content insight and creative fitness
DESCRIPTION
There is no effective communications system without a good idea.. But where the good ideas come from? We have to know what content is connected to a given category, because this content is the key to enter others minds...TRANSCRIPT
![Page 1: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/1.jpg)
Content Insight & Creative Fitness
Miklos Kun – MediaCom Hungary | 2014
![Page 2: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/2.jpg)
1 2 3 4 5
Which card expresses this sentence the best, „Loves me, …” ?
Source of pictures: Dixit board game
![Page 3: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/3.jpg)
1 2 3 4 5
Source of pictures: Dixit board game
Which card expresses this sentence the best, „Loves me, …” ?
Most voted for this card…
![Page 4: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/4.jpg)
He loves me, he loves me not,… - it is like a meme
Notorius
Spreads by imitation
Has mutations
![Page 5: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/5.jpg)
How does this relate to communication?
A product category
![Page 6: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/6.jpg)
How does this relate to communication?
A product categoryReactions
Thoughts,
Emotions,
Routine
![Page 7: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/7.jpg)
Small units of information (memes) construct the chain
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
![Page 8: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/8.jpg)
Triggers move the system: ads, product usage, somebody talks about it, etc…
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger
![Page 9: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/9.jpg)
Task #1: to define the driver memes of a category because these are the points
where the brand message can most effectively connect/enter the cognitive system
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger
![Page 10: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/10.jpg)
Category-memes are the best connection points
where contagious ads can enter to our minds
![Page 11: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/11.jpg)
Category-memes as connection points of this content:
• Van Damme’s split• Van Damme is an action hero• Volvo = safety• Trucks cannot go backward, they would collapse
![Page 12: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/12.jpg)
Category-memes as connection points of this content:
• Active knowledge: the most well known animals saysomething (quack, woof, miaow…)• Inactive knowledge: Fox is a known animal (usuallynegative character) but he does not say anything
![Page 13: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/13.jpg)
Category-memes as connection points of this content:• there is a chance of WW3 starting...: „some Arabian king” or „some Korean dictator” • War is a bad thing• „Make love, not war” – globally known slogan of pacifists• Axe = sex (love)
![Page 14: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/14.jpg)
Nb. of used memetic connection points = content insight
Creative fitness = the
potential for spreading
![Page 15: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/15.jpg)
Creative fitness
ROI
![Page 16: Content Insight and Creative Fitness](https://reader033.vdocuments.site/reader033/viewer/2022052908/5594471a1a28ab1f0d8b45b2/html5/thumbnails/16.jpg)
Content insightmatters