Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm - Minh Thông - Văn...
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Transcript of Young Marketers Elite Development Program 3 assignment 11.1 - Trường Liêm - Minh Thông - Văn...
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
ĐỈNH CAO CỦA SỰ
SANG TRỌNG
SANG KHOAI TINH THÂN
THOAI MAI LAI XE
THÔNG MU I MAT HO NG
SANG KHOAI DAI LÂU
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 don’t let
their parents have a
chance to change and get
to understand them.
https://www.youtube.com/
watch?v=mP9itmjZNGA
THAY ĐÔI CHO NHƯ NG ĐIÊU
KHÔNG BAO GIƠ ĐÔI THAY
LUÔN LUÔN LĂNG NGHE
LUÔN LUÔN THÂU HIÊULET’S COLOUR
YAMAHA GRANDEXI XOA THÂT DÊ DANG
ONLY OREO
BÔ VƠI CON NHƯ BAN
THÂN
COMMUNICATION
BIG IDEA
ADVERTISING
INSIGHT
ADVERTISING
BIG IDEA
TYPES
Oreo Dulux Easy Clean Viettel Cool-Air Nozza GrandeBRAND
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 haven’t 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 I’m 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 THÔNG MƠ LÔ 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- it’s 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 what’s really going on and what’s your real challenge.
Why?
Unveil knowledge gaps and perceptual blind spots. Gain novel insights into your case [ and initial ideas].
Find out what’s your real challenge.
Exploration
FOOD FOR THOUGHTS / OTHER PROCESSPlanning
Briefing
Brainstorming
Testing
Evaluation
Submitting ideas
Choosing channel
AD
VE
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ISIN
G ID
EA
PR
OC
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S