【正文】 s in life too! 定位 /按扭 ....黃頁在你身邊 ， 也可以幫助您做許多 生命中的美好事物 Ogilvy Mather 10 Ref: TN/BRIEF/INSIGHT/rc ? Why should identifying the consumer insight be the critical challenge of a copy development strategy? 為什麼尋找 消費(fèi)者洞察 是創(chuàng)意策略發(fā)展過程中的重要挑戰(zhàn) ? ˉ it focuses creative development 對準(zhǔn)焦點(diǎn)在創(chuàng)意發(fā)展的過程 ˉ it drives relevance 相關(guān)性 回應(yīng)而生 ˉ saves time right first time! 節(jié)省時(shí)間 第一次就做對 ! Ogilvy Mather 11 Ref: TN/BRIEF/INSIGHT/rc Where do insights e from? 消費(fèi)者洞察從何處來 It has to do with talking to, and watching human beings, or consumers. 與人談話，觀察人性 Ogilvy Mather 12 Ref: TN/BRIEF/INSIGHT/rc The insight for TWIST chocolates was generated TWIST 巧克力的消費(fèi)者洞察是如此產(chǎn)生的 ˉ in a conference room 在會議室里 ˉ by creatives and other personnel who were also consumers 創(chuàng)意人員和很多別的部門的成員 ˉ via observation and anecdotes 對別人的觀察及知道的趣事 EAT THE BEST, AND SHARE THE REST (SHOW COMMERCIAL FOR TWIST CHOCOLATES) 把最棒的吃掉 ， 剩下的才分掉 ! Ogilvy Mather 13 Ref: TN/BRIEF/INSIGHT/rc The nature of consumer insights 消費(fèi)者洞察的本質(zhì) ? So simple to recognise, but so difficult to find! 如此簡單 ， 卻難以尋覓 ! ˉ How to find insights? 如何找到 Insight? ˉ How to choose the right insights, with the most potential? 如何選擇正確而又有潛力的 Insight? Ogilvy Mather 14 Ref: TN/BRIEF/INSIGHT/rc HOW TO FIND LEVERAGABLE INSIGHTS? 如何尋找可資運(yùn)用的消費(fèi)者洞察 ? ˉ QUALITATIVE RESEARCH 質(zhì)化調(diào)查 ˉ DEDICATED RESEARCH 專門的調(diào)查 ˉ OBSERVATIONS OF SELF AND FELLOW 39。 distinctive or similar? Where does it e from? Who consumes it? Is it Famous, 39。 上午 9時(shí) 0分 39秒 上午 9時(shí) 0分 09:00: ? 沒有失敗，只有暫時(shí)停止成功！。 :00:3909:00:39February 25, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 上午 9時(shí) 0分 39秒 上午 9時(shí) 0分 09:00: ? 楊柳散和風(fēng)，青山澹吾慮。 09:00:3909:00:3909:00Saturday, February 25, 2023 ? 1乍見翻疑夢，相悲各問年。 Ogilvy Mather 8 Ref: TN/BRIEF/INSIGHT/rc Yellow Pages 黃頁電話簿 ? Example 1 US ad 例 美國 – recognises the fact that people do not use YP, except for emergencies and portrays that fact. An unmotivating, irrelevant use of insight. ˉ 了解除非在緊急事件時(shí) ， 否則不會有消費(fèi)者會去翻閱 黃頁 并且在廣告中呈現(xiàn)這個(gè)事實(shí) 沒有激發(fā)力 ， 沒有相關(guān)性的洞察 . ? Example 2 UK ad 例 2 英國 – recognises the fact that people only use YP for the nasty things in life but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Com