Post on 14-Jun-2015
TMRC – From Consumer Myths to Brand Legends
Translating Deep Consumer Insights and the Translating Deep Consumer Insights and the Brand’s Big Idea into Creative Development Brand’s Big Idea into Creative Development
& Media Innovation Strategies& Media Innovation Strategies
Transfermagination™Transfermagination™TMRC TMRC Creative Development Creative Development WorkshopWorkshop
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People will happily spend a minute to compose their own version of a brand story – a version that
relevantly reflects their own lives! – but they won’t give 5 seconds of their time to listen to a brand
trying to tell them how they should think.
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get lost
get lost in
in
translation
translation
Making
Making
suresure powerful
powerful
Insights &
Insights &
Brand Brand
Messages
Messages dodo
NOTNOT
during creative
during creative
development
development
Insights to Application DilemmaInsights to Application Dilemma
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Ask yourself…
Does your communication engage consumer to
think and feel, or just let her see and listen via heavy media investment?
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Then ask yourself: if the message itself is engaging, Then ask yourself: if the message itself is engaging, is it delivered in a way that makes it relevant to the is it delivered in a way that makes it relevant to the
brand experience in her mind?brand experience in her mind?
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……and is your and is your framingframing of the message of the message relevant to herself?relevant to herself?
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I have something to
say…how do I put it up here?
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BY USING THE RIGHT BY USING THE RIGHT TOOLS:TOOLS:
We use “Space Constraints” to focus
creative thinking onto our KEY objective:
Motivate the Consumer!
We channel all creative energy
channels on Key Conceptual Spaces.
On those that matter.
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We define Space Constraints: Key Motivating Insight Spaces – Brand Message – the Big Idea
We provide Stimulants – The Creative Toolkit: Proven creative techniques creative techniques to stimulate development of engaging content and psychological framing
We provide critical Guidance: Aligning workshop’s creative output with key psychological space elements from our consumer insights
Transfermagination™: Focus and Free up creative development!
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Transfermagination™ Creative Stimulants – the Toolkit
Metaphor & Metaphor & Conceptual Conceptual
BlendingBlending
Co-ActivationCo-Activation Star RemovalStar Removal
Intelligent Intelligent ExaggerationExaggeration
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KEY Creative Development Technique:KEY Creative Development Technique:
Metaphor Synergy and Metaphor Synergy and Conceptual Blending TechniqueConceptual Blending Technique
Metaphor & Metaphor & Conceptual Conceptual
BlendingBlending
A message is deciphered and experienced by thinking and
feeling, consciously and subconsciously.
Indented brand values become activated and blend into her
mental world, her heart and mind – instead of just feeding the eyes
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Conceptual Blending in Advertising
Still limiting your child to just one way of learning?
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Supportive Creative Technique:Supportive Creative Technique:
Shock & Awe – Stunning the Shock & Awe – Stunning the Mind by intelligent ExaggerationMind by intelligent ExaggerationIntelligent Intelligent
ExaggerationExaggeration
Intelligent Exaggeration is not about making it Intelligent Exaggeration is not about making it big and shocking in order to entertain: big and shocking in order to entertain:
the smartness of delivery emerges after the the smartness of delivery emerges after the “shock wave” recedes, the message left “shock wave” recedes, the message left
behind is deeply imprinted…behind is deeply imprinted…
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Extreme Extreme
Consequence
Consequence
Extreme
Extreme
Benefit
Benefi
t
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Extr
eme
Extr
eme
Effor
t
Effor
t
Extreme
Extreme Alternative
Alternative
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MediaMedia Maximization Maximization & Innovation & Innovation
Transfermagination™ Workshop Creative Stimulants – the Toolkit
Media Maximization & Innovation –Medium Message Blend
to identify effective media element use (to serve the message / experience), evendevelop innovative media form possibilities around the key message and its ”experience”!
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FORM
FORM
SERVES
SERVES
MES
SAGE
MES
SAGE
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CONTE
NT
CONTE
NT
CREA
TES
CREA
TES
FORM
FORM
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TMRC Creative Development Workshop usually takes one full day.
TMRC Insight team, the client’s marketing / brand team, insight team, and their ad agency’s strategic
planners and creative team attend.
At the end of that day there will be an array of engaging creative ideas, and in various media forms.
These are then taken forward, fine-tuned, built upon.
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Most importantly, our Transfermagination™ workshop
serves as valuable inspiration and guidance for your ad agency’s further – insight focused(!) –
creative development!
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To make sure that powerful insights do not
get lost in translation.
TMRC – From Consumer Myths to Brand Legends
www.tmrcresearch.com
TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road,
Klongtoey Nua, Wattana, Bangkok 10110, Thailand
Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
TMRC China:Floors 2-3, Bldg. B, 1000 Chang Ping Rd,
Shanghai 200042, China上海市昌平路 1000 号 B 座 2-3 楼 / 邮编 : 200042Tel: +86-21-6218-3377 Fax: +86-21-6271-
1217
TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan,
122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900