Nikola Žinić (Bruketa&Žinić OM): Digitalne komunikacijske prakse in dobra stara kreativnost

CREATIVITY MEETS BUSINESS by BRUKETA&ŽINIĆ OM

Saturday, June 8, 13

McKinney,Bruketa&Žinić OM,Wieden+Kennedyand Jung von Matt.In that order.The most effective independent advertising agencies in the world by Effie.


ROISaturday, June 8, 13



Is Data Killing Creativity?




ROI vs Content


“Content is King”Saturday, June 8, 13


HAPPY DAYS by BiŽ

First day Last dayTIMELINE


HAPPY DAYS by BiŽ

First day Last dayTIMELINE

stages and communication channels

Step 12

digging

Step 7

brief, fantasy land, competition

Step 1, 2 & 3

research and conclusions

Step 4 & 5

objectives and briefing

Step 6

making the creative brief

Step 8

storming, analyzing andfinal conclusions

Step 9, 10 & 11

making the creative concepts and presentation

Step 13, 14 & 15

presentation

Step 16


FANTASY LAND by BiŽ

Product/ service


FANTASY LAND by BiŽ

Product/ service

Expected

Unexpected

Ha! Area

“What is the craziest/most fantastic characteristic of the best xy product/

service in the world?”


Toyota owner is the most satisfied car owner

in the world.

Expected

Unexpected

Ha! Area

ReliabilityDurability

Safety

No cheating, betrayal, low

shots.

Also makes the man more responsible,

reliable, better.

Faithful as a dog, more lives than a

cat.

If only you were like Toyota...

We’d buy it again but why if the old

one still works perfectly.

Should I destroy it on purpose? In the personal ads

people don’t sell Toyota, they just

brag about it.

Toyota sets higher standards in life.

Compared to Toyota, other

dealers sell the cat in a bag.

It lets you be unsatisfied about

other things in life.

Because you know the things can

function.

It lasts until you’re bored with it.

It will outlive you.

When the others die, Toyota is just getting started.

Grandpa-dad-son-grandson...

After the nuclear war only the

cockroaches, Keith Richards and

Toyota will survive.

Functional design

Those are cars, not gadgets!

Immune to fashion and trends.

It’s so out it’s in again.

Super Service

In the end the price gets evened

out. Pour and drive!

Enough of stress and risk!

Toyota will never leave me where I don’t wanna be.Things work on

their own.

You don’t need to know how to lift

the hood.

Drivers can be totally ignorant

and they will still surpass the

professionals.No-one has ever towed a Toyota.

Toyota owners and service men don’t see each other for

years.

Service guys don’t even know Toyota

exists.


BRAND

Differentiation

AttentionUSP

CompetitionRule-breaking

ProductUnique fact

TargetRelevant

TRIANGLE by BiŽ


MOTIVATION MAPPING by BiŽ

Why we use product/services/brand?


MOTIVATION MAPPING by BiŽ

Why we use product/services/brand?

Why?Why?Why?

Why?Why?Why?

Why?Why?Why?


DIGGING by BiŽ


DIGGING by BiŽ

Unique factProduct

Competition Differentiation

USP Target group

BrandTone of voice


Brand Promise Market contest

Consumer insight Key word

CREATIVEINSIGHT

Business Issue Communication challenge Trigger question

FOUR-LEAF CLOVER by BiŽ


Creative insight

Consumer

Creative concept

Creative

Communication platform

Media

Experience platform

Everyday life

Purchase

WHEEL OF FORTUNE by BiŽ




QR stamp




Karlo




Exibition




Stina




“Content is King”Saturday, June 8, 13

Tnx :)


Date post:	19-May-2015
Category:	Technology
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Nikola Žinić (Bruketa&Žinić OM): Digitalne komunikacijske prakse in dobra stara kreativnost

Technology