Co-Create Go-Creative 2012
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Transcript of Co-Create Go-Creative 2012
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Co-Create Go-Creative
cimigo.vn Richard Burrage
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Part
Frustration
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Brand owners are frustrated!
Inappropriate global advertising
Worries that creative is not connecting & won’t deliver ROI
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Credit: Striatic; Fair use claimed.
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Creative agencies are frustrated!
Short lead times
Unresponsive research
Little access to consumers for inspiration
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It has taken more than a hundred scientists two years to find out how to make the product in question;
I have been given thirty days to create its personality and plan its launching.
If I do my job well, I shall contribute as much as the hundred scientists to the success of this product. David Ogilvy
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Market research agencies are frustrated!
Used more for validation than inspiration
Palpably feel the loss of what could have been
Lacking the means to make an impact
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Benchmarks Scales
End ratings
Norms
Retro- spective
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Part
Inspiration
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Key linkages are often broken or don’t even exist.
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Research Agency
Creative Agency
Brand Owner
Consumer
Barriers to inspiration are systemic.
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We need to build a new structure,
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Research Agency
Creative Agency
Brand Owner
Consumer
a structure that can drive creative power.
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Work together
Share Explore
Iterate Build
Experiment
Co-Create
Converse
Engage
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Online Community Panels allow us to achieve this.
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Forum
Interactive platform to discuss &
debate
Blog
Private diary to express
introspective thoughts
Chat
Real-time dynamic
online FGD interaction
Media
Uploaded library of images &
video
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Runs in parallel Creative Process
Consumer Access
Greater coverage
Always on
Explore deeply
Iterate & test
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Passions Motivations
Meanings Colour
Music Love
Lusts
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Co-Creation puts consumer inspiration at the heart of the creative process.
Online community panels provide the structure for a
creative process to flourish.
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Part
Creation
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Colgate Palmolive was running a global campaign based on “I Sing”, but had given local markets the leeway to change the execution to meet local needs.
Y&R Vietnam needed to translate the global campaign for Vietnam and wanted consumer insight – but required a research method that could support their need for speed.
Cimigo deployed its CimigoLive online community panel to achieve this. For 6 weeks, Colgate, Y&R, Cimigo, and, most importantly, the consumers worked together to achieve this.
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Forward thinking opened an opportunity
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Exploration of motivations to find the hook…
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Assess creative ideas against behaviour & desires...
‘...I bought roses. After taking a shower with
shower cream, I spread the petals in the tub
and bathed while listening to music of
Mozart. That was the most memorable
moment to me. I released my stress without
help from anybody’. (Female, 28, HCMC)
‘I sing every time I take a shower for the
coolness and revitalization. I feel free, all my
worries are gone. I often start a new day and
end everyday by showering to have a soft
and seductive skin and a comfortable mind.’
(Female, 24 y.o, Ha Noi)
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Storyboard iterations over the weeks to hone...
...all tightly linked to target consumer feedback.
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Models assessed for fit to category & brand... Phu Tu Vuong
Thuy Lam
Thuy Tien
Toc Tien
Truc Diem
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Music
Talent Imagery
Colours Flowers
Storyboard
All elements of this “translation” could be explored, adapted, and validated – with
the consumer at the heart of it all.
Words
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Finally, leading to a Vietnam-relevant execution of the global idea.
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Part
Conclusion
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A corporation that’s open-minded & seeks consumer connection.
The local brand-owners to be active & engaged participants.
A creative agency that wants its creativity ideas to be built with the consumer, not just for the consumer.
Time!
A strong, local research team that fosters linkage across parties.
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Things you’ll want to have in place...
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Don’t let any stakeholder walk away or stay quiet – else it will fail! This is not “fire & forget” research.
Don’t think the consumer will create the TVC! They are not creatives.
Don’t forget to write a discussion guide – and this one is for possibly 4+ weeks!
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Things to avoid.
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Co-creation overcomes the frustrations experienced by consumers, brand-owners, creative agencies, & researchers.
With online community panels, researchers now have the tool to overcome historic systemic barriers to co-creation.
It is the creativity of an execution that is the single most important factor in determining ROI.
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If you want to go creative…
…you’ll want to co-create.
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Co-Create Go-Creative
cimigo.vn The Voice of the Consumer