The Logic behind the Magic- how to overcome the fear of creative ideas

The Logic behind the Magic

© 2013 All rights reserved to Mindscapes

How to overcome the fear of creativity


Highly creative ideas

Common thinking patterns

Mindscapes Analysis of Cannes Lions winners

66%

Mindscapes Patterns

Categories: Titanium & Integrated, Promo, Direct ,PR


Mindscapes Analysis of Cannes Lions winners

Among Grand Prix and gold lions:

81%

Mindscapes Patterns

Categories: Titanium & Integrated, Promo, Direct ,PR


“Togetherness”


Insight:

the need for physical contact in a digital world


Idea:

Bring slow dancing back- initiated by Doritos


https://www.youtube.com/watch?v=27kGHoreQow

Carling Black Label

Leverage involvement in soccer sponsorship &

Leverage engagement of soccer fans


Insight: SA football fans are dissatisfied

with foreign coaches


https://www.youtube.com/watch?v=etmzOOtNCIk

Insurance


Grand Prix Media Lion 2013, Ogilvy AMSTERDAM

https://www.youtube.com/watch?v=bBfM2cMKsSg

Pattern?


Fight For a Cause


What is a cause?

A cause can be any idea or goal with a common objective which leads

people for action in order to change or to obtain it


The Logic

Create a cause and launch a campaign in which the brand is

presenting the cause and supplying the initial platforms for

people to engage with the cause and take action in it.


Brand Cause


causeSocial

media

Mobile

Blogs

TV


sympathy

Brand Cause

awareness


Valentine day


Media silver lion 2010

Dro

ga 5

https://www.youtube.com/watch?v=Mo2wFptAX3k

https://www.youtube.com/watch?v=Tt9NBtW4s

bA

Would you bury a $500,000 Bentley?


https://www.youtube.com/watch?v=R8GvaEPyX9Y

Honest Tea

The situation: America is facing it’s biggest economical and

integrity crisis.

The challenge: How can a brand which stands for ‘Honesty’ take

advantage of this?

https://www.youtube.com/watch?v=kXuJr1tZlkM

Pattern?


Sabotage/ Removal

Remove or sabotage one of the world of consumer, and

develop a communication idea existing components of the

product / company / medium/ based on this apparent

sabotage.


Sabotage/ Removal

World of consume

r

Media

Brand/

company

Product


Guidelines for presenting creative ideas


1. Make sure you know the pattern/ tool

on which your idea is based on

(i.e. Fight for a Cause/ Sabotage/ Create a Product etc.)


2. Before presenting your idea, make a

presentation of the Pattern to client.

Preferably, this presentation should include:


A. Three case studies of other successful projects

following the same pattern.


B. Put emphasis on the results of these

projects:

• free media coverage

• level of engagement of people

• awareness of the project,

• awareness of the brand,

• marketing and sales results


C. Explain the Logic behind the Magic

of the tool

(as it is presented in the materials of the tool)


3. Now present your idea to the client


4. After presenting your new idea:

reiterate the pattern to which your idea belongs,

The idea belongs to a family, it is not alone

Idea!


5. Now present to client the guidelines / criteria

for evaluating the idea:


A. From the Media point of view:

• PRabiliy of the idea:

Will the media be interested in covering this project or

reporting on it?

Can this story become content or entertaining news

(branded content/ branded entertainment)?


B. From the consumer point of view:

• Share-ability of the idea:

will people (consumers) be interested to share this idea in

their social networks, mobile media, web,

or/ and simply talk about it with friends or other people?



• Consumer involvement (beyond sharing):

Will people be interested to get actively involved in this

project by voting/ editing/ participating in it/ contributing

content etc?



• Openness of the idea for people to take the idea forward:

Is the idea open to independent initiatives of people?


C. From the Brand point of view:

• The message/ brand idea:

Is the message/ brand idea single minded?

Is it simple, focused?

Is it credible and relevant?



• Integration between the creative idea and the brand /

product:

Is the creative idea strongly connected to the world of the brand

/ product?

How well does it strengthen the brand idea/

brand message/ brand awareness?



• Differentiation

Is the project different from other ads/ communications

in the category / market?


Selected Mindscapes training programs:

Creative tools for Direct marketing& Direct mailing

Creativity in media

Creative tools for PR

Creative tools for advertising, integrated, digital and social media

Effective brand communications

Joint Client& agency trainings

Creative tools for revealing Insights

for more info:

www.TheMindscapes.com

[email protected]


Thank you!

www.TheMindscapes.com


The Logic behind the Magic- how to overcome the fear of creative ideas

Marketing

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