Livingroom/meetingroom
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![Page 1: Livingroom/meetingroom](https://reader033.fdocuments.in/reader033/viewer/2022060118/558a260bd8b42a08248b4708/html5/thumbnails/1.jpg)
FROM MEETINGROOM TO LIVINGROOM
Karen Corrigan/Co-founder CEO Happiness Brussels Niek Eijsbouts/Creative Director Happiness Brussels
SOME PEOPLE SPEND A LIFETIME LOOKING FOR HAPPINESS. YOU FOUND IT.
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VW
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Tabasco
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Alka Seltzer
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MEETING ROOM
THE RIGHT STRATEGY
A STRONG CREATIVE IDEA
LIVING ROOM
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MEETING ROOM
THE RIGHT STRATEGY
A STRONG CREATIVE IDEA
LIVING ROOM
Client Briefing Laddering exercises
Creative briefing
Good execution of the idea in
“everything is media”
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THE NAME = THE DRIVER OF THE BRAND&COMM
UNICATION
OPERATIONAL
AREA THE ROLE IN PEOPLE’S
LIFE
TANGIBLE CARACTERISTICS/
FACTS
CONSUMER BENEFITS
(FUNCTIONAL/ EMOTIONAL)
THE REAL OR IMAGINED WORLD
THE BRAND CREATED AROUND ITSELF
Expertise Stature Attributes Benefits Territory Value/Role
Emotional vs Functional
Qualified Closeness
CENTRAAL BEHEER
(F)
(E)
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SNCF
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Levi’s
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Levi’s
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Levi’s/ Pharmacy
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Diesel creates a whole new world around it’s brand. No problem jeans for no problem people. For successful living.
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Diesel/breath
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HamletPhotoboot
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Hamlet Football
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The independent
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The Guardian/89
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The Guardian 2013
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Nike play
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NIKE Nike Sunshine
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APPLE
Apple MacIntosh 1984
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EXAMPLES OF CAMPAIGNS WITH THE SAME STRATEGY
YET VERY DIFFERENT CREATIVE
APPROACHES
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STRATEGY 1:
REFRESHING
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SPRITE/REFRESHING
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Heineken/refreshing
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Heineken/refreshing
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STRATEGY 2:
FOR MEN
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Jupiler/ Mannen weten waarom
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The launch of the Budlight Institute
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Budlight Institute lab
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SAME INDUSTRY
WITH OR WITHOUT IDEA
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Verzekeringen – BNP Paribas
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Even Apeldoorn bellen
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Even Apeldoorn bellen
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Even Apeldoorn bellen
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Even Apeldoorn bellen
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SAME STRATEGY DIFFERENT CREATIVE IDEAS
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Toyota iQFont
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Toyota iQ Streetview
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WE DO EVERYTHING TO MAKE PEOPLE HAPPY. BECAUSE HAPPY PEOPLE MAKE GREAT WORK. AND GREAT WORK IS WHAT MAKES PEOPLE HAPPY.
: )