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?
© 2013 All rights reserved to Mindscapes

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

Insight is a chain of revelations

Insight is a chain of revelations
OUA

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 revelations
leading 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 Europe
Valentine 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

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
Needs
Beliefs / Views /
Values
Wants/ desires
Emotions

Love for football vs.
commitment to my female partner
Territories of conflicts

Look for conflicts that…
result in frustration
result in discomfort
result in tension
result in hesitation
result in regret

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

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 cause
media
Mobile
Blogs
TV

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

Creative use of Problems
The Problem itself is the observation
Which is used to articulate the new brand
Perspective.

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

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