young marketers elite development program 3 assignment 11.1 - trường liêm - minh thông - văn...

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  • 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

  • 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

  • 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

  • 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

    NH CAO CA S

    SANG TRNG

    SANG KHOAI TINH THN

    THOAI MAI LAI XE

    THNG MU I MAT HO NG

    SANG KHOAI DAI LU

    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 dont let

    their parents have a

    chance to change and get

    to understand them.

    https://www.youtube.com/

    watch?v=mP9itmjZNGA

    THAY I CHO NH NG IU

    KHNG BAO GI I THAY

    LUN LUN LNG NGHE

    LUN LUN THU HIULETS COLOUR

    YAMAHA GRANDEXI XOA THT D DANG

    ONLY OREO

    B VI CON NH BAN

    THN

    COMMUNICATION

    BIG IDEA

    ADVERTISING

    INSIGHT

    ADVERTISING

    BIG IDEA

    TYPES

    Oreo Dulux Easy Clean Viettel Cool-Air Nozza GrandeBRAND

    https://www.youtube.com/watch?v=EPSN8-xnf0Mhttps://www.youtube.com/watch?v=khjoKn24rFIhttps://www.youtube.com/watch?v=08Dwxecs8PUhttps://www.youtube.com/watch?v=JZKTXmnYiWMhttps://www.youtube.com/watch?v=mP9itmjZNGA

  • 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 havent 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 Im 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 THNG M L Ihttps://www.youtube.com/watch?v=SyoO6dxAuX0

  • 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- its the big

    idea that translates the Brand Love Key into a communications

    theme. It exists over time, geographies and objectives.

  • CONCEPTUALIZATION PROCESS FOR CAMPAIGN / ADVERTISING BIG IDEA

  • EXAMPLE

  • 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 whats really going on and whats your real challenge.

    Why?

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

    Find out whats 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