FROM MEETINGROOM TO LIVINGROOM

Karen Corrigan/Co-founder CEO Happiness Brussels Niek Eijsbouts/Creative Director Happiness Brussels

SOME PEOPLE SPEND A LIFETIME LOOKING FOR HAPPINESS. YOU FOUND IT.

VW

Tabasco

Alka Seltzer

MEETING ROOM

THE RIGHT STRATEGY

A STRONG CREATIVE IDEA

LIVING ROOM

MEETING ROOM

THE RIGHT STRATEGY

A STRONG CREATIVE IDEA

LIVING ROOM

Client Briefing Laddering exercises

Creative briefing

Good execution of the idea in

“everything is media”

THE NAME = THE DRIVER OF THE BRAND&COMM

UNICATION

OPERATIONAL

AREA THE ROLE IN PEOPLE’S

LIFE

TANGIBLE CARACTERISTICS/

FACTS

CONSUMER BENEFITS

(FUNCTIONAL/ EMOTIONAL)

THE REAL OR IMAGINED WORLD

THE BRAND CREATED AROUND ITSELF

Expertise Stature Attributes Benefits Territory Value/Role

Emotional vs Functional

Qualified Closeness

CENTRAAL BEHEER

(F)

(E)

SNCF

Levi’s

Levi’s

Levi’s/ Pharmacy

Diesel creates a whole new world around it’s brand. No problem jeans for no problem people. For successful living.

Diesel/breath

HamletPhotoboot

Hamlet Football

The independent

The Guardian/89

The Guardian 2013

Nike play

NIKE Nike Sunshine

APPLE

Apple MacIntosh 1984

EXAMPLES OF CAMPAIGNS WITH THE SAME STRATEGY

YET VERY DIFFERENT CREATIVE

APPROACHES

STRATEGY 1:

REFRESHING

SPRITE/REFRESHING

Heineken/refreshing

Heineken/refreshing

STRATEGY 2:

FOR MEN

Jupiler/ Mannen weten waarom

The launch of the Budlight Institute

Budlight Institute lab

SAME INDUSTRY

WITH OR WITHOUT IDEA

Verzekeringen – BNP Paribas

Even Apeldoorn bellen

Even Apeldoorn bellen

Even Apeldoorn bellen

Even Apeldoorn bellen

SAME STRATEGY DIFFERENT CREATIVE IDEAS

Toyota iQFont

Toyota iQ Streetview

WE DO EVERYTHING TO MAKE PEOPLE HAPPY. BECAUSE HAPPY PEOPLE MAKE GREAT WORK. AND GREAT WORK IS WHAT MAKES PEOPLE HAPPY.

: )