Samira Mohamed, Associate Director and NGC champion, UK … · 2015-04-07 · Ad Recall Ads Without...
Transcript of Samira Mohamed, Associate Director and NGC champion, UK … · 2015-04-07 · Ad Recall Ads Without...
Samira Mohamed, Associate Director and NGC champion, UK [email protected]
Target Definition
Compelling Insight
Big Idea Creative
Brief (Blueprint)
Creative Idea
Execution
Is the insight
compelling?
Can we use it?
Is the
Creative idea
sound?
Can we
improve it?
Is the
execution
working?
Can we
improve it?
Is the insight
credibly linked
to the brand?
We are on a journey
That journey can be tricky
Ideas
Insights
3
Creative
0
3075
6150
9225
12300
1x 2x 3x 4x 5x 6x 7x 8x 9x
000’s of HHs buying
ANNUAL PURCHASE FREQUENCY
THIS IS
FRUCTIS
SOURCE: NIELSON
0
3075
6150
9225
12300
1x 2x 3x 4x 5x 6x 7x 8x 9x
000’s of HHs buying
ANNUAL PURCHASE FREQUENCY
THIS IS WHAT IT NEEDS TO DO
TO LOOK
LIKE PANTENE
Mental availability Physical availability
The most successful brands have strong
mental & physical presence
11
USPs are no longer realistic or long lasting. Most people do not believe brands are different
4
7
10 9
12 12
11 10
8 7
5
2,1 1,6
0,8 0,5 0,1 0,1
0-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76-80 81-85
Uniqueness T4B % All brands, all categories, NA
Two-thirds of brands score less than 35% on uniqueness rating
There is little difference today between
brands on functional benefits
A brand ‘Mind Cloud’. The chaotic cluster of
images, sounds, associations and colours
that constitute the brand in the mind
Building on attributes and associations that drive distinction
Distinctive assets help
r= .71
Presence of "Marketing" Associations to Brand
(icons/characters/spokesperson) %
Bra
nd
Co
mm
itm
en
t %
Source: Ipsos-ASI R&D Data
We find ads with continuity from prior ads and campaigns – theme, characters,
celebrities or creative style – outperform those without.
These ads more readily trigger brand associations and experiences.
Source: Meta analysis of Ipsos’ tracking & testing database
Indexed performance of 1,513 TV ads
99
97
99
96
102
105
102
107
Interest
Branding
Attention
Ad Recall
Ads WithoutContinuity (1018ads)
Ads WithContinuity (495ads)
Emotions
matter…
Emotional campaigns take longer to deliver results
but have more long term brand building benefits
Bearing that in mind as we take this
journey, lets talk about the stages
Ideas
Insights
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Creative
Insights
The revelation of a REAL TENSION
(aspiration, frustration, desire, need)
that inspires a BRAND OPPORTUNITY
Insights: Finding universal meaning
that’s compelling to your target
The emotional engine for your campaign
“When you’re hanging out with the lads there’s a
certain way of behaving that you need to live up to”
Big Idea: Connecting insights to the
brand in a credible way. A way that’s
distinct to your brand
Ideas
The resonant and credible CONNECTION
Between your brand and the relevant insight
The emotional fuel for your campaign
Priceless EMOTIONAL CONNECTION It can create and sustain a strong emotional bond with consumers
The Coke side of Life OWNABILITY It can help the brand own a benefit, a territory, an emotion
Think Different DISCTINCTION It can act as a long term advantage by differentiating the brand, highlighting its singularity
Spray more; Get more SCALE It can maximize each initiative by making them contribute to building the brand equity
It only does everything CONSISTENCY It can help in identifying the brand across all contacts
Why Big ideas?
Nut filled
Quick rebalance
“When you’re hanging out with the lads
there’s a certain way of
behaving that you need to live
up to”
You’re not you when you’re hungry
Creative
Creative: Big Ideas can only live
through executions
“When you’re hanging out with the lads
there’s a certain way of
behaving that you need to live
up to”
Delivered in a humourous way – avoiding diva like
behaviour to remain at one with the pack
“Ha,Ha! Brilliant!
That’s totally me!”
