Date post: | 13-Apr-2017 |
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Marketing |
Upload: | european-planning-conference |
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WORKINPROGRESS
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is1.000ideas>10
?
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YES.
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isit
better?
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?
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IBELIEVEYES.
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THEFUTUREISHERE.
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THEFUTUREISHERE.
IT’SJUSTNOTEVENLYDISTRIBUTED.
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THEFUTUREISHERE.
IT’SJUSTNOTEVENLYDISTRIBUTED.PLEASE & WELCOME
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ANYONECANHAVEANIDEA.
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ANYONECANHAVEANIDEA.A STUPIDIDEA
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ASAPLANNER
IHATEDSTUPIDIDEAS.
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ASACREATIVEPLANNER
IHATEDBORINGIDEAS.
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ASACEO
IHATEDOTHERIDEAS.
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ASANAGENCYOWNER
ISTARTEDHATINGMYOWNIDEAS.
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ASASTUDIOOWNER
AMIPREDICTABLE?WHAT’SNEXT?
ARTISTS?CONTENT?
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WHAT’SNEXT
ISWHATWASFIRST.
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THEIDEA
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THECONSUMER
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MRS.VOMÁČKOVÁ
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PARDÁL
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SOYBAR
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BUZZ
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YOUEATWHATYOUCOOK
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SEEDING
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REMOTENESS
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JOY
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MORE&DIFFERENT
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OBSERVEVSASK
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THEFUTUREBAKERY
ISHERE.
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FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
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FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
COMBININGRESEARCH,IDEASANDSEEDING.
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FUTUREBAKERY:
ANIDEAGENERATIONPLATFORM.
COMBININGRESEARCH,IDEASANDSEEDING.
INANINTERNATIONALNETWORKOFLOCALCREATIVEHUBS.
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FUTUREBAKING:
TOGETHERWITHTHOUSANDSOFCONSUMERS.
CREATINGINNOVATIONS,PRODUCTS,BUSINESSES,IDEASANDSOLUTIONS
THATMARKETTHEMSELVES.
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PROBLEM. SOLUTION.
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PROBLEM. 7.000PEOPLE.
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7.000PEOPLE. SOLUTION.
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PROBLEM INSPIRATION VALIDATION SOLUTION
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PROBLEM INSPIRATION VALIDATION SOLUTION
XMASCAMPAIGN.WORDPLAYSFOROUTDOOR.TVCAMPAIGNFORYOGHURT.
LAUNCHSTRATEGY.SMALLBUSINESSGROWTH.
CARACCESSORIES.MAGAZINENAME.
SLOGAN.CASHLESSPAYMENTCHIP.NATIONALTEAMCHANT.
INSIGHTS.IDEAS.
THEMES.STORIES.PICTURES.FILMS.
PREFERENCES.PATTERNS.
VALUEMAPS.REFERENCEMAPS.
STRATEGY.
TOPIDEASGET
SELECTED.
WORKINPROGRESS
Tuesday, January 26, 16
WORKINPROGRESSMETAXA
Aeuropeanbrandleaderinthebrandycategory.
THEPROBLEM: Howtofindout,whetherconsumerswilllikethenewglobalcampaignlineforHoneyShot?
ONEWAY: Conductaquantitativeresearchandaskpeoplehowthelikethenewline.
NEWWAY: Givethousandsofconsumerseveraloptionsandaskthemtocomeupwithotherideasontheirfavoriteone.
THEPROCESS:Wecreatedseverallinescommunicatingthebenefitsofthenewproduct.
Andaskedtheconsumerstocomeupwithcampaignideasaroundtheirfavoriteline.Insteadofjudgingandtearingdowntheoriginalline,theyputontheircreativehats.
Buildingonthefact,thatnaturallypeoplecomeupwithideasaroundareasandconceptstheyprefer.
THESOLUTION:Quantitativelywehaveproventotheclientthattheoriginallineisthestrongestone.Ontoptheclienthasreceivedcampaignideasonhowtotakethelaunchfurther.
Andlastnotleastthousandsofconsumersknewaboutthelaunchbeforethelaunch.
Tuesday, January 26, 16
WORKINPROGRESSFIAT500X
Aglobalcardesigniconlaunchinganurbancrossover.
THEPROBLEM: Howtolaunchanewfunctionalcrossoverinanovercrowdedmarkettothepracticaldesignlovers?
ONEWAY: UseTVandmassmarketingtogetthemessageacross.
NEWWAY: Askthousandsofconsumerstocomeupwithcaraccessoryideasblendingdesignandfunctionality.
THEPROCESS:Weaskedconsumerstocomeupwithcaraccessoryideas.
Onesthatwillsolvetheirpracticalproblems.Wehadfouryoungrenownproductdesignersselectfouroutofthehundredsthatarrived.
Theycraftedadesignstudyandaprototype.Aprofessionaljuryandapublicvotedecidedonthewinner.
THESOLUTION:Consumersgotfirsthandexperienceofthecaranditsconceptofblendingdesignandfunctionality.
Themediagotexcitedandprovidedfreecoverageabouttheprocess.Fiat500xgotahigheramountofrequestedtestdrivescomparedtopreviousmodellaunches.Thewinningdesignideaforababychangingtableisthelabforproductionconsideration.
Whichprovidesfurthermediaandpublicinterest.
Tuesday, January 26, 16
WORKINPROGRESSDAS
Aeuropeanleaderinthelegalinsurancecategory.
THEPROBLEM: Howtogrowabrandwithanewadvertisingcampaign?
ONEWAY: TelltheconsumerswhatIwantthemtoknowaboutthebrand.
NEWWAY: Askthousandsofconsumerswhatwouldtheyappreciatethebrandtobedoing.
THEPROCESS:Wedevelopedeightconceptareas.
Eachapproachingthebrandfromadifferentangleandpresentingdifferentbenefits.Theconsumerswereaskedtocomeupwithinsights,thoughtsandcampaignideas.
Eitheraroundoneoftheeight,orfindanotherareathattheyconsiderrobust.Theyintuitivelyselectedtheonethattheyfoundthemostinspiring.
THESOLUTION:Withoutconductingaresearch,werightawayspottedthestrongestconcept.
ThemajorityclearlydescribedthebrandasRobinHood.Positioningitasaserviceprotectingthefair,nottobeweakagainstalltheabuseofpowerandauthority.Themovieline,“I’llhavemylawyersgetintouchwithyou”hascreatedanareaforadvertingdevelopment.Theclientisintheprocessofproducingtheadcampaignandprovidingmediawithwayshowpeoplecan
protectthemselvesagainsteverydayabuse.
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LASTNOTLEAST:
JOYFROMBAKERS.
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LASTNOTLEAST:
CZECHIA.SLOVAKIA.HUNGARY.
UNITEDSTATES.GERMANY.
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LASTNOTLEAST:
STILLNEEDPLANNERS:)
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