co-create go-creative 2012
DESCRIPTION
Nguồn: Cimigo Việt NamTRANSCRIPT
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Co-Create Go-Creative
cimigo.vn Richard Burrage
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Part
Frustration
Brand owners are frustrated!
Inappropriate global advertising
Worries that creative is not connecting & won’t deliver ROI
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Credit: Striatic; Fair use claimed.
Creative agencies are frustrated!
Short lead times
Unresponsive research
Little access to consumers for inspiration
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It has taken more than a hundred scientists two years to find out how to make the product in question;
I have been given thirty days to create its personality and plan its launching.
If I do my job well, I shall contribute as much as the hundred scientists to the success of this product. David Ogilvy
Market research agencies are frustrated!
Used more for validation than inspiration
Palpably feel the loss of what could have been
Lacking the means to make an impact
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Benchmarks Scales
End ratings
Norms
Retro- spective
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Part
Inspiration
Key linkages are often broken or don’t even exist.
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Research Agency
Creative Agency
Brand Owner
Consumer
Barriers to inspiration are systemic.
We need to build a new structure,
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Research Agency
Creative Agency
Brand Owner
Consumer
a structure that can drive creative power.
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Work together
Share Explore
Iterate Build
Experiment
Co-Create
Converse
Engage
Online Community Panels allow us to achieve this.
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Forum
Interactive platform to discuss &
debate
Blog
Private diary to express
introspective thoughts
Chat
Real-time dynamic
online FGD interaction
Media
Uploaded library of images &
video
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Runs in parallel Creative Process
Consumer Access
Greater coverage
Always on
Explore deeply
Iterate & test
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Passions Motivations
Meanings Colour
Music Love
Lusts
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Co-Creation puts consumer inspiration at the heart of the creative process.
Online community panels provide the structure for a
creative process to flourish.
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Part
Creation
Colgate Palmolive was running a global campaign based on “I Sing”, but had given local markets the leeway to change the execution to meet local needs.
Y&R Vietnam needed to translate the global campaign for Vietnam and wanted consumer insight – but required a research method that could support their need for speed.
Cimigo deployed its CimigoLive online community panel to achieve this. For 6 weeks, Colgate, Y&R, Cimigo, and, most importantly, the consumers worked together to achieve this.
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Forward thinking opened an opportunity
Exploration of motivations to find the hook…
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Assess creative ideas against behaviour & desires...
‘...I bought roses. After taking a shower with
shower cream, I spread the petals in the tub
and bathed while listening to music of
Mozart. That was the most memorable
moment to me. I released my stress without
help from anybody’. (Female, 28, HCMC)
‘I sing every time I take a shower for the
coolness and revitalization. I feel free, all my
worries are gone. I often start a new day and
end everyday by showering to have a soft
and seductive skin and a comfortable mind.’
(Female, 24 y.o, Ha Noi)
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Storyboard iterations over the weeks to hone...
...all tightly linked to target consumer feedback.
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Models assessed for fit to category & brand... Phu Tu Vuong
Thuy Lam
Thuy Tien
Toc Tien
Truc Diem
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Music
Talent Imagery
Colours Flowers
Storyboard
All elements of this “translation” could be explored, adapted, and validated – with
the consumer at the heart of it all.
Words
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Finally, leading to a Vietnam-relevant execution of the global idea.
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Part
Conclusion
A corporation that’s open-minded & seeks consumer connection.
The local brand-owners to be active & engaged participants.
A creative agency that wants its creativity ideas to be built with the consumer, not just for the consumer.
Time!
A strong, local research team that fosters linkage across parties.
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Things you’ll want to have in place...
Don’t let any stakeholder walk away or stay quiet – else it will fail! This is not “fire & forget” research.
Don’t think the consumer will create the TVC! They are not creatives.
Don’t forget to write a discussion guide – and this one is for possibly 4+ weeks!
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Things to avoid.
Co-creation overcomes the frustrations experienced by consumers, brand-owners, creative agencies, & researchers.
With online community panels, researchers now have the tool to overcome historic systemic barriers to co-creation.
It is the creativity of an execution that is the single most important factor in determining ROI.
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If you want to go creative…
…you’ll want to co-create.
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Co-Create Go-Creative
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