Samira Mohamed, Associate Director and NGC champion, UK

Transcription

1 Samira Mohamed, Associate Director and NGC champion, UK

2 We are on a journey Is the insight compelling? Can we use it? Is the insight credibly linked to the brand? Is the Creative idea sound? Can we improve it? Is the execution working? Can we improve it? Target Definition Compelling Insight Big Idea Creative Brief (Blueprint) Creative Idea Execution

3 That journey can be tricky Ideas Creative Insights

4

5

6

7 000 s of HHs buying THIS IS FRUCTIS x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSON 000 s of HHs buying THIS IS WHAT IT NEEDS TO DO TO LOOK LIKE PANTENE x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY

8 The most successful brands have strong mental & physical presence Mental availability Physical availability

9

10

11 There is little difference today between brands on functional benefits USPs are no longer realistic or long lasting. Most people do not believe brands are different Uniqueness T4B % All brands, all categories, NA 4 5 2,1 1,6 0,8 0,5 0,1 0, Two-thirds of brands score less than 35% on uniqueness rating 1

12

13 A brand Mind Cloud. The chaotic cluster of images, sounds, associations and colours that constitute the brand in the mind Building on attributes and associations that drive distinction

14 Brand Commitment % Distinctive assets help r=.71 Source: Ipsos-ASI R&D Data Presence of "Marketing" Associations to Brand (icons/characters/spokesperson) %

15 We find ads with continuity from prior ads and campaigns theme, characters, celebrities or creative style outperform those without. These ads more readily trigger brand associations and experiences. Interest Branding Ads Without Continuity (1018 ads) Attention Ad Recall Ads With Continuity (495 ads) Indexed performance of 1,513 TV ads Source: Meta analysis of Ipsos tracking & testing database

16

17 Emotions matter

18 Emotional campaigns take longer to deliver results but have more long term brand building benefits

19 Bearing that in mind as we take this journey, lets talk about the stages Ideas Creative Insights

20 Insights: Finding universal meaning that s compelling to your target Insights The emotional engine for your campaign The revelation of a REAL TENSION (aspiration, frustration, desire, need) that inspires a BRAND OPPORTUNITY

21 When you re hanging out with the lads there s a certain way of behaving that you need to live up to

22 Big Idea: Connecting insights to the brand in a credible way. A way that s distinct to your brand Ideas The emotional fuel for your campaign The resonant and credible CONNECTION Between your brand and the relevant insight

23 Why Big ideas? Priceless EMOTIONAL CONNECTION It can create and sustain a strong emotional bond with consumers The Coke side of Life OWNABILITY It can help the brand own a benefit, a territory, an emotion Think Different DISCTINCTION It can act as a long term advantage by differentiating the brand, highlighting its singularity Spray more; Get more SCALE It can maximize each initiative by making them contribute to building the brand equity It only does everything CONSISTENCY It can help in identifying the brand across all contacts

24 When you re hanging out with the lads there s a certain way of behaving that you need to live up to You re not you when you re hungry Nut filled Quick rebalance

25 Creative Creative: Big Ideas can only live through executions

26 When you re hanging out with the lads there s a certain way of behaving that you need to live up to Nut filled Quick rebalance Ha,Ha! Brilliant! That s totally me! Delivered in a humourous way avoiding diva like behaviour to remain at one with the pack

27 Snickers: You re not you when you re hungry

28 Powerful insight and the right big idea = Creative freedom across regions & formats

29 Research keeps you in touch with your people through this process

30 Client brief Checking in is vital. But you don t need all the steps all the time Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Comms Strategy Strategic planning Agency & Client alignment Creative development Creative executions Agency & Client alignment Pre Production Production ON AIR Insight research OR Big Idea reasearch To be conducted for new campaign and KEY initiatives Choice depends on where most questions and history lie Creative reasearch Recommended for KEY initiatives OR Final ad assessment Can be skipped depending on previous steps learnings

31 Connectors: Measuring consistently Personal Resonance: Reminds me of things I Care About & Enjoy Which motivations are we tapping into? Experiences, feelings that we might not be aware of which can reinforce the idea. Mind Clouds: To visually represent resonance mapping of attachments and connections Motivational Focus: Emotional motivators Brand Closeness: Attachment to brand

32 Setup Labs for Insights, Big Ideas and early creative ideas: How we build it depends on you Quant Screening The most appropriate sequence Depending on the business questions and level of idea or creative finalization, we will advise to start with qual exploration to explore and refine. Or advise quant screening to begin from a firm assessment. Several iterations We favor mini qual and quant layers of research across multiple ideas or creative to evolve them to perfection through the process. Learn from Quant, Evolve Learn from Qual, Evolve Final Round of Quant or Qual Qual Exploration

33 System 1 (neuro) techniques to surface hidden truths EEG and Eye Tracking

34 Before airing refine and make sure your execution is the best it can be *Measuring brand building keys* Reach is important Emotional priming drives results Distinctive assets help

35 Ipsos pre-testing is best in class and here s why

36 Online TV Print Reach is important - Measurement 1 2 Media clutter context provides distraction Is your ad going to stand out vs. other messages? Media clutter allows you to test a full campaign. For e.g. You can test your strategic TV with tactical print to understand how they will support your brand In-Store Outdoor Your ad here!

37 Emotional priming drives brand results - Measurement We are the only agency to use a Test vs. Control method the most accurate way to measure short and long term ad effects we talk to 150 consumers who have not seen advertising about your brand (Control Cell) and we talk to 150 consumers who have seen advertising about your brand (Test Cell)

38 To back it up we offer a full suite of emotional diagnostics as standard Engagement trace - consumer watches the ad in real time which shows where interest builds, dips, or flattens Closeness how close they feel to your brand Brand Scene by scene analysis... Censydiam motivational territory Where does the ad move the brand? s o c i a l d i m e n s i o n p e r s o n a l d i m e n s i o n

39 Distinctive assets help - Measurement Shows which brand and ad mindclouds are picked up Ipsos self- funded study data

40 Plenty of open ended questions for rich, direct feedback for nuanced, qualitative-style understanding Describe the ad as if you were talking to a friend. Please write down in your own words and be as detailed as possible. Do not worry about spelling, punctuation or grammar, just imagine you are talking to a friend. Other than trying to get you to buy the product, what was the one main idea of the ad you have just seen? What did you particularly like about the ad?

41 We also get System 1 feedback on what people REALLY think *Case study* IMPLICIT USES REACTION TIME TO CAPTURE WHAT PEOPLE FEEL SUBCONSCIOUSLY, AT THE SAME TIME AS THEIR CONSCIOUS RESPONSE Brand A Brand B Brand C IMPLICIT REACTION EXPLICIT REACTION Brand D IMPLICIT MEASUREMENT ADDS A NEW DIMENSION TO OUR UNDERSTANDING OF HOW BRAND EFFORTS AFFECTS PEOPLE AND THEIR INTENTION AND DECISIONS ABOUT BRANDS

42 Final Thoughts

43

44 What is the Big idea the steel thread of your communications Ideas Creative Insights

45

46

47 And always keep this guy in mind!

48 Samira Mohamed, Associate Director and NGC champion, UK