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= fear
https://www.youtube.com/watch?v=NsWVOUmUx2I
possible remedies?
information
knowledge
habits
we spend a lot
of time & resources
fighting fear in the
strategic process
up to the
creative brief.
81%
using identified patterns
https://www.youtube.com/watch?v=70VoYgv0gqw
https://www.youtube.com/watch?v=zh2ULhXtqYU
results
+ 867M
867M earned impressions
+2.6M
2.6M votes in the competition
tweeting celebrities
27 drive-ins saved
https://www.youtube.com/watch?v=bBfM2cMKsSg
pattern of thinking?
definition of cause
idea
create a cause which embodies the brand idea/message and did not exist before,
relevant to peoples lives, and then launch a campaign in which the brand presents the cause
and brings it to life
supplying initial platforms for people to engage with the cause, act upon it
and even make it their own
the idea
brand
idea/
message
cause
the idea
TV
social
media
cause
mobile
POS
result
cause
emotional
investment
result
cause
brandversations
result
awareness
brand idea/
message
cause
sympathy
1. Movement
Movement: people are invited to join a common goal for the
common good, achieving it together
2. Individual Expression:
Expression people are invited to join a common goal
for the individual good, expressing it an individual manner
3. Debate
Debate: people are invited to express their opinions in
a public discussion
https://www.youtube.com/watch?v=V-yu0dWGB_A
key 1
key 2
key 3
thinking about a cause provides a
mental prism which helps identify
insightful observations about consumers
https://www.youtube.com/watch?v=V80bZ33XyGM
https://www.youtube.com/watch?v=HGCfzlpAhgQ
https://www.youtube.com/watch?v=DH8D2OHn18c
https://www.youtube.com/watch?v=b8OOCU8zZSs
results
+2.5M
2.5M unique views on YouTube from 190 countries
Apolosophy haircare products beat sales target by 40%
40%
pattern of thinking?
New Tasking
the idea
assign a new task to an existing resource in a system:
a task which is not expected to be performed by that resource
break functional fixedness
fixedness
surprise the audience and create an innovative way
to deliver your message
a system is
resources are
whatever is part
whatever is part of
of the system
the brand content
and its immediate
world
physical vicinity
tip
look for resources which are already there and give them an alternative task
tip
look beyond the immediate vicinity (within the brand content world)
tip
take advantage of where people are and what they are doing
result
awareness
brand idea/
message
sympathy
NT
Product/
Service
Medium
POP/ POC
World of user
Event
https://www.youtube.com/watch?v=UYy1GmJgFXA
https://www.youtube.com/watch?v=RYZpS2OWfrI
evolution of evaluation
Fusion
Fusion
message
which ad is better?
the safe decision
which ad is better?
creative idea
message
brand
product / service
related behavior
elevates engagement
brand recall
https://www.youtube.com/watch?v=Ov9p5hZOEQQ
thank you.
www.themindscapes.com
info@themindscapes.com