co-create go-creative 2012

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Co-Create Go-Creative

cimigo.vn Richard Burrage

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Part

Frustration

Consumers are frustrated!

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Credit: Microsoft.

Brand owners are frustrated!

Inappropriate global advertising

Worries that creative is not connecting & won’t deliver ROI

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Credit: Striatic; Fair use claimed.

Creative agencies are frustrated!

Short lead times

Unresponsive research

Little access to consumers for inspiration

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It has taken more than a hundred scientists two years to find out how to make the product in question;

I have been given thirty days to create its personality and plan its launching.

If I do my job well, I shall contribute as much as the hundred scientists to the success of this product. David Ogilvy

Market research agencies are frustrated!

Used more for validation than inspiration

Palpably feel the loss of what could have been

Lacking the means to make an impact

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Benchmarks Scales

End ratings

Norms

Retro- spective

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Inspiration

Key linkages are often broken or don’t even exist.

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Research Agency

Creative Agency

Brand Owner

Consumer

Barriers to inspiration are systemic.

We need to build a new structure,

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Research Agency

Creative Agency

Brand Owner

Consumer

a structure that can drive creative power.

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Work together

Share Explore

Iterate Build

Experiment

Co-Create

Converse

Engage

Online Community Panels allow us to achieve this.

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Forum

Interactive platform to discuss &

debate

Blog

Private diary to express

introspective thoughts

Chat

Real-time dynamic

online FGD interaction

Media

Uploaded library of images &

video

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Runs in parallel Creative Process

Consumer Access

Greater coverage

Always on

Explore deeply

Iterate & test

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Passions Motivations

Meanings Colour

Music Love

Lusts

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Co-Creation puts consumer inspiration at the heart of the creative process.

Online community panels provide the structure for a

creative process to flourish.

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Part

Creation

Colgate Palmolive was running a global campaign based on “I Sing”, but had given local markets the leeway to change the execution to meet local needs.

Y&R Vietnam needed to translate the global campaign for Vietnam and wanted consumer insight – but required a research method that could support their need for speed.

Cimigo deployed its CimigoLive online community panel to achieve this. For 6 weeks, Colgate, Y&R, Cimigo, and, most importantly, the consumers worked together to achieve this.

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Forward thinking opened an opportunity

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From South America we had...

Exploration of motivations to find the hook…

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Assess creative ideas against behaviour & desires...

‘...I bought roses. After taking a shower with

shower cream, I spread the petals in the tub

and bathed while listening to music of

Mozart. That was the most memorable

moment to me. I released my stress without

help from anybody’. (Female, 28, HCMC)

‘I sing every time I take a shower for the

coolness and revitalization. I feel free, all my

worries are gone. I often start a new day and

end everyday by showering to have a soft

and seductive skin and a comfortable mind.’

(Female, 24 y.o, Ha Noi)

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Storyboard iterations over the weeks to hone...

...all tightly linked to target consumer feedback.

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Models assessed for fit to category & brand... Phu Tu Vuong

Thuy Lam

Thuy Tien

Toc Tien

Truc Diem

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Music

Talent Imagery

Colours Flowers

Storyboard

All elements of this “translation” could be explored, adapted, and validated – with

the consumer at the heart of it all.

Words

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Finally, leading to a Vietnam-relevant execution of the global idea.

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Part

Conclusion

A corporation that’s open-minded & seeks consumer connection.

The local brand-owners to be active & engaged participants.

A creative agency that wants its creativity ideas to be built with the consumer, not just for the consumer.

Time!

A strong, local research team that fosters linkage across parties.

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Things you’ll want to have in place...

Don’t let any stakeholder walk away or stay quiet – else it will fail! This is not “fire & forget” research.

Don’t think the consumer will create the TVC! They are not creatives.

Don’t forget to write a discussion guide – and this one is for possibly 4+ weeks!

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Things to avoid.

Co-creation overcomes the frustrations experienced by consumers, brand-owners, creative agencies, & researchers.

With online community panels, researchers now have the tool to overcome historic systemic barriers to co-creation.

It is the creativity of an execution that is the single most important factor in determining ROI.

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If you want to go creative…

…you’ll want to co-create.

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Co-Create Go-Creative

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