September 15, 2006

Insight classics

There is a great discussion over at Sidewalk Life about the growing problems with consumer research based insights where all too often communication lacks differentiation because it’s generated from the same overall research frames.

The post is here:

This reminded me of a discussion I recently had with a creative team about the two absolute insight classics.

- Imagine a world without brand x

- What does brand x do to the world

The first one seems to be a creative favourite cause it’s quite easy to dramatize and is easy to put a funny, surprising, sarcastic, heartfelt angle to – and you can basically centre your communication on an empathetic look at people’s lives instead of having to be overly product oriented. It has been the insight for many great campaigns and one of the best planning insights ever - Got Milk - is a prime example. It works really well within generic areas whereas in over communicated categories people often love the communications but can’t remember the advertiser who so cleverly looked right into their souls.

The second one is a bit harder you have to really find the brands inner voice, the brands purpose, the brands opinion. There is a great chance you will get a dull corporate mumbo jumbo inside-out approach when it’s worst. But I really feel the last one has the best potential to create not only creative excellence but also communication that creates stronger associations to a brand. The Honda work from W+K London is a great example of this approach.

From 30 seconds to Tv-channel

In a digital world where YouTube rules and everybody soon will have their own TV-channel on top of the media plan there is a piece of great advice from Chad Stoller and Chris Portella in Adweek.

Secure your brand channel and make it a destination
Brand channels offer a bit of a "safe haven" on YouTube, allowing you to have moderate control of your message and providing a platform for telling your story. A good example is Warner Bros. Records' Paris Hilton Channel. (In the spirit of full disclosure, Organic was the agency that arranged for Fox Broadcasting Co.'s show "Prison Break" to sponsor the Paris Hilton Channel in its first week.)

Respect "tribute-ors."
We define "tribute-ors" as those who pay tribute to a brand by making their own home-brew advertising. Think of it as consumer-generated media in the form of an ad. Like tribute-ors or not, they are on YouTube and they have their own opinions. By having your own brand channel, your story will be there to speak up for your brand.

Put it all out there
Remember, YouTube is the de-facto research for TV spots and video content. Make sure that you are well represented. Did you have a celebrity spokesperson for a campaign? Put some footage of the shoot or an interview up.

Haters hate
Demonstrate that you are a 2.0 brand by embracing all comments, tributes and ratings.

Reward loyalists
Surprise your favorite people with special content and exclusive offers. People love to be in on a secret. If they know one, then they're sure to tell a friend.

Have fun
If you're having fun, chances are your audience will too.

The reverse sponsorship deal

The Barcelona deal with UNICEF is interesting for several reasons. First of all it’s the first time a club put on a logo on the jersey and pays - $1.9 million a year for five years – to do it. For Barcelona it’s the first time they put on a logo at all. It’s furthermore just one of many examples of the mass emphasis on CSR as not only part of corporate values but indeed as a main a communication driver. It really highlights the growing need internally and externally to have a purpose a part from making money and pleasing stockholders.
Studies amongst Danish consumers regarding the importance of CSR were just released today. It shows that 79 % think it’s a very factor important that companies the deal work with aid organisations and 90 % will rather give away possible reductions in the price to aid.

The UNICEF announcement is here: