There is no effective communications system without a good idea.. But where the good ideas come from? We have to know what content is connected to a given category, because this content is the key to enter others minds...

1. Content Insight & Creative Fitness
Miklos Kun – MediaCom Hungary | 2014

2. 1 2 3 4 5
Which card expresses this sentence the best, „Loves me, …” ?
Source of pictures: Dixit board game

3. 1 2 3 4 5
Source of pictures: Dixit board game
Which card expresses this sentence the best, „Loves me, …” ?
Most voted for this card…

4. He loves me, he loves me not,… - it is like a meme
Notorius
Spreads by imitation
Has mutations

5. How does this relate to communication?
A product category

6. How does this relate to communication?
A product category
Reactions
Thoughts,
Emotions,
Routine

7. Small units of information (memes) construct the chain
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions

8. Triggers move the system: ads, product usage, somebody talks about it, etc…
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger

9. Task #1: to define the driver memes of a category because these are the points
where the brand message can most effectively connect/enter the cognitive system
A product category
Thoughts,
Emotions,
Routine
Chain drive of memes
Reactions
trigger
trigger

10. Category-memes are the best connection points
where contagious ads can enter to our minds

11. Category-memes as connection points of this content:
• Van Damme’s split
• Van Damme is an action hero
• Volvo = safety
• Trucks cannot go backward, they would collapse

12. Category-memes as connection points of this content:
• Active knowledge: the most well known animals say
something (quack, woof, miaow…)
• Inactive knowledge: Fox is a known animal (usually
negative character) but he does not say anything

13. Category-memes as connection points of this content:
• there is a chance of WW3 starting...:
„some Arabian king” or „some Korean dictator”
• War is a bad thing
• „Make love, not war” – globally known slogan of pacifists
• Axe = sex (love)

14. Nb. of used memetic connection points = content insight
Creative fitness = the
potential for spreading

15. Creative fitness
ROI

16. Content insight
matters