Post on 14-Apr-2017
transcript
#betterideas
#cutcopytastecutthecrap: copydontsteal: tasteiscrucial
cutthecrap
the campaign these days 1. influence2. involve
“ideas that change mindsets - drive sales”
Show stopping promoter girl
Objective – showcase the abilities of the motoman to the world
Insight – eventually a good student becomes better than the master
Idea – recreate the superhuman feat of master Isao Machii
Execution – Yasakawa bushido project
Objective – make a famous celeb even more famous
Insight – two is better than one
Idea – create an android
Execution – Matsuko-roid
Objective – get japanese males excited about quicksilver
Insight – men like reliving youth
Idea – true wetsuits
Execution – suits designed to work& take a break
copydonotsteal
Stealing is not cool Be inspired stay unique
Objective – to address a nations concern on country of origin products
Insight – leverage SPC made in Australia
Idea – use packaging and labeling to drive differentiation
Execution – #myfamilycan
INTEGRATED GOLD
Objective – Drive preference for a 46 year old brand
Insight – food makes moods & vice-versa
Idea – Flavored by moods
Execution – Recipes for various moods (online/offline)
INTEGRATED GP
Branded content GOLD
Objective – in a cluttered market created differentiation
Insight – Noodles is incomplete without soup
Idea – Reunion
Execution – #myfamilycan
BRANDED CONTENT SILVER
Objective – change the way people with eyes see blind people
Insight – when we lose one of our senses, the other gets stronger
Idea – make disability the new ability
Execution – BLIND TATSE
Objective – to embarrass those who copy (spirit airlines)
Insight – even in adversity there is opportunity
Idea – awareness through brand actions
Execution – SCOOT COPYKIT
PR Silver
Objective – to solve the problem of iodine deficiency
Insight – work with existing habits
Idea – the red dot
Execution – iodine patches in bindis
BRANDED CONTENT bronze
Objective – in a rational advertising market, stand-out by spending the entire budget on brand experience
Insight – in sport skill is more important than theory
Idea – kobe’s training
Execution – temple of deadly quickness
Design Gold
Objective – to launch Pola’s – Apex range a science-based skin care system that is customized to each user's skin condition
Insight – disrupt the most perfect category
Idea – unbeautiful faces
Execution – mirrors
BRONZE MOBILE
Objective – to launch the new business class cabins
Insight – at boarding gates, passengers are thinking of the discomfort of long flights
Idea – instant upgrades
Execution – upgrade challenge
#tasteiscrucial
Objective – to leverage sponsorship deal of rugby team
Insight – bragging rights at games are very popular
Idea – make it possible to view the game from the sidelines
Execution – Slideliner
PR silver
Objective – to drive people to a dvd store that was forgotten
Insight – classics can be reinvented by adding a new experience
Idea – use panic to create pleasure
Execution – worlds first interactive coupon & first oculus horror movie
DIGITAL MARKETING
Objective – to raise awareness on autism among mothers
Insight – children with autism like to interact with digital devices
Idea – program created for interaction
Execution – look at me
Objective – to launch Gear VR and humanize the tech
Insight – technology can create a new class of memories that never previously existed in our lives
Idea – LifeLive
Execution - break the distance barrier using VR
Objective – to showcase how cybozu supports the working mom
Insight – working woman need empathy not sympathy
Idea – support working moms
Execution – Am I OK
GOLD CASTING
Film bronze
Objective – to highlight the heritage of the brand
Insight – the true test of love is time
Idea – time is love
Execution – the penguin metaphor
Film bronze
Film silver
Objective – to showcase the low emission performance of Sakura
Insight – sharing is caring
Idea – 50% less emission
Execution – shower share
Film silver
Film silver
Objective – dramatize scalp care
Insight – japan is a stressful society & stress causes scalp dirt & reduces hair thickness
Idea – stress harass
Execution – japan-specific stress
Film silver
Film bronze
Objective – to compliment the broader infrequent flyers campaign
Insight – loyalty programs are seen as pointless.
Idea – show that infrequent flyers are more important than frequent flyers
Execution – Don’t fly much, join the club
Film bronze
Film bronze
Objective – to highlight the product feature of easy abs training
Insight – hopefully humor will sell the product
Idea – train abdominal muscles by falling over
Execution – summer version, winter version, new version
Film bronze
Best script
Objective – to emphasize the quality of milk
Insight – right selection is the benchmark of quality
Idea – top quality cows equal top quality milk
Execution – farewell
Best cinematography
Objective – to thank all you lovely people
Insight – no individualism, no one hero, the story of us is important in todays world
Idea – without us I am nothing
Execution – together we make #betterideas
1. Expected ideas will give expected results – find NO WAY IDEAS 2. Tech is not the idea or execution – it is just an enabler of the idea
3. In a campaign give people a chance to immerse in the idea4. Learn from target’s behavior and create work that people care for 5. There are opportunities to be creative in the entire marketing process
Q