AUTHOR: SAJJU AMBAT MD – STRATA BRAND CONSULTANCY
@_saj_ The views expressed in this PowerPoint are personal observa4ons and interpreta4ons
9/28/15
#betterideas
9/28/15
#cutcopytaste cutthecrap: copydontsteal: tasteiscrucial
cutthecrap
9/28/15
9/28/15
9/28/15
9/28/15
the campaign these days 1. influence 2. involve
9/28/15
“ideas that change mindsets - drive sales”
9/28/15
9/28/15
Show stopping promoter girl
9/28/15
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
9/28/15
Objective – make a famous celeb even more famous
Insight – two is better than one
Idea – create an android
Execution – Matsuko-roid 9/28/15
Objective – get japanese males excited about quicksilver Insight – men like reliving youth Idea – true wetsuits Execution – suits designed to work& take a break 9/28/15
9/28/15
copydonotsteal
Stealing is not cool Be inspired stay unique
9/28/15
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
9/28/15
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
9/28/15
Branded content GOLD
Objective – in a cluttered market created differentiation
Insight – Noodles is incomplete without soup
Idea – Reunion
Execution – #myfamilycan 9/28/15
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 9/28/15
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
9/28/15
Objective – to solve the problem of iodine deficiency
Insight – work with existing habits
Idea – the red dot
Execution – iodine patches in bindis 9/28/15
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
9/28/15
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
9/28/15
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 9/28/15
9/28/15
#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
9/28/15
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
9/28/15
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 9/28/15
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 9/28/15
Objective – to showcase how cybozu supports the working mom
Insight – working woman need empathy not sympathy
Idea – support working moms
Execution – Am I OK 9/28/15
9/28/15
GOLD CASTING
9/28/15
9/28/15
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
9/28/15
Objective – to showcase the low emission performance of Sakura
Insight – sharing is caring
Idea – 50% less emission
Execution – shower share
Film silver
9/28/15
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
9/28/15
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
9/28/15
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
9/28/15
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 9/28/15
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 9/28/15
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 idea 4. Learn from target’s behavior and create work that people care for 5. There are opportunities to be creative in the entire marketing process
9/28/15
Q
AUTHOR: SAJJU AMBAT MD – STRATA BRAND CONSULTANCY [email protected]
@_saj_ The views expressed in this PowerPoint are personal observa4ons and interpreta4ons
9/28/15