus on the advice of experts anddoctors to make consumers believe.
EVALUATE: Based on your time, budget and therelevance with consumers or audience. Idea 1is more likely to have a promising success in themarket.
ENHANCE: Give the advertising products of Idea1 a lively and fresh theme, using yellow themecolor, lemons, music and sunshine. Make thespirit in each products lively and happy.
ELECT: The winning idea is IDEA 1
1
2
TVC: https://www.youtube.com/
watch?v=dVN527ufBJM
Fanpage posts
Advertising Big Idea
KOL: Noo Phuoc Thinh
Game show with yellow gifts
XPLORATION IDEATION
“BA O VÊ NU CƯƠI VIÊT NAM”Brand Communication Idea
P/S
Challenge: Improve the oral health of Vienamese people andincrease consumption of P/S toothpaste
Insight: As an adult, I have developed a habit of oral cleaning that ishard to change even though I know it is not healthy. However, Idon’t want to be a bad role model for my children so when they tellme to brush my teeth, I will do it. I want my children to have a goodoral health.
Knowledge: 90% Vietnamese people have oral health problem
Initial idea: Let your children become a dentist for your family
Un-knowledge: Children are eager to learn new things and changehabit. Children have an influence on adults and their creativity islikely to change the world. Many kids dream to become a dentist inthe future as the think being a dentist is cool
Smile Vietnam Dentist Children Teeth Oral health
Parent Family Protection White Kids
Create a crew of kid dentists
Become a dentist of your kid
Become a good role model for your kid
Become a good role model for your kid
Protect the smile of your kids
Protect the smile of your kids
POOL OF IDEA
Be s P/S Superman in your kid’s eye
NHA SI NHI HANH ĐÔ NG
“BA O VÊ NU CƯƠI VIÊT NAM”Brand Communication Idea
P/S
DEVELOPMENT EVALUATION ACTIONCreate a crew of kid dentists. Let the childrenregister as kid dentist and commit to protect theoral health of their family. Use expert dentist toteach children about oral health and let themspread their idea to the family and society. Givechildren some incentives to protect their teeth.
Let the parent become the P/S Superman inchildren’s eye. Illustrate situations that parentsmay become bad role model for the children inprotecting the oral health. On this base,educate them to become a protector for thesmile of the kids and the whole family.
EVALUATE: Based on your time, budget and therelevance with consumers or audience. Idea 1is more likely to have a promising success in themarket. Also, Idea 1 is more creative.
ENHANCE: Use some kid celebrities to influencechildren and use the professional theme andimage of dentist to provoke the dream ofchildren to become a doctor and protect thehealth for their family.
ELECT: The winning idea is IDEA 1
1
2
Campaign Big Idea
KOLs: TheWorld OralHealth Day
Landingpage toregisteras a kiddentist
https://www.youtube.com/watch?v=UnSj06xbERg
Website TVC Competition
“The Excellent
Kid Dentists”
IKEA
There’s no
beds like
home
The Joy of
Storage
Every meal is a
special occasion
https://www.youtube.com/watch?v=GzCLshtTnxg
https://www.youtube.com/watch?v=K1p3hj9WDHc
https://www.youtube.com/watch?v=ijtjoFaORy0
Most people think that storage is dull but actually there is always a joy that good storage can bring them.
Kitchen is the busiest and most pressured room in the home, so when it doesn’t work, we really feel it. But when it works, and it works for everyone in the family every single day, the busiest room is the best too.
There are many different beds out there. Bigger ones, comfier ones and even tidier ones. But none compares to our own. Everyone always has a better night’s sleep in their own bed
British pay little attention to the small things that could have a dramatic impact on their everyday lives; They often focus all their attention on high-times and holidays while the other daily day passes by. They need to know that small things make great impact
The wonderful everyday
Communication/ advertising Insight
Advertising big idea
Insight for Execution
Executional Big Idea
eXploration Ideation Development Evaluation Action
• People always find it difficult to make their house neat and tight because of their numerous stuff
The Joy of Storage
The need of a well-plannedwardrobe is relevant in this time
• TVC
Intergrated campaign
• British often throw away a lot of their stuff because of the shortage of space
• It takes them a lot of time to pick the clothes in the morning
• A bookcase allows you to keep and re-visit all your favorite books.
• A stylish chest in the living room means that you won’t be surrounded by toys when you are trying to relax in the evening.
• A well-planned wardrobe will help you pick out clothes quickly in the morning, so you can have an extra 10 minutes in bed.
• The joy that comes from giving the things you love a proper home. Story will follow a flock of much-loved T-Shirts as they go on an epic journey to find a home. After travelling across seas and mountains, they eventually come to rest in a beautiful IKEA PAX wardrobe.Insight: Storage is too dull to make
everything neat and tight that takes a lot of my time every day
• Dramatization of the Chest as a mom give love to their children (Toys).
• A talking bookcase that keep all your memories and precious things
The wardrobe idea is creativeand interesting enough todraw attention
Sales of wardrobe remain stablefor a half years and need to beraised
A well-planned wardrobe
Channels: socialnetwwork, TV,…
• Print-Ad (OOH)Channels: In-store
IKEA
• Activation- RealExperience
Channels: In-store
eXploration Ideation Development Evaluation Action
• 84 percent of millennials don’t like traditional advertising nor do they trust it. They want something new reaching their heart or can express themselves
Crash the Pepsi IPL
Crowdsourcing for ad films isn’ta novel idea, but it has gone bythe tested norms in the country.Such a campaign sure has itsown challenges but at the sametime it opens up the creativitybox and hopefully the consumermight witness ideas beyondCricket and Bollywood.• India, the market
where Pepsi scores above Coke
• Crash the Pepsi IPL• IPL x Pepsi Spirit• The Pesi flag
The Pepsi Challenge
2015
• Cricket is the most popular sport in India and The IPL 2015 are coming.
Crash the Pepsi IPL (Indian
Premier League)
I nsight: Youngsters always want to experience new things and to challenge themselves in every areas, which is a way they live for young
Live for young
Insight: Making the traditional cricket game different in my own style is definitely great
• Invite consumers to make a 30-second commercial showing their love for Pepsi in the IPL There will be six new advertisements every weekend throughout the IPL season, On the last weekend, best consumer voted advertisements will be aired.
• A competition of designing uniform for players group by 3 basic color s of Pepsi
• Create a Pepsi flag in their own way and the best is chosen as symbol of audiences
• Focus 100% on social media
• Pre-lauchwith the call of joining the competition
• Pre-lauchwith the call of joining the competition
Insight:Making the traditional cricket game different in my own style is definitely great
• Promote through out the IPL