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Insight mining
- 1. WELCOME TO THE
WELCOME TO THE
INSIGHT MINING
INSIGHT MINING
TRAINING DAY
TRAINING DAY
© Lowe Lintas & Partners
- 4. Media explosion
• 1216 TV Channels
• 12,313 Commercial Radios
• 300 million Web Pages
• 2,749 Magazines
© Lowe Lintas & Partners
- 5. The result
People are avoiding it:
• They have the means
• They have developed the habits
• They have the brains
© Lowe Lintas & Partners
- 6. Our contention
In a Culture of Ad Avoidance
Creativity Pays
© Lowe Lintas & Partners
- 7. What really pays is likeability
• Advertising people like
– is more memorable
– builds brand preference
– builds sales
• Quantitative research proves it
(Millward-B wn, Hale y & B
ro alding e r)
© Lowe Lintas & Partners
- 8. Likeability in the US
T Importance of L
he iking I
(% Tests which predicted sales winner)
Brand most likely to buy
Unaided awareness
Top of mind awareness
Liking
0 10 20 30 40 50 60
(Hale y & B alding e r, A Co py
RF
© Lowe Lintas & Partners Re se arch Validity Pro je ct, 1 9 9 1 )
- 9. Likeability in South Africa
The Importance of Liking II
Recall %
30
25
20
15
10
5
0
Lowest… Likeability …Highest
© Lowe Lintas & Partners (Du Ple ssis, Admap, M 1 9 9 4)
ay
- 10. Likeability in the UK
The Importance of Liking III
Recall %
30
25
20
15
10
5
0
Lowest… Likeability …Highest
© Lowe Lintas & Partners (Du Ple ssis, Admap, M 1 9 9 4)
ay
- 11. What makes
advertising likeable
• It’ s not enough to be simply entertaining
• Great advertising sticks
• It sticks because it strikes a chord
• It reveals something about us as people
(our thoughts, our feelings, the things we believe,
know or do).
© Lowe Lintas & Partners
- 12. The key to
likeability is humanity
Insight Into People
© Lowe Lintas & Partners
- 13. The Power of Insight:
A short test
• Do you like it?
• Would you remember it?
• Does it feel personally relevant?
• Does it move you closer to the brand?
• Would you buy it?
© Lowe Lintas & Partners
- 14. One final but very important question
Do you think the insight
was a springboard to a
radical creative idea?
© Lowe Lintas & Partners
- 15. Cup-a-soup
By 4 o’ clock busy people need something
more substantial than tea or coffee to keep
them going
© Lowe Lintas & Partners
- 16. Tesco
When you’ re shopping it’ s the little extra
things that people do that make all the
difference.
© Lowe Lintas & Partners
- 17. Rexona
When you’ re under pressure you need to look
cool and in-control to come through
© Lowe Lintas & Partners
- 18. Stella Artois
When you know beer, you know a higher
price is a sign of higher quality
© Lowe Lintas & Partners
- 20. It’ s clear that
a good insight is:
A deeply felt human truth that
feels as relevant to the brand
as it does to us
© Lowe Lintas & Partners
- 21. It’ s clear what
its value is:
• Touches a nerve
• Draws us in
• Feels personal
• Sticks with us
© Lowe Lintas & Partners
- 22. The Paradox
If that’ s so, why does there seem to be
so much un-insightful advertising?
© Lowe Lintas & Partners
- 23. Real Insights get sacrificed to False causes:
• More Information
• Shout Loudly
• Borrowed Interest
• Fabricated Insights
• Creativity for creativity’ s sake
© Lowe Lintas & Partners
- 24. And Good Insights are hard to find
• People don’ t tell you insights, they
have to be discovered.
• Insights are discovered by asking
questions.
© Lowe Lintas & Partners
- 25. Ask the right question, you’ ll get the right answer”
© Lowe Lintas & Partners
- 26. But what if
the questions are...
• Not challenging enough
• Not thorough enough
• Not addressed to the people who
can give the richest response
© Lowe Lintas & Partners
- 28. Our Approach to questioning
• It’ s revealing to ask the right questions
• It’ s more revealing to ask wrong ones
• It’ s inspiring to look at examples from
outside our business
• The more you ask the more likely you
are to get to the right insight
© Lowe Lintas & Partners
- 29. We dig for insights
in three mines
ASK RIGHT AND WRONG
QUESTIONS IN EACH:
Brand
Co Soc
Consume mm ial
Context
s
r
Co
mp
© Lowe Lintas & Partners
- 30. We dig for insights
in three mines
We ask them all from one perspective:
Brand
Consum Context
er
T E H AN P RSP CT
H UM E E IVE
© Lowe Lintas & Partners
- 31. Right/Wrong approach is rooted in modern
psychology
“ Pe o ple will g ive e xpe cte d answe rs to
e xpe cte d q ue stio ns. The y will g ive a
much mo re re ve aling answe r to a
q ue stio n that fe e ls wro ng . ”
- Dr. P. Vatztewick
© Lowe Lintas & Partners
- 32. Exhaustive approach is rooted in modern psychology
“ N clinical e xaminatio n can be to o
o
e xhaustive . The mo re yo u ask, the
furthe r yo u g e t. So me q ue stio ns le ad
no whe re , but o ne , just o ne can trig g e r
the answe r. ”
- Dr. A. Brossmer
© Lowe Lintas & Partners
- 33. HOW WE USE
INSIGHT MINING
© Lowe Lintas & Partners
- 34. Single Purpose :
two uses
More insightful brand positioning
and creative briefs.
