Outstanding Creative

Three steps Key Consumer Insight (KCI) Key Brand Benefit (KBB) Creative Leap (CL) KCI + KBB + CL = outstanding creative

What is a Consumer Insight Reason why  Behavior Typical Marketplace behaviors Purchase / Use / Consume Ignore Avoid Recommend Disparage Idolize

What is a consumer insight Reason why – motivators Motivators Low level (secondary) High level (primary) Consumer Insight – high level motivators of behavior Key Consumer Insight (KCI) – the primary motivator which influences behavior the most

Typical Low Level Motivators “The product is inexpensive” “The product is available close by” “The quality is very good” “I like it” “No other product works as well”

High Level Motivators of Behavior “What does that do for you?” “The product is inexpensive” “It validates my self-image as being a “value conscious” person” “The product is available close by” “Spending time with my family makes me feel like a successful parent” “The quality is very good” “I only want the best in life as I am worth it” “I like it” “Others envy me. I become the center of attention” “No other product works as well” “I am the best and I want to have the best”

Steps in unearthing the KCI Put a face on your target audience Demographics are not enough Psychographics required “A day in the life of Mr. Jones” How do you do it? Qualitative research methods (focus groups, in-depth interviews, ethnography) Research Techniques (Laddering, Projective techniques)

Laddering Example 1 Interviewer: “Why do you wear a Tiffany bracelet?” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry?” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you?” Subject: “When I wear it, I feel refined, elegant and delicate” Interviewer: “what does that do for you?” Subject: “I feel very attractive” Interviewer: “How do you know that?” Subject: “I have seen my husband looking at me that certain way” KCI: Subject wears Tiffany’s as she values her partner’s feelings for her. Tiffany’s – the key to your partner’s heart.

Laddering Example 2 Interviewer: “Why do you wear a Tiffany bracelet?” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry?” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you?” Subject: “When I wear it, I feel refined, elegant and delicate” Interviewer: “what does that do for you?” Subject: “I feel very attractive” Interviewer: “How do you know that?” Subject: “Every time I wear it I notice admiring glances from men. I feel very flirty” KCI: Subject wears Tiffanys as she loves the idea of harmless flirting Tiffanys – Its okay to be wicked!

Laddering Example 3 Interviewer: “Why do you wear a Tiffany bracelet?” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry?” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you?” Subject: “When I wear it, I feel unique, very different from the masses” Interviewer: “what does that do for you? Subject: “It reinforces my self-worth” Interviewer: “How do you know that?” Subject: “Every time I wear it I am very self-assured and confident in my abilities” KCI: Subject wears Tiffanys as it reinforces her high beliefs about herself Tiffanys – one of a kind!

Projective Technique “I love Mauritius because______” Answer: “___ I can surf, swim, sunbathe, hike, camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand” Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place Ad baseline: Mauritius: 99% fun, 1% land

How do you know you have the KCI Step1 Identify all high level motivators through laddering from various subjects Identify all unusual / unexpected responses Make sure the consumer benefit expressed is emotional / self-expressive Step 2 Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5): You were to get admiring glances from men Your partner were to make you feel very special You were to feel very confident in your abilities

Key Brand Benefit (KBB) What are the brand’s features and corresponding benefits What are the key benefits The USP What if there are no key benefits? Can you create one?

Outstanding Creative Match the KBB with the KCI This is the creative process No creative leap – just an ad on strategy Creative leap – outstanding ad on strategy

The VW in the 60s KCI: Subject drives the VW because it makes an anti-establishment statement KBB: VW’s smallness KBB + KCI  Drive a small, utilitarian car as a rebel statement KBB + KCI + CL  “Think Small”; “Lemon”, etc.

Ceasefire (1980s) KCI  “Fires don’t happen to me, they happen to somebody else, like my neighbor” KBB  portable, lightweight fire extinguisher KCI + KBB  Fires can happen to you. Keep Ceasefire in your kitchen KCI + KBB + CL  “Your neighbor said that”

ICICI Bank (1990s) KCI  “At the slightest signs of trouble my bankers bail on me” KBB  structured to be more resilient than most banks KBB + KCI  “Partnership Banking” KBB + KCI + CL  “We’re with you for the long haul”