without insights your creativity is blind

Without Insights your Creativity is Blind

Yonathan Dominitz

Highly creative Ideas and Insights

Common Thinking Patterns

What is an Insight?

Insight is not a single revelation Let’s start with what it is not:

Insight is a chain of revelations

Observation

A truth about how things are:

This truth can come from data, research or our own experience or from a personal observation regarding:

People’s beliefs, values, perceptions, attitudes, behaviors;

what the think, feel, say or act regarding life, the category, the brand or the product.

Understanding

We reveal a new understanding or meaning

within the brand context.

The observation should provoke some reaction or stimulate a new realization for us:

We understand something we didn’t understand before, or we see things in a different way, or we get a new meaning for the role the brand/product can play in people’s life.

Articulation

Of a new perspective about the brand.

Based on the Observation& the new Understanding, we can now articulate a new perspective about the brand.

Snickers’ new strategy commercial

https://www.youtube.com/watch?v=QVjGRizbSuM

What was the chain of revelationsleading to Snickers’ new strategy?

The Snickers case:

1. New observations or truths

“have you noticed that, when you get really hungry, you become restless and angry?”

The Snickers case:

2. A new understanding or meaning

within the brand context

hunger has (and therefore Snickers has) psychological and emotional consequences.

The Snickers case:

3. Articulating new perspective about the brand

By helping you overcome hunger, Snickers helps you stay you(”You’re not you when you’re hungry”)

Let’s see three campaigns and try to figure out what is the common

Insight thinking pattern behind them?

Puma football EuropeValentine day- on a Sunday

1. New observations or truths

Men are going to have a dilemma: football or girlfriend?

2. A new understanding or meaning

Supporting the love of football also means making sure it isn't harmed by losing the love of a girlfriend

3. Articulating new perspective about the brand

The brand which stands for football = love stands by your side in other "loves" as well

Puma Hardchorus

https://www.youtube.com/watch?v=Mo2wFptAX3k

Creative effectiveness GP

V Line guilt trips

https://www.youtube.com/watch?v=mbdsHnVedS4

https://www.youtube.com/watch?v=A5kTiP4wDQU

Pattern?

Search for a Conflict

When people experience conflicts, they experience tension and discomfort, and they search for new solutions.

Therefore, identifying conflicts may lead to a creation of a new brand perspective, which can be more relevant and meaningful for people.

Love for football vs. commitment to my female partner

Visiting the family vs. being free to do what you like

respecting tradition vs. being free to eat what you like

Two kinds of conflicts:

Internal Conflict External Conflict

Internal conflict:

When two or more aspects of the inner world of a person

are opposing each other.

External conflict:

Conflicts between the inner world of a person and others.

Territories of conflicts

Behavior

Beliefs / Views / Values

Wants/ desires

Emotions

Love for football vs. commitment to my female partner

Territories of conflicts

result in frustration

result in discomfort

result in tension

result in hesitation

result in regret

Look for conflicts that…

Let’s see another three campaigns and try to figure out what is the

common Insight thinking pattern behind them?

Insurance

Grand Prix Media Lion 2013, Ogilvy AMSTERDAM

https://www.youtube.com/watch?v=bBfM2cMKsSg

The Observations: Romanians become more patriotic when their national identity is being

threatened Googles predictions for “Romanians are…” are mostly negative

https://www.youtube.com/watch?v=SUzvT9rHf2M

Denmark’s leading travel agency

The challenge: increase sales of international holiday trips

The Observation: Danes have 46% more sex when on city holidays

https://www.youtube.com/watch?v=vrO3TfJc9Qw

Pattern?

Fight For a Cause

What is a cause?

A cause can be any idea or goal with a common objective which leads people for action in order to change or to obtain it

The Logic

Create a cause and launch a campaign in which the brand is presenting the cause and supplying the initial platforms for people to engage with the cause and take action in it.

The main focus is on the cause, not on the brand

Brand Cause

Social media

Mobile

However, at the end of the day, the sympathy and awareness of the cause is reflected back on the brand

Fight for a Cause as a tool for revealing insights:

Thinking about a cause gives us a specific mental lens, which enables us to identify new observations. These observations may inspire a new perspective about the brand, with potential to generate relevant and engaging communications ideas.

Let’s see another three campaigns and try to figure out what is the common Insight thinking pattern behind them?

How do you use mobile phone advertisement in India, where data costs for voice calls can be prohibitively high for most Indians?

To avoid high costs, Missed calls are a popular workaround-dial up a friend then hang up, and they're alerted without

mobile charges.

Solution: Transform the practice of "missed calls“ into a new mobile channel where user can listen freely by using missed calls.

https://www.youtube.com/watch?v=mdzFwDbk3ig

New Zealand Air

https://www.youtube.com/watch?v=yZL5RT9jblY

Pattern?

The Problem itself is the observationWhich is used to articulate the new brand Perspective.

Creative use of Problems

Guinness:

The marketing/ consumption problem of

Consumers having to wait too long before they can drink the beer…

Guinness:

The marketing/ consumption problem of

Consumers having to wait too long before they can drink the beer…

is the Observation

Guinness:

Which led to the Articulation of the new Guinness perspective:

Good things come to those who wait

New Zealand Air:

The problem of Australians perceiving New Zealand

as an unattractive destination…

Guinness:

….is the Observation

Which led to the Articulation of the new perspective:

The Kiwi Sceptics

Mindscapes has more creative tools for revealing insights, as well as a whole set of creative thinking tools for creating creative& effective advertising ideas and campaigns

Talk to us for more info about our tools and consultancy, training programs , brand projects or

lectures, please contact us:

info@TheMindscapes.com

www.TheMindscapes.com

without insights your creativity is blind

new understanding

new perspective

new observations

new solutions

new brandperspective

new meaning

love of football

snickers case

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