data-ade - fuel of creative champions
DESCRIPTION
As first presented at ad:tech Sydney by Aneeket Dayal & Hugh Munro of Tongue. Is data killing creativity? Hells no! But in the wrong hands, data can be a a burden rather than a spark for big ideas. And with a proliferation of 'big data', marketers are struggling to decode the data matrix. Instead, Data-Ade gives marketers a fresh approach to data that works. Take your data with a splash of Data-Ade to both inspire big ideas and tell brilliant stories. When life gives you data, make Data-Ade!TRANSCRIPT
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FUEL OF CREATIVE CHAMPIONS
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Hugh MunroStrategy Director
Aneeket DayalDigital Strategist
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LET’S PLAY.Get a partner.Best of 3.
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“Three times lucky.”
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“Bad luck comes in threes.”
“Three times lucky.”
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28,000,000,000 GB of data is produced. Daily.
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When life gives you data, make
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IDEAIN
SIG
HT
AC
TIO
N
DATA DATA
ROLE OF DATA IN THE CREATIVE PROCESS
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IDEAIN
SIG
HT
AC
TIO
N
ROLE OF DATA IN THE CREATIVE PROCESS
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IDEA
INS
IGH
T
DATADATA
The insightotonic fuel for ideas.
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Step 1
Treat data as the start of a question, not the answer.
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“Data itself isn’t the solution. It’s just part of the path to that solution.”
Kristian J. Hammond, Harvard Business Review
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Fact: 80% of men are stealing dabs of their woman’s moisturiser.
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Fact: 80% of men are stealing dabs of their woman’s moisturiser.
Insight: Men want to take care of their skin without looking like a girl.
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http://www.youtube.com/watch?v=Uk-2HnfVocI
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Step 2
Mix with a healthy embrace of contradiction.
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Data Contradictory Data
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Data Contradictory Data
Here be stories
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Australian women use “swim wear”
over “bikini”.
Australian women use “bikini” over
“swim wear”.SOURCE: Google TrendsSOURCE: Google Trends
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Australian women use “swim wear”
over “bikini”.
Australian women use “bikini” over
“swim wear”.SOURCE: Google TrendsSOURCE: Google Trends
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In October, women prefer to think about “swim wear”…
…but by January, they’re finally ready to embrace the “bikini”.
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Step 3
Finish with a good measure of willing ignorance.
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of train-related deaths in 2011 were suicides.81%
SOURCE: Transport Safety Victoria
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Eat a tub of super glue
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“We are so busy measuring public opinion that we forget we can mold it. We are so bust listening to statistics we forget that we can create them.”
Bill Bernbach
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1. Treat data as the start of a question, not the answer.
2. Mix with a healthy embrace of contradiction.
3. Finish with a good measure of willing ignorance.
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IDEA
AC
TIO
N
DATADATA
Your one stop shop for data fueled story telling!
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“Never trust anything that can think for itself if you can't see where it keeps its brain”
J. K. Rowling
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Step 1
Data is not the story, but part of the narrative.
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Bridging the gap from numbers to story.
STATS TESTED
DATA THE FACTS THE ANGLE THE
STRUCTURE THE
LANGUAGE
STORY TO TELL
CREATING THE NARRATIVE
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DATA ONLY APPROACH
CNN Freedom Project
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DATA-FUELED STORYTELLING
Millions of people from 200 countries have visited slaveryfootprint.org to discover their connection to modern-day slavery.
Same data, new approach.
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THE POWER OF MOVIES
Created for COMMUNITIES not just demographics!
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Step 2
Add a pinch of emotional context.
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COMMUNITIES ARE FUELED BY EMOTIONAL CONTEXT
1. Passion 2. Share interest 3. Collective 4. Purpose 5. Real-time
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AN EMOTIONAL STORY FOR ASOS
EMOTIONAL DATA
- Disillusioned & disinterested about the idea of marriage.
- Yet would happily marry their favorite piece of clothing.
RATIONAL DATA
- Always out and about.
- Reside within CBD locations.
- IX: 300 try something new.
Fashionista Community
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“Success comes from standing out, not fitting in.” Don Draper
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Step 3
Challenge the media status quo.
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THE EXPECTED
Audience Data:
- 600,000 unique visitors a month
- 81% Women
- 19% Men
WHAT ARE 114K MEN DOING ON AWW?
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THE UNEXPECTED
- Over-index in online purchases - Show higher response rate to ads - Stay longer on WW Article pages- Household decision maker - Enjoys social media
Nielsen and RM 2013 Stats
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Making the SMH Sexy for 1 Day = 0.35% CTR
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1. Data is not the story, but part of the narrative.
2. Add a pinch of emotional context.
3. Challenge the media status quo.
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FUEL OF CREATIVE CHAMPIONS