Brainwave Intro
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Transcript of Brainwave Intro
Ideas. On strategy. On target. On tap.
brainwave
You need ideas.Lots of ideas.
(You need help).
Markets are fragmentingMedia are fragmentingCompetition is tougherConsumers get boredCreativity is essentialYou need a flow of ideasSo you need a reliable ‘tool’
What is brainwave?
A creative workshop specifically designed
to generate integrated
campaign ideas
it’s a simple, open,collaborative process
that generates truly integrated ideas
ideas that are always ‘on brand’
ideas that are always ‘on strategy’
How isbrainwave different?
it works simply
it works for every brand
it works for everyone
it works every time
Will it workfor you?
How it works
brainwave
“There’s nothing more terrifying than a blank sheet of
paper, when the clock is ticking and you’ve got no idea where to
start ...”
Neil Godfrey, Creative Director, Collett Dickenson Pearce.
Starting with a blank sheet of paper is the worst way to
generate ideas
New ideas don’t appearout of the blue
New ideas come from combining
existing elements together in new ways
Tasks
Hot Spots
Equities
InsightsBrand
Consumer
The elements of ideas
Tasks:What do we need to do?
What do we want people to do?
The elements of ideas
Hot Spots:What do they like to do?
Where can we connect with them?
Insights:What do we know about them?
What do they want?
Equities:What are we trying to build?
What have we got to work with?
Brand Task Brand Equity
+Hot Spot
+
=Exciting Idea!
A deceptively simple formula ...
Creates a huge variety of ideas...
Individualcreativity
Collectiveappraisal
The group votes for (and builds on)
the best ideas
The most singular ideas come fromindividual minds
An example
brainwave
Omo Sol in Latin America:
Market Leader:Number one laundry detergent
Broad customer base
Launch a new variant‘Sol’ is a new fragrance
(Like fresh clothes in sunshine)
Main Task:Awareness & Trial
Hot Spots:Being outside on a nice sunny day
Insights:Limited outdoor media in target
areas
Key Equities:‘Sunshine / Blue skies!’
‘White shirts’‘Play’
Flying Kites!Create your own new outdoor
medium
Giant kites that look like white shirtsHigh in the sky over the favelas
Every time it’s sunny
On strategy. On target. On tap.
brainwave
Genius is nothing more than common faculties refined to a greater intensity. There are no astonishing ways of doing astonishing things. All astonishing things are done by ordinary materials.
“ “Benjamin Haydon
geeniusFor more information, or to discuss booking your own brainwave workshop, please contact:
Ian Geemobile: +61 405 768 122email: [email protected]
