【文章內(nèi)容簡(jiǎn)介】 么？消費(fèi)者轉(zhuǎn)換品牌的賭注是什么？在此類(lèi)別的廣告是否凸出？或在此類(lèi)別的廣告是否凸出？或者在策略，執(zhí)行上都是相似的？者在策略，執(zhí)行上都是相似的？說(shuō)話的語(yǔ)調(diào)為何？說(shuō)話的語(yǔ)調(diào)為何？我們過(guò)去廣告里，有何正面我們過(guò)去廣告里，有何正面 /負(fù)負(fù)面的聯(lián)想面的聯(lián)想Ogilvy MatherQuestions that help to generate insights...The ProductWhat is it made from?Where does it e from?Who made/makes it?How is it made?Where can you buy it?Is it exclusive/monplace?How long has it been available/made the same way etc.?Where do you see it?How do you first discover it,learn about it?Using itWho buys it?Who consumes it?What goes through their heads before,during and after buying/using it?Do others see them buy/consume it?Do most/few people buy/use it?What kind of people use it?When,where,why,etc.?What else do they typically buy?How does it fit into their personal,social,roles/relationships?With what values,aspirations,emotions does it connect?What trends and issues are/could be involved?Brand EnvironmentLots or few。distinctive or similar?Is it Famous,‘new’,traditional?Local,cultural,international?What do people already know/feel about us?What trend/issues/topics are we or could we be linked to?What ‘entertainments’ do we fit in with?What is at stake for consumers to change brands?Is advertising for the category distinctive or similar in strategy,execution?What is its tone of voiced?Are there any elements in our advertising history which are positively or negatively associated with us?Ogilvy Mather創(chuàng)意發(fā)展調(diào)查的角色Role of creative development researchn 確認(rèn)哪一種創(chuàng)意途徑，將此洞察的潛能發(fā)揮到極致n To identify which creative route maximises the potential of the insightl 概念 (adcepts)l 腳本 (scripts/storyboards)n 通常在 “ 洞察 ” 已出現(xiàn)后，才舉行 Normally done after insight has been foundOgilvy MatherSo, how do you translate an insight into a Big Idea?Ogilvy Mather有兩種類(lèi)型的大創(chuàng)意Two Types Of big idean 執(zhí)行性的大創(chuàng)意 big executional ideasn 策略性的大創(chuàng)意 big strategic ideas相應(yīng)也有兩種類(lèi)型的消費(fèi)者洞察相應(yīng)也有兩種類(lèi)型的消費(fèi)者洞察Two types of insightOgilvy Mather兩種類(lèi)型的消費(fèi)者洞察Two types of insightn 對(duì)消費(fèi)者生活中與產(chǎn)品類(lèi) / 品牌相關(guān)的觀察，從而導(dǎo)致形成一個(gè)獨(dú)特的，強(qiáng)而有力的創(chuàng)意執(zhí)行 Observations about my life in relation to the category/brand that lead to powerful individual executionsOgilvy MatherA Classic Example : Impulsen Female body spray brand founded on red roses and romance in the 1970’sl “men can’t help acting on impulse” when a beautiful girl breezes byn However, 1990’s ‘girl power’ means women no longer accept being shown as passive recipients of male attentionl prepared to take the initiativeNeed to find a delicate balance between being true to the brand (recipient of attention) and true to consumer (deliberately attracting attention)Ogilvy Mather一個(gè)例子： Impulsen 70年代開(kāi)始出現(xiàn)一些基于 roses和浪漫的女性用體香劑品牌l 洞察 :“ 當(dāng)美麗的女孩從身邊一陣風(fēng)走過(guò)時(shí)，男人都禁不住會(huì)即時(shí)起反應(yīng) ”n 然而，九十年代的女性魅力意味著女人不再愿意被看作出被動(dòng)地接受男人的注意l 她們準(zhǔn)備采取主動(dòng)需要在接受注意（品牌的真實(shí)）和有意地吸引注意需要在接受注意（品牌的真實(shí)）和有意地吸引注意（消費(fèi)者的真實(shí)）之間找到微妙的平衡（消費(fèi)者的真實(shí)）之間找到微妙的平衡Ogilvy MatherSome More Examples : Skincare“Each new wrinkle reminds me of how much more I want to do with my life”“When my pores are small I won’t mind if you stare at me even close up”“First impressions count, and blackheads count against you...”“I can’t change my age on my identity card, but Ican control how old I look”“When I look at myself, I wish my eyes had a softfocus lens ”“By midafternoon, people can see their faces reflected on my nose”“Why do I have to be a prisoner of the sun … I don’t want to be pletely covered in armour whenever I go out”O(jiān)gilvy Mather兩種類(lèi)型的洞察 Two Types Of Insightn 對(duì)消費(fèi)者生活與產(chǎn)品類(lèi) / 品牌相關(guān)的觀察，從而能導(dǎo)致形成一個(gè)強(qiáng)有力的創(chuàng)意執(zhí)行Observations about my life in relation to the category that lead to powerful individual executionsn 一個(gè) “Missing Link” ，它能導(dǎo)致建立一個(gè)新的策略性品牌定位創(chuàng)意 A ‘missing link’ which establishes a new strategic brand positioning ideaOgilvy Mather某些 “Missing Link” 洞察的規(guī)律 Some Laws Of ‘Missing Link’ Insightsn 它們讓沒(méi)有關(guān)聯(lián)的事情之間建立聯(lián)系 They make the disconnected connectn 它們不是真正的 “ 發(fā)現(xiàn) ”They are not true ‘discoveries’l “You invent nothing. You rediscover what you have fotten” [ Socrates]l “Discovery is seeing what everybody has seen and thinking what nobody has thought” [German idiom]n 它們?cè)谄放坪拖M(fèi)者之間建立起真正的共鳴關(guān)系 They establish a real plicity between the advertiser and the consumerOgilvy Mather四種類(lèi)型 “Missing Link”Four Groups Of ‘Missing Link’Tapping into what turns people on culturally, munally or individuallyOgilvy MatherBank Of China Singaporen To young Singaporean Chinese, