1. Without Insights your Creativity is BlindYonathan Dominitz

2. Highly creative Ideas and InsightsCommon Thinking Patterns 3. What is an Insight? 2013 All rights reserved to Mindscapes 4. Lets start with what it is not:Insight is not a single revelation 2013 All rights reserved to Mindscapes 5. Insight is a chain of revelations 2013 All rights reserved to Mindscapes 6. Insight is a chain of revelations 2013 All rights reserved to MindscapesOUA 7. ObservationA truth about how things are:This truth can come from data, research or our own experienceor from a personal observation regarding:Peoples beliefs, values, perceptions, attitudes, behaviors;what the think, feel, say or act regarding life, the category, thebrand or the product. 2013 All rights reserved to Mindscapes 8. UnderstandingWe reveal a new understanding or meaningwithin the brand context.The observation should provoke some reaction or stimulate anew realization for us:We understand something we didnt understand before, or wesee things in a different way, or we get a new meaning for therole the brand/product can play in peoples life. 2013 All rights reserved to Mindscapes 9. ArticulationOf a new perspective about the brand.Based on the Observation& the new Understanding, we cannow articulate a new perspective about the brand. 2013 All rights reserved to Mindscapes 10. Snickers new strategy commercialhttps://www.youtube.com/watch?v=QVjGRizbSuM 11. What was the chain of revelationsleading to Snickers new strategy? 2013 All rights reserved to Mindscapes 12. The Snickers case:1. New observations or truthshave you noticed that, when you get really hungry,you become restless and angry? 2013 All rights reserved to Mindscapes 13. The Snickers case:2. A new understanding or meaningwithin the brand contexthunger has (and therefore Snickers has) psychologicaland emotional consequences. 2013 All rights reserved to Mindscapes 14. The Snickers case:3. Articulating new perspective about the brandBy helping you overcome hunger, Snickers helps you stay you(Youre not you when youre hungry) 2013 All rights reserved to Mindscapes 15. Lets see three campaigns and try to figure out what is the commonInsight thinking pattern behind them? 16. Puma football EuropeValentine day- on a Sunday 2013 All rights reserved to Mindscapes 17. 1. New observations or truthsMen are going to have a dilemma: football or girlfriend? 2013 All rights reserved to Mindscapes 18. 2. A new understanding or meaningSupporting the love of football also means making sureit isn't harmed by losing the love of a girlfriend 2013 All rights reserved to Mindscapes 19. 3. Articulating new perspective about the brandThe brand which stands for football = lovestands by your side in other "loves" as well 2013 All rights reserved to Mindscapes 20. Puma Hardchorushttps://www.youtube.com/watch?v=Mo2wFptAX3k 21. Creative effectiveness GP 22. V Line guilt tripshttps://www.youtube.com/watch?v=mbdsHnVedS4 23. https://www.youtube.com/watch?v=A5kTiP4wDQU 24. Pattern? 2013 All rights reserved to Mindscapes 25. Search for a Conflict When people experience conflicts, they experience tension and discomfort, andthey search for new solutions. Therefore, identifying conflicts may lead to a creation of a new brandperspective, which can be more relevant and meaningful for people. 2013 All rights reserved to Mindscapes 26. Love for football vs.commitment to my female partner 2013 All rights reserved to Mindscapes 27. Visiting the family vs. being free to do what you like 2013 All rights reserved to Mindscapes 28. respecting tradition vs. being free to eat what you like 2013 All rights reserved to Mindscapes 29. Search for a ConflictTwo kinds of conflicts:Internal Conflict External Conflict 2013 All rights reserved to Mindscapes 30. Search for a ConflictInternal conflict:When two or more aspects of the inner world of a personare opposing each other. 2013 All rights reserved to Mindscapes 31. Search for a ConflictExternal conflict:Conflicts between the inner world of a person and others. 