from meeting room to living room in 10 easy steps
DESCRIPTION
A guidance for advertisers. How to produce commercials that perform well, not only in a meeting room environment, but also in a living room environment.TRANSCRIPT
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ECompany world
Consumer world
The Meeting Room
The Living Room
Boss = man with the check
Boss = person with remote control
Rules = Rules of MarketingTarget = Consumer (PRP)Competition = Other Companies
Success = Bond with Consumer
Rules = Rules of EntertainmentTarget = audience (PRZapping)Competition = Other Programs
Success = Bond with the Viewer
Game = eliminate surprise
Game = seek surprise
Arena:
Arena:
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In 1O Easy Steps
to Living RoomFrom Meeting Room
Company Truth
Consumer Truth
Company promise
Advertising idea
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Step 1
More research• Creative projects can’t be improved by
research. But the reason we do want to test is mainly because we lack recent information and understanding about our target audience.
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Step 1
More research• Need to know more about how people
behave as consumers.
• Need to know more about how people behave as an audience.
• Research finished work.
• Research in real audience situation.
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EStep 2
Challenge your strategy
When you have a weak strategy, you’ll want creative to reassure you.
Be tough on your strategy, and you’ll be much more confident about the creative work.
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EStep 2
Challenge your strategy
Do you have a convincing Promise?
Is it true?
Is it competitive?
Is it supported by the whole company?
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EStep 3
Big Brainsup Front
There is no professional answer to what is good or bad creative.
Advertising expresses where the leaders want to take their Brand.
When the leaders hide, the creative is dumb.
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EStep 3
Big Brainsup Front
• Let everybody who will ever have the right to express an opinion sit around the table BEFORE the creative process starts.
• Their intelligence is necessary then, or never.
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Step 4
Create TIME
It takes only 3 seconds to have an idea.
But you never know when these 3 seconds will happen
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Step 4
Create TIME
• Don’t debate over ideas you won’t buy
• There is no better argument then not enough, you can do better.
• If you feel you can improve the writing or art of your agency, you need another agency.
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Step 5
Ban the Storyboard
If you don’t have a real idea, but still have to convince a board of directors, do a storyboard. They might buy it.
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Step 5
Ban the Storyboard
• Express the idea the way normal people would tell each other after having seen.
• Let it be written down in one or two sentences, no more.
• Forbid your agency to show storyboard.
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EStep 6
Look for the scary part.
Things that make you feel uncomfortable are often those things that reassure the audience they can expect something.
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EStep 6
Look for the scary part.
• The first thing wrong could be the first thing right
• Cut off the wings of a jumbo jet and you end up with just another bus.
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EStep 7
Never Direct the Director
Directors are very smart people with very little time for nonsense. They’ll be happy to let you do their job.
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EStep 7
Never Direct the Director
• a director is a storyteller. Spend time listening to him. The story he tells will be the story people remember.
• If the story he’s telling can’t become yours, find another director
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EStep 8
Overspend on Production
We always dream of grand ideas. When it comes to producing, the budget is suddenly too small.
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EStep 8
Overspend on Production
• If you can spend 100.000 €
• Go for a 50.000 € script.
• A 1Mo € script produced with 750.000 € will look cheap. A 50.000€ script produced with 100.000€ will look chique.
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Step 9
Work untill it Works
“Works” means not only “I’ve spoken”.
“Works” means: “They heard me, they’ll remember my message, and they’ll admire me for it.”
All this in 30 sec.
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Step 9
Work untill it Works
• re-mix, re-edit, in search for hit-power.
• On time, on budget, on strategy = Olympic minimum.
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Step 10
Think Next.In the world of entertainment, the only real
success you can have is that they want you on stage again.
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Step 10
Think Next.• One hit is not a destination
• It is a start.
• You got their attention, make sure you’ve got something to tell them
• Surprise the audience with what they expect.
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Thank you for the company.You were a great audience.