Outstanding Creative

Three steps

• Key Consumer Insight (KCI)

• Key Brand Benefit (KBB)

• Creative Leap (CL)

• KCI + KBB + CL = outstanding creative

What is a Consumer Insight

• Reason why Behavior

• Typical Marketplace behaviors– Purchase / Use / Consume– Ignore– Avoid– Recommend– Disparage– Idolize

What is a consumer insight

• Reason why – motivators• Motivators

– Low level (secondary)– High level (primary)

• Consumer Insight – high level motivators of behavior

• Key Consumer Insight (KCI) – the primary motivator which influences behavior the most

Typical Low Level Motivators

• “The product is inexpensive”

• “The product is available close by”

• “The quality is very good”

• “I like it”

• “No other product works as well”

High Level Motivators of Behavior

• “What does that do for you?”

“The product is inexpensive” “It validates my self-image as being a “value conscious” person”

“The product is available close by”

“Spending time with my family makes me feel like a successful parent”

“The quality is very good” “I only want the best in life as I am worth it”

“I like it” “Others envy me. I become the center of attention”

“No other product works as well” “I am the best and I want to have the best”

Steps in unearthing the KCI

• Put a face on your target audience– Demographics are not enough– Psychographics required

• “A day in the life of Mr. Jones”

• How do you do it?– Qualitative research methods (focus groups,

in-depth interviews, ethnography)– Research Techniques (Laddering, Projective

techniques)

Laddering Example 1• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel refined, elegant and delicate”• Interviewer: “what does that do for you?”• Subject: “I feel very attractive”• Interviewer: “How do you know that?”• Subject: “I have seen my husband looking at me that certain way”• KCI: Subject wears Tiffany’s as she values her partner’s feelings for

her.

• Tiffany’s – the key to your partner’s heart.

Laddering Example 2• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel refined, elegant and delicate”• Interviewer: “what does that do for you?”• Subject: “I feel very attractive”• Interviewer: “How do you know that?”• Subject: “Every time I wear it I notice admiring glances from men. I

feel very flirty”• KCI: Subject wears Tiffanys as she loves the idea of harmless

flirting

• Tiffanys – Its okay to be wicked!

Laddering Example 3• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel unique, very different from the

masses”• Interviewer: “what does that do for you?• Subject: “It reinforces my self-worth”• Interviewer: “How do you know that?”• Subject: “Every time I wear it I am very self-assured and confident in

my abilities”• KCI: Subject wears Tiffanys as it reinforces her high beliefs about

herself• Tiffanys – one of a kind!

Projective Technique

• “I love Mauritius because______”• Answer: “___ I can surf, swim, sunbathe, hike,

camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand”

• Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place

• Ad baseline: Mauritius: 99% fun, 1% land

How do you know you have the KCI

• Step1– Identify all high level motivators through laddering

from various subjects– Identify all unusual / unexpected responses– Make sure the consumer benefit expressed is

emotional / self-expressive• Step 2

– Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5):

• You were to get admiring glances from men • Your partner were to make you feel very special• You were to feel very confident in your abilities

Key Brand Benefit (KBB)

• What are the brand’s features and corresponding benefits

• What are the key benefits– The USP

• What if there are no key benefits?– Can you create one?

Outstanding Creative

• Match the KBB with the KCI

• This is the creative process– No creative leap – just an ad on strategy– Creative leap – outstanding ad on strategy

The VW in the 60s

• KCI: Subject drives the VW because it makes an anti-establishment statement

• KBB: VW’s smallness

• KBB + KCI Drive a small, utilitarian car as a rebel statement

• KBB + KCI + CL “Think Small”; “Lemon”, etc.

Ceasefire (1980s)

• KCI “Fires don’t happen to me, they happen to somebody else, like my neighbor”

• KBB portable, lightweight fire extinguisher

• KCI + KBB Fires can happen to you. Keep Ceasefire in your kitchen

• KCI + KBB + CL “Your neighbor said that”

ICICI Bank (1990s)

• KCI “At the slightest signs of trouble my bankers bail on me”

• KBB structured to be more resilient than most banks

• KBB + KCI “Partnership Banking”

• KBB + KCI + CL “We’re with you for the long haul”