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Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm - Minh Thông - Văn Hiển

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Page 1: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển
Page 2: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

BRAND BIG IDEA

COMMUNICATION BIG IDEA

CAMPAIGN/ADVERTISING BIG IDEA

REVIEW ON COMMUNICATION

STATEGIC LEVELat

The General Idea developed to

realize Brand Vision, Brand Mission

and is based on Brand Essence

Different translations of brand big idea into

strategic directions for communication

campaigns and advertising products

Single minded idea for a campaign or an

advertising product which carry a message that

clarifies the communication big idea

And we have

different types of

INSIGHTS for

different types of

BIG IDEAS

This slides will concentrate on COMMUNICATION at EXECUTION LEVEL

Page 3: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

3

Communication/AdvertisingInsight

Communications/Advertising Insight is a penetrating understanding consumers which

provides hooks or clues that create brand advantage in relevant social context

Gestures and

Symbols

Everyday

Problems

Beliefs and

AttitudesEmotions and

Sensations

Social and

Individual Self

Shared gestures

and symbols

among consumers

that stand for a

meaning

Problems

encountered by

consumers that

can be solved

products

Beliefs hold by

consumers or

their attitudes

towards an issue

The emotions

and feelings of

consumers that

cause a tension

Consumers’ self

concept or

personal

dream/desire

Types of communication/advertising insights

Page 4: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

Collect Connect Craft

HOW TO DEVELOP THESE ADVERTISING INSIGHTS

Be them

Observe them

Experience them

Understand them

Feel them

Synthesize and

connect the

information

collected then

continuously

ask questions to

get the deep

understanding

of them

Link the

understanding

with category

truth and brand

truth to make it

clearer and

more relevant.

The result is the

insight

Page 5: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

EXAMPLESGestures and

SymbolsEveryday

Problems

Beliefs and

Attitudes

Emotions and

Sensations

Social and

Individual Self

Children love what they

instinctively discover for

themselves “Eat the middle

first and save the

chocolate cookie outside

for last“ which make

parents interesting.

https://www.youtube.com

/watch?v=EPSN8-xnf0M

As a mom, I usually get

angry with the my kids for

the stains on the wall

resulted from their

innocent games because

they are hard to clean.

https://www.youtube.co

m/watch?v=khjoKn24rFI

Young women often see

French ladies as the most

elegant and set them as

the ideal self-image. They

want a bike that make

them feel elegant like

French ladies.

https://www.youtube.com

/watch?v=08Dwxecs8PU

ĐỈNH CAO CỦA SỰ

SANG TRỌNG

SANG KHOAI TINH THÂN

THOAI MAI LAI XE

THÔNG MU I MAT HO NG

SANG KHOAI DAI LÂU

When losing concentration,

even the daily job of driving

feel like the most

challenging one.

https://www.youtube.com/

watch?v=JZKTXmnYiWM

Teenagers believe that their

parents belong to a

different generation and

thus cannot understand

them. This why thy don’t let

their parents have a

chance to change and get

to understand them.

https://www.youtube.com/

watch?v=mP9itmjZNGA

THAY ĐÔI CHO NHƯ NG ĐIÊU

KHÔNG BAO GIƠ ĐÔI THAY

LUÔN LUÔN LĂNG NGHE

LUÔN LUÔN THÂU HIÊULET’S COLOUR

YAMAHA GRANDEXI XOA THÂT DÊ DANG

ONLY OREO

BÔ VƠI CON NHƯ BAN

THÂN

COMMUNICATION

BIG IDEA

ADVERTISING

INSIGHT

ADVERTISING

BIG IDEA

TYPES

Oreo Dulux Easy Clean Viettel Cool-Air Nozza GrandeBRAND

Page 6: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

COLLECT CONNECT CRAFT

EXAMPLESHOW TO DEVELOP ADVERTISING INSIGHT

Brand Communication Big Idea

REFRESH IT!

Observation 1: I plan to carry my crush

home with my bike but another guy with

a modern car appear. He just ruins my

plan

Observation:

My plan is often ruined by some

obstacles

Why?

The obstacles happen unexpectedly

and I haven’t prepare for it

So what?

I cannot think quickly and flexibly

Why?

My mind is not fresh enough to come up

with ideas in such situation

Campaign/Advertising Insight:

As a youngster, I often encounter

unexpected situations that prevent me

from getting desired results as I plan. I

need a refreshment for my mind to

come up with immediate solutions.

Observation 2: When I am about to tell

my crush my feeling, she suddenly told

me that I’m in her friend zone. That just

ruins my plan

Brand truth:

Sprite with lemon taste and cool ice can

refresh your mind and body immediately

Category truth:

Refreshment

ADVERTISING BIG IDEA

NGHI THÔNG MƠ LÔ Ihttps://www.youtube.com/watch?v=SyoO6dxAuX0

Page 7: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

IBC TRIANGLE / BRAND COMMUNICATION IDEA START FROM BRAND ESSENCE

The Brand communication idea is creative execution envelope

for all consumer-facing communications on a brand- it’s the big

idea that translates the Brand Love Key into a communications

theme. It exists over time, geographies and objectives.

Page 8: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

CONCEPTUALIZATION PROCESS FOR CAMPAIGN / ADVERTISING BIG IDEA

Page 9: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

EXAMPLE

Page 10: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển
Page 11: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển

What?

To take action to turn a top idea to a tangible deliverable. Persist to overcome resistance to change!!!

Why?

Meaningful ideas + Action => BIG IDEA Out put: Activate the BIG IDEA via CREATIVE BRIEF.

Action

What?

Separate the wheat from the chaff!. Find the vital top idea concepts to pitch for real life creative direction

Why?

Find those few ide concepts that have the highest value potential and ideally are feasible to take further action. Focus your time, money and efforts on those few top idea concepts that promise to succeed BIG in market. Out put: WINING BIG IDEA.

Evaluation

What?

Turn idea quantity into quality by designing meaningful idea concepts and solutions out of the most intriguing raw ideas from the Ideation stage

Why?

80% of the value of the ideation stage is only in 20% of all generated raw ideas. Find and use only the most intriguing ideas to design & transform those into realistic, meaningful BIG IDEA – BIG CONCEPT Out put: meaningful, Valuable IDEA CONCEPT

Development

What?

Generate the large pool of raw ideas for your final Challenge without worrying about the quality of your ideas yet.

Why?

Increase the likelihood of producing truly original ideas that are outside the tunnel of your expertise and your conventional ways of thinking.

Ideation

What?

Understand what’s really going on and what’s your real challenge.

Why?

Unveil knowledge gaps and perceptual blind spots. Gain novel insights into your case [ and initial ideas].

Find out what’s your real challenge.

Exploration

FOOD FOR THOUGHTS / OTHER PROCESSPlanning

Briefing

Brainstorming

Testing

Evaluation

Submitting ideas

Choosing channel

AD

VE

RT

ISIN

G ID

EA

PR

OC

ES

S

Page 12: Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm -  Minh Thông - Văn Hiển