Research
Brainstorming
Programme
© Lowe Lintas & Partners
- 35. It’ s a game with
a serious purpose
• Games are fun - minds open, spirit
changes
• We invite “ the players” best able to
solve the problem
• Rules and structure lead us towards
the answer
© Lowe Lintas & Partners
- 36. Each game follows a course
T EB
H USINE ISSUE
SS
COM UNICAT
M IONS TASK
W O T ASK
H O
Connections
Rigour Provocation Discoveries
Consumer,
T right
he T wrong
he New facts, brand,
questions questions new competitive
thoughts context
BIG CONSUMER
INSIGHT
© Lowe Lintas & Partners
- 37. And has some general rules
• Select a dealer and a moderator.
• Randomly deal “ Right” Questions.
• Randomly deal “ Wrong” Questions.
• Use questions to “ spark” off thoughts
and new questions?
• Keep going until the answers come.
• Capture them
© Lowe Lintas & Partners
- 38. The game can be played in three ways
Heavy
Duty
Fast &
Furious
Solo
Run
© Lowe Lintas & Partners
- 39. Heavy Duty
Half/Full day Session
• Brand Positioning / Re-Positioning
• Fully moderated
• Client and outside attendees
• Run through the full process
• Part of a long term programme
© Lowe Lintas & Partners
- 40. Fast & Furious one-two hour inspiring agency session
• Finding angle of attack for creative brief
• Informally moderated
• Agency team
• Random, quick-fire process
• 3/4 days before the briefing
© Lowe Lintas & Partners
- 41. Solo Run
Playing solitaire
• Looking to inspire your own
strategic thinking
• Alone or with a partner
• Run through the pack
• The night before!
© Lowe Lintas & Partners
- 42. With ruthless judgement of insights at the end
DOES IT:
• Address Business Issue
• Personally Involves Consumers
• Inspire Creative Ideas
• Build Brand Relationship
© Lowe Lintas & Partners
- 43. Insight Mining leads to richer insights
because
IT COMBINES :
• right with wrong
• provocation with rigour
• thoroughness with enjoyment
© Lowe Lintas & Partners
- 45. Example: French Lottery
Business Issue:
• Less people playing the lottery because
new games seems more exciting to play
Communications challenge:
• Bring players back by putting the fun
back into playing
The trigger question:
• What would a fanatic say?
© Lowe Lintas & Partners
- 46. The French Lottery example
“ When you play you can
dream of changing your life”
© Lowe Lintas & Partners
- 47. Example: Axe
Business Issue:
• Axe sales static due to ageing brand profile
and failure to recruit amongst teenage
males and “ dad” brand image.
Communications challenge:
• To emotionally re-connect with youth.
The trigger question:
• What does the target audience dream of?
© Lowe Lintas & Partners
- 48. The Axe example
“ Every man dreams of a
woman making the first move”
© Lowe Lintas & Partners
- 51. OUR SEVEN
OUR SEVEN
CREATIVE PRINCIPLES.
CREATIVE PRINCIPLES.
© Lowe Lintas & Partners
- 52. 1. The idea is god.
• The arrival of computer technology has led to a
proliferation of technique-led advertising.
• Technology has allowed creative people to disguise the
fact that they haven’ t actually thought of an idea.
• Ideas are what truly engage with the consumer.
• Advertising without ideas is like music
without tunes.
© Lowe Lintas & Partners
- 53. 2. Great solutions need great
problems.
• The creative brief is the single most important piece
of paper in the building.
• Agonise over the problem, and the solution tends to
come more easily.
• Lowe Lintas ‘ control’ culture founded on the
imperative for outstanding briefs - and then
ensuring work stays true to them.
© Lowe Lintas & Partners
- 54. 3. Say one thing.
• The classic ads are always single-minded and
strikingly simple.
• Throw one tennis ball, they’ ll catch it. Throw five,
they’ ll drop them all.
• ‘ Murder your darlings’ . A heart-wrenching process
for both agency and client, involving the callous
elimination of much-loved product points.
• “ Iam so rry Ihave writte n yo u a lo ng le tte r. Idid no t
have the time to write yo u a sho rt o ne . ”
© Lowe Lintas & Partners
- 55. 4. First be clear,
then be clever.
• Clarity has become an almost unfashionable virtue.
• ‘ Write on a large piece of paper, and in the plainest
possible language, exactly what the client wishes to say.
Now pin it on your wall and try and beat it.’
• Creative people must resist the blithe assumption that
the audience has the faintest idea what’ s going on.
• The cleverest ideas are the ones that e ve rybo dy gets.
© Lowe Lintas & Partners
- 56. 5. Seek out the intelligent twist.
• The best ads are built around some kind of ingenious and
unexpected conceptual trick: the ‘ twist’ .
• The five kinds of twist: COLLISION, REVERSAL,
LATERAL LEAP, SNOWBALL, AMBUSH.
• ‘ Intelligent twist’ advertising is the kind most re spe cte d
and e njo ye d by our audience.
© Lowe Lintas & Partners
- 57. 6. The campaign rules
supreme.
• Resist the allure of the one-off wonder.
• “ Up like a ro cke t, do wn like a stick. ”
• In a campaign, successive executions are like verses
of a hymn. By verse three, everybody is ‘ singing
along’ with the idea.
• Long-running campaigns are the most valuable
properties we can devise on behalf of our clients.
• Campaigns become like well-loved brands
themselves: a welcome sight on the crowded shelf of
the advertising break.
© Lowe Lintas & Partners
- 58. 7. The good is the enemy of the
great.
• A culture of dissatisfactio n with e ve rything
we do has become the driver to maintaining
creative excellence.
• For instance, are we abso lute ly sure that these
are the seven best creative principles that we
can think of?
© Lowe Lintas & Partners