Date post: | 24-Jun-2015 |
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Marketing |
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FROM MEETINGROOM TO LIVINGROOM
Karen Corrigan/Co-founder CEO Happiness Brussels Niek Eijsbouts/Creative Director Happiness Brussels
SOME PEOPLE SPEND A LIFETIME LOOKING FOR HAPPINESS. YOU FOUND IT.
VW
Tabasco
Alka Seltzer
MEETING ROOM
THE RIGHT STRATEGY
A STRONG CREATIVE IDEA
LIVING ROOM
MEETING ROOM
THE RIGHT STRATEGY
A STRONG CREATIVE IDEA
LIVING ROOM
Client Briefing Laddering exercises
Creative briefing
Good execution of the idea in
“everything is media”
THE NAME = THE DRIVER OF THE BRAND&COMM
UNICATION
OPERATIONAL
AREA THE ROLE IN PEOPLE’S
LIFE
TANGIBLE CARACTERISTICS/
FACTS
CONSUMER BENEFITS
(FUNCTIONAL/ EMOTIONAL)
THE REAL OR IMAGINED WORLD
THE BRAND CREATED AROUND ITSELF
Expertise Stature Attributes Benefits Territory Value/Role
Emotional vs Functional
Qualified Closeness
CENTRAAL BEHEER
(F)
(E)
SNCF
Levi’s
Levi’s
Levi’s/ Pharmacy
Diesel creates a whole new world around it’s brand. No problem jeans for no problem people. For successful living.
Diesel/breath
HamletPhotoboot
Hamlet Football
The independent
The Guardian/89
The Guardian 2013
Nike play
NIKE Nike Sunshine
APPLE
Apple MacIntosh 1984
EXAMPLES OF CAMPAIGNS WITH THE SAME STRATEGY
YET VERY DIFFERENT CREATIVE
APPROACHES
STRATEGY 1:
REFRESHING
SPRITE/REFRESHING
Heineken/refreshing
Heineken/refreshing
STRATEGY 2:
FOR MEN
Jupiler/ Mannen weten waarom
The launch of the Budlight Institute
Budlight Institute lab
SAME INDUSTRY
WITH OR WITHOUT IDEA
Verzekeringen – BNP Paribas
Even Apeldoorn bellen
Even Apeldoorn bellen
Even Apeldoorn bellen
Even Apeldoorn bellen
SAME STRATEGY DIFFERENT CREATIVE IDEAS
Toyota iQFont
Toyota iQ Streetview
WE DO EVERYTHING TO MAKE PEOPLE HAPPY. BECAUSE HAPPY PEOPLE MAKE GREAT WORK. AND GREAT WORK IS WHAT MAKES PEOPLE HAPPY.
: )