Nut filled Quick
rebalance
Snickers: You’re not you when you’re hungry
Powerful insight and the right big idea = Creative freedom across regions & formats
Research keeps you in touch with your people through this process
Checking in is vital. But you don’t need all
the steps all the time Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Client brief
Comms Strategy
Creative development
Production
Strategic planning
Agency & Client
alignment
To be conducted for new campaign and KEY initiatives
Choice depends on where most questions and history lie
Big Idea reasearch
Insight research
Creative executions
Agency & Client
alignment
Creative reasearch
ON AIR
Pre Production
OR Final ad
assessment
Recommended for KEY initiatives
Can be skipped depending on previous steps
learnings
OR
Connectors: Measuring consistently
Personal Resonance: Reminds me of things I Care
About & Enjoy
Which motivations are we tapping into? Experiences, feelings…that we might not be aware of which can reinforce the idea.
Mind Clouds: To visually represent resonance – mapping of attachments and connections
Motivational Focus: Emotional motivators
Brand Closeness: Attachment to brand
Labs for Insights, Big Ideas and early creative ideas: How we build it depends on you
Several iterations We favor mini qual and quant layers of research across multiple ideas or creative to evolve them to perfection through the process.
The most appropriate sequence Depending on the business questions and level of idea or creative finalization, we will advise to start with qual exploration to explore and refine. Or advise quant screening to begin from a firm assessment.
Quant Screening
Final Round of Quant or Qual
Learn from Quant, Evolve
Learn from Qual, Evolve
Setup
Qual Exploration
System 1 (neuro) techniques to surface hidden truths
EEG and Eye Tracking
Before airing – refine and make sure your execution is the best it can be
*Measuring brand building keys*
Reach is important
Distinctive assets help
Emotional priming drives results
Ipsos pre-testing is best in class and here’s why…
Reach is important - Measurement
P
rin
t
TV
O
nlin
e
In
-Sto
re
O
utd
oo
r
Your ad here!
1 Media clutter context provides distraction – Is your ad going to stand out vs. other messages?
2 Media clutter allows you to test a full campaign. For e.g. You can test your strategic TV with tactical print to understand how they will support your brand
Emotional priming drives brand
results - Measurement
we talk to 150 consumers
who have not seen advertising
about your brand… (Control Cell)
…and we talk to 150 consumers who have seen advertising about your brand (Test Cell)
We are the only agency to use a Test vs. Control method – the most accurate way to measure short and long term ad effects
To back it up we offer a full suite of emotional
diagnostics as standard
Engagement trace - consumer watches the ad in real time which shows where interest builds, dips, or flattens
Closeness – how close they feel to your brand
Brand
Censydiam motivational territory – Where does the ad move the brand?
Scene by scene analysis...
–
pe
rs
on
al
d
im
en
si
on
–
– s o c i a l d i m e n s i o n –
Distinctive assets help - Measurement
Ipsos self- funded study data
Shows which brand and ad mindclouds are picked up
Plenty of open ended questions for rich, direct
feedback for nuanced, qualitative-style
understanding…
Describe the ad as if you were talking to a friend. Please write down in your own words and be as detailed as possible. Do not worry about spelling, punctuation or grammar, just imagine you are talking to a friend.
Other than trying to get you to buy the product, what was the one main idea of the ad you have just seen?
What did you particularly like about the ad?
IMPLICIT USES REACTION TIME TO CAPTURE WHAT PEOPLE FEEL SUBCONSCIOUSLY, AT THE SAME TIME AS
THEIR CONSCIOUS RESPONSE
Brand A
Brand B
Brand C
Brand D
EXPLICIT REACTION
IMPLICIT REACTION
IMPLICIT MEASUREMENT ADDS A NEW DIMENSION TO OUR UNDERSTANDING OF HOW BRAND EFFORTS AFFECTS PEOPLE AND THEIR INTENTION AND
DECISIONS ABOUT BRANDS
We also get System 1 feedback on what people
REALLY think *Case study*
Final Thoughts
What is the Big idea – the steel thread
of your communications
Ideas
Insights
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Creative
And always keep this guy in mind!
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Samira Mohamed, Associate Director and NGC champion, UK [email protected]