Excellence in copy development

Copy strategy & copy executioncome si sviluppano, come si valutano

Flavia, Oct 2010

Gli obiettivi

Obiettivi

Sviluppare le skills del reparto marketing di Omega Chefaro Italia, relative allo sviluppo e alla valutazione dell’advertising:

Brief and lead advertising development

Judge advertising

Agenda La strategia

Cos’è Come si scrive Come si valuta workout

L’insight Il suo ruolo

Il creative brief Formato e contenuti

L’esecuzione: L’idea creativa - workout Il drama - esempi Il key visual - esempi La sellling line – workout

Summary Workout Valutare una copy execution

Role Play Il copy meeting

Il ciclo: sviluppo e learning

Insights

Concept development

Copy strategy

Copy development

Media / Advertising

In-market results

Advertising development cycle

Test/on air

Concept development

Copy strategy

Adv ideas/executions

In-market results

Creativebrief

Learnings/Insights

Strategy

Alla base di un buon copy, c’è una buona strategia

Brand equity footprint Communication strategy

Consumer communication needs to bring Equity

to life for the Target Audience

Copy strategy is the long term basis upon which we expect consumers to choose our brand

Ensures consistency: Copy strategy should not change, commercials do

Facilitates copy development: sets focus and is n.1 element to review when evaluating storyboards

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Concept vs. copy development

Headline

ACB

Benefit

Reason why

Insight

Benefit

Reason why

Brand character

Ogni copy strategy ha 3 importanti sezioni

Benefit (mandatory – brand end-benefit does not change over time, product benefit can change)States the brand promise that is the main reason for purchasing the brand in preference to others

RTB (optional, can change over time)States the element that makes the benefit believable

Brand Character (mandatory, the same over time)States the basic PEERSONIFICATION we want the brand to have

Com’è una buona strategia? Le 4 D

D elivers on the Brand Equity

D esirable to the Target Audience

D istinctive Focused on 1 unique benefit, 1 message, not many

D ecisiveClear, Simple, concise, Same meaning for all

No executional!What to communicate, not howLong Term committment

FAQ (rispondiamo insieme)

Perché 1 beneficio?

Quando cambiare una copy strategy?

Le NPD’s cambiano la strategia?

Perché abbiamo bisogno di un Brand Character?

Brand Character

Marketing is not a battle about product, but about perception

You have to decide what image you want for your brand, meaning personality BC must be different vs. Competition.

Yes: NO: Charming vs. serious Honest, High tech vs. tradition Reliable… Extrovert vs. Discrete

Workout – Scrivete la strategia long term di:

Restivoil

Angstrom

Santangelica

Non più di due righe per sezione!

Strategy

Insight

Execution

Vi ricordate l’ Insight?

ACB’s are given to agencies to inspires creative work. Agency turns ACB’s (facts/observations) into a meaningful insight and develop a creative idea around it

In-sight, the act of apprehending the inner nature of things or seeing intuitively, producing a clear and immediate understanding

A consumer insight is a thought, feeling or piece of information which target consumers would accept, that helps them overcome their benefit barrier, and thus increases the relevance of the brand benefit

A-HA! Factor The key that unlocks the door Una “scintilla di identificazione”

Il ruolo dell’insight nel processo creativo

Quality insights in the brief If poor, push back!

Evaluating creative proposals is the creative idea a true

reflection of the Insight?Insight

Execution- Creative idea

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Handouts

About Insights

Il brief creativo:

Project description (dates, budget, type of initiative, lenght,…)

Target audience (demographics, psychographics)

Basic long term Copy Strategy Competitive information Key consumer insights Current consumer behaviour and desired

consumer response Mandatory executional elements (visuals,

demos, characters, selling line..)

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Handouts

Advertising brief and AD MAP

Execution

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L’ESECUZIONE è FONDAMENTALE

Consumers don’t see advertising briefs and communication strategy..

THEY SEE EXECUTIONS!

Elementi esecutivi

2 executional key drivers: Advertising Idea Dramatic idea execution

2 executional tools: key Benefit Visual Selling Line (Payoff)

Advertising (or Creative, or Selling) Idea – the underlying creative idea of a commercial

Definition A mind-opening thought,a creative

perspective about the brand’s strategic benefit that is executed in a way that makes it meaningful to consumer and distinctive vs. competition, hence more desirable

THE “ACID” TEST About the single minded benefit Consumer relevant Inspires consumer interest about the

benefit Distinctive vs. competition

Advertising Idea – Il suo ruolo nel processo

During creative presentations, Agency should articulate their Adv Idea and why they believe it is powerful

Clients should assess ideas basing on ACID test, discuss what they like and what should be improved, and agree which Idea to progress

Don’t be sold a bad idea basing on the promise of a good execution

Workout : scrivete l’advertising idea del copy che vedete

Creative Idea – The whites are so white that you would be proud to show them in public

Creative Idea – Removes grease even on the last item you wash

….

….

Drama The product story is presented in an

involving and provocative framework

The selling idea is visualized in the big picture and dramatized throughout the commercial: drama is quite simply, what happens in the commercial

The purpose of drama is to capture and hold consumer attention Build positive feelings vs. brand Generate interest in the strategic benefit

Therefore the story must be- interesting, not dull- focussed on what the brand does

Drama – good practices

Set up an issue

Use human relationships and empathy

Humour

Rug-pull

Challenge viewer pre-conceptions

Drama – bad practices

Complex stories/hard to understand

Cannibalizing product and benefit

Crazy/off brand character

The test Gut reaction: is it interesting? Read the storyboard, put it facedown and ask

yourself: is the story about the product benefit?

Esempi (buoni e cattivi)

Benefit Visualisation(detto anche key visual, o big picture)

Benefit Visualisation

Definition A picture or series of pictures which

translates the strategic benefit into recognizable, easily understood visuals

The purpose of Benefit visualisation is to make the benefit memorable/noticeable, credible and desirable

It must be ABOUT the benefit/the creative idea

It must be clear and impactful

Some key visuals..

Titanic King Kong …

Esempi (buoni e cattivi)

Selling Line (o payoff)

Definition A distinctive, memorable and ownable

collection of words that captures the essence of the selling idea, so that the benefit belongs to the brand

It must be ABOUT the benefit Easy to remember Stimulating

…What else? …. Just do it … Connecting people … Il meglio di un uomo Have a break. Have a ….. Per tutto il resto c’è… Smacchia a fondo senza strap Un diamante è per sempre Il posto più morbido dove mettere il naso Du gust is megli che uan Senza cuore, saremmo solo macchine Keep walking Nutre come una merenda, piace come un gelato ….. , che gambe! ….., come lava! Che mondo sarebbe senza…

Workout: li riconoscete?

Group work

Valutare una copy execution

Sintesi dell’idea

Guardate gli esempi e annotate

L’insight e L’advertising idea (ACID) Il benefit (relevant, distinctive) Il brand character (in 3 aggettivi) Overall drama

Valutate se questi elementi sono:Provocative, relevant, credible, distinctive, memorable,

about a single minded benefit

Qual è l’esecuzione più forte?

Strategic benefit – Outstanding whiteness

Selling Idea – The whites are so white that you would be proud to show them in public

Key visual: doorstep challenge

Selling line: would your whites pass the doorstep challenge?

Character: Extrovert, confident, up to date

Strategic benefit – Solves the grease problem in dishwashing

Selling Idea – Removes grease even on the last item you wash

Selling line: takes grease out of your way

Character: Upbeat, fast, modern

Role Play

Il copy meeting ideale

Sintesi dell’idea

Introduction Objectives of the meeting Review creative brief and copy strategy

Presentation Explain the copy insights and the key idea Represent the executional look and feel of the copy Make a recommendation

Discussion Listen to each other Be sure you understand the idea and the reco Stick to fundamental issues

Conclusion Agree next steps and timing Summary accuracy (wrire report)

Copy comments organizer

Sintesi dell’idea

Understanding The brief The idea What’s going on in the ad (the drama)

Evaluating Emotional: how does it make me feel? Gut feeling Rational: is this s a copy that WORKS? it ON strategy, is the Adv

Idea strong and ACID, are there strong executional elements (visual, drama, selling line)

Discussing Organise your thoughts and communicate to Agency clearly and

positively

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Handouts

Copy Comment Organizer

In Summary

Sintesi dell’idea Headline

ACB

Benefit

Reason why

Creative sparkle!

Insight

Benefit

Reason why

Brand character

ConceptStrategy/brief

Execution

Adv Idea

Visual

Visual (opt)

Tonality

Selling Line

DR

AM

A

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Handouts

Summary “Copy that works”

Round Table Summary!

..Comments?

..Questions?

GRAZIE!

Sintesi dell’idea