2013 All rights reserved to Mindscapes 32. Territories of conflictsBehaviorNeedsBeliefs / Views /ValuesWants/ desiresEmotions 2013 All rights reserved to Mindscapes 33. Love for football vs.commitment to my female partner 2013 All rights reserved to MindscapesTerritories of conflicts 34. Look for conflicts thatresult in frustrationresult in discomfortresult in tensionresult in hesitationresult in regret 2013 All rights reserved to Mindscapes 35. Lets see another three campaigns and try to figure out what is thecommon Insight thinking pattern behind them? 36. Insurance 2013 All rights reserved to Mindscapes 37. Grand Prix Media Lion 2013, Ogilvy AMSTERDAM 38. https://www.youtube.com/watch?v=bBfM2cMKsSg 39. The Observations: Romanians become more patriotic when their national identity is beingthreatened Googles predictions for Romanians are are mostly negative 2013 All rights reserved to Mindscapes 40. https://www.youtube.com/watch?v=SUzvT9rHf2M 41. Denmarks leading travel agencyThe challenge: increase sales of international holiday trips 2013 All rights reserved to Mindscapes 42. The Observation: Danes have 46% more sex when on city holidays 2013 All rights reserved to Mindscapes 43. https://www.youtube.com/watch?v=vrO3TfJc9Qw 44. Pattern? 2013 All rights reserved to Mindscapes 45. Fight For a Cause 2013 All rights reserved to Mindscapes 46. What is a cause?A cause can be any idea or goal with a common objectivewhich leads people for action in order to change or toobtain it 2013 All rights reserved to Mindscapes 47. The LogicCreate a cause and launch a campaign in which the brandis presenting the cause and supplying the initial platformsfor people to engage with the cause and take action in it. 2013 All rights reserved to Mindscapes 48. The main focus is on the cause, not on the brandBrand Cause 2013 All rights reserved to Mindscapes 49. Social causemediaMobileBlogsTV 2013 All rights reserved to Mindscapes 50. However, at the end of the day, the sympathy and awareness ofthe cause is reflected back on the brand 2013 All rights reserved to Mindscapes 51. 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 aboutthe brand, with potential to generate relevant andengaging communications ideas. 2013 All rights reserved to Mindscapes 52. Lets see another three campaigns and try to figure out what isthe common Insight thinking pattern behind them? 53. How do you use mobile phone advertisementin India, where data costs for voice calls can be prohibitively highfor most Indians? 2013 All rights reserved to Mindscapes 54. To avoid high costs, Missed calls are a popular workaround-dialup a friend then hang up, and they're alerted without mobile charges. 2013 All rights reserved to Mindscapes 55. Solution: Transform the practice of "missed calls into a newmobile channel where user can listen freely by using missed calls. 2013 All rights reserved to Mindscapes 56. https://www.youtube.com/watch?v=mdzFwDbk3ig 57. New Zealand Air 2013 All rights reserved to Mindscapes 58. https://www.youtube.com/watch?v=yZL5RT9jblY 59. 2013 All rights reserved to Mindscapes 60. Pattern? 2013 All rights reserved to Mindscapes 61. Creative use of ProblemsThe Problem itself is the observationWhich is used to articulate the new brandPerspective. 2013 All rights reserved to Mindscapes 62. Guinness:The marketing/ consumption problem ofConsumers having to wait too long before they can drink the beer 2013 All rights reserved to Mindscapes 63. Guinness:The marketing/ consumption problem ofConsumers having to wait too long before they can drink the beeris the Observation 2013 All rights reserved to Mindscapes 64. Guinness:Which led to the Articulation of the new Guinness perspective:Good things come to those who wait 2013 All rights reserved to Mindscapes 65. New Zealand Air:The problem of Australians perceiving New Zealandas an unattractive destination 2013 All rights reserved to Mindscapes 66. Guinness:.is the ObservationWhich led to the Articulation of the new perspective:The Kiwi Sceptics 2013 All rights reserved to Mindscapes 67. Mindscapes has more creative tools for revealing insights, as well as awhole set of creative thinking tools for creating creative& effectiveadvertising ideas and campaigns 68. Talk to us for more info about our tools andconsultancy, training programs , brand projects orlectures, please contact us:info@TheMindscapes.comwww.TheMindscapes.com 2013 All rights reserved to Mindscapes