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Inovatie fara brevete
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Industria de comunicare nu are brevete
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Este inovatia o “palarie prea mare” pentru comunicare?
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In industria de comunicare brevetele sunt inlocuite cu premii de eficienta si premii de creativitate.
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Succesul unei idei este modalitatea prin care industria de comunicare isi breveteaza inovatia.
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Creatia* este cea care face diferenta.
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Cum ajungem la acea idee inovatoare?
Cum putem inova daca vorbim despre un brief pentru un detergent?
Cum putem inova daca ni se cere sa dublam vanzarile unui business de pizza delivery, intr-o luna?
Cum putem transforma creatia in ceva palpabil?
Ce inseamna mai exact “creatie”?
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Nu exista o reteta universal valabila
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Inovatie
Creativitate Eficienta
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Inovatia nu este o eticheta “a priori”
Este rezultatul unui proces. Prin urmare, nu exista nicio “creatie apriori” care sa garanteze succesul unei campanii.
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Nu exista o reteta, insa avem o serie de observatii ce ne ajuta in construirea “inovatiei”
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1. Structura agentiilor si a business-urilor
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Fragmentarea industriei nu corespunde realitatii
Specializarea agentiilor
Segmentarea business-urilor
Comunicarea integrata
Future model: Visionary agencies
Brand agenciesPerformance agencies
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Vodafone – Red Light Application
Media Grand Prix, Cannes 2015
https://www.youtube.com/watch?v=xbDXKUpu35c&list=PLT9vLx2omCsH3Vr1xdG_ia73Mlxd7nme-&index=13
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Porneste de la un insight puternic, documentat
Este o idee creativa, fundamentata strategic in media si amplificata cu ajutorul media
A stat sub semnul triadei Creativitate-Media-Eficienta, dovedind ca media nu mai este un simplu vehicul ci o exeperienta sau un facilitator, ajutata de tehnologie si de creativitate.
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2. Relevanta
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Inovatia este un proces de thinking strategic si actual
Content colaborativ Adaptabilitate Native advertising Challenge is positive.
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AdBlocker-ele
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Geico - Unskippable
Film Grand Prix, Cannes 2015
https://www.youtube.com/watch?v=Qvqx73CpCLE&list=PLT9vLx2omCsH3Vr1xdG_ia73Mlxd7nme-&index=16
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O idee creativa poate transforma un format perceput ca intruziv intr-o experienta dezirabila pentru consumator
Desi branding-ul este mai mult decat evident, nu te deranjeaza.
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3. Brand Utility & Smart Strategy
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Volvo – Life Paint
Grand Prix for Design, Cannes 2015
https://www.youtube.com/watch?v=CfWzeGlaFvI&list=PLUqM01q0yFwwFi04LCvVBFrNrTFLkehvM
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O observatie valida
Un subiect de interes pentru mai multe comunitati
Creatia in slujba utilitatii
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4. Consumer Understanding
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Consumatorul nu este o cifra intr-un excel
Research & Experience Planning Client brief & Metrics Human Experience
Paradigm Data Storytelling
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Domino’s Pizza – Emoji Ordering
Titanium Grand Prix, Cannes 2015
https://www.youtube.com/watch?v=TIw6jUhYVzk&list=PLT9vLx2omCsH3Vr1xdG_ia73Mlxd7nme-&index=18
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Un insight foarte frumos exploatat: emoticon-urile devenite parte din limbajul virtual uzual
O idee simpla, dar utila
O integrare foarte buna
Business results
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5. Embracing the future
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Performance-ul trebuie privit deopotriva creativ si “tehnic”
Performance marketing Programmatic is sexy Behavioral data Predictive web
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AstraZeneca - Take It from a Fish
Grand Prix for Pharma, Cannes 2015
https://www.youtube.com/watch?v=xaqCeGZmQdI&index=9&list=PLT9vLx2omCsH3Vr1xdG_ia73Mlxd7nme-
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Idee creativa & utila
O foarte buna targetare si integrare a mesajului
Chiar si o industrie mai putin permisiva la nivel de comunicare poate fi inovatoare
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7. Doing Good
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CSR-ul ar trebui gandit strategic, ca parte din ADN-ul fiecarui business
Insights Autenticitate Mecanism &
amplificare
Endorsement
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WFP (World Food Programme) Ibrahimovic
Zlatan Ibrahimovic endorsement
https://www.youtube.com/watch?v=wDJjcL9Ya4c
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Ideea porneste de la o problema reala.
Inovatie prin mecanism si amplificare
Glorificarea unor nume/persoane reprezentative pentru situatie – impactul emotional.
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Inovatia nu are niciun Brand Book.
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Dar Comunicarea are o reteta universal valabila -
PASIUNEA:• inconjurati-va de oameni
pasionati
• Alegeti agentii care sa va inteleaga brandurile si care sa se potriveasca viziunii voastre
• Lucrati cu oameni care sa priveasca fiecare brief ca pe un challenge
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Multumesc!