European Planning Conference Prague 2015, Is a thousand ideas more than ten? - The power of co-creating with consumers - Robert Penazka, Future Bakery Prague
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European Planning Conference Prague 2015, Is a thousand ideas more than ten? - The power of co-creating with consumers - Robert Penazka, Future Bakery Prague
- 38. PROBLEM INSPIRATION VALIDATION SOLUTION WORK IN PROGRESS Tuesday, January 26, 16
- 39. PROBLEM INSPIRATION VALIDATION SOLUTION X MAS CAMPAIGN. WORDPLAYS FOR OUTDOOR. TV CAMPAIGN FOR YOGHURT. LAUNCH STRATEGY. SMALL BUSINESS GROWTH. CAR ACCESSORIES. MAGAZINE NAME. SLOGAN. CASHLESS PAYMENT CHIP. NATIONAL TEAM CHANT. INSIGHTS. IDEAS. THEMES. STORIES. PICTURES. FILMS. PREFERENCES. PATTERNS. VALUE MAPS. REFERENCE MAPS. STRATEGY. TOP IDEAS GET SELECTED. WORK IN PROGRESS Tuesday, January 26, 16
- 40. WORK IN PROGRESS METAXA A european brand leader in the brandy category. THE PROBLEM: How to find out, whether consumers will like the new global campaign line for Honey Shot ? ONE WAY: Conduct a quantitative research and ask people how the like the new line. NEW WAY: Give thousands of consumer several options and ask them to come up with other ideas on their favorite one. THE PROCESS: We created several lines communicating the benefits of the new product. And asked the consumers to come up with campaign ideas around their favorite line. Instead of judging and tearing down the original line, they put on their creative hats. Building on the fact, that naturally people come up with ideas around areas and concepts they prefer. THE SOLUTION: Quantitatively we have proven to the client that the original line is the strongest one. On top the client has received campaign ideas on how to take the launch further. And last not least thousands of consumers knew about the launch before the launch. Tuesday, January 26, 16
- 41. WORK IN PROGRESS FIAT 500X A global car design icon launching an urban crossover. THE PROBLEM: How to launch a new functional crossover in an overcrowded market to the practical design lovers? ONE WAY: Use TV and mass marketing to get the message across. NEW WAY: Ask thousands of consumers to come up with car accessory ideas blending design and functionality. THE PROCESS: We asked consumers to come up with car accessory ideas. Ones that will solve their practical problems. We had four young renown product designers select four out of the hundreds that arrived. They crafted a design study and a prototype. A professional jury and a public vote decided on the winner. THE SOLUTION: Consumers got first hand experience of the car and its concept of blending design and functionality. The media got excited and provided free coverage about the process. Fiat 500x got a higher amount of requested test drives compared to previous model launches. The winning design idea for a baby changing table is the lab for production consideration. Which provides further media and public interest. Tuesday, January 26, 16
- 42. WORK IN PROGRESS DAS A european leader in the legal insurance category. THE PROBLEM: How to grow a brand with a new advertising campaign? ONE WAY: Tell the consumers what I want them to know about the brand. NEW WAY: Ask thousands of consumers what would they appreciate the brand to be doing. THE PROCESS: We developed eight concept areas. Each approaching the brand from a different angle and presenting different benefits. The consumers were asked to come up with insights, thoughts and campaign ideas. Either around one of the eight, or find another area that they consider robust. They intuitively selected the one that they found the most inspiring. THE SOLUTION: Without conducting a research, we right away spotted the strongest concept. The majority clearly described the brand as Robin Hood. Positioning it as a service protecting the fair, not to be weak against all the abuse of power and authority. The movie line, “I’ll have my lawyers get in touch with you” has created an area for adverting development. The client is in the process of producing the ad campaign and providing media with ways how people can protect themselves against everyday abuse. Tuesday, January 26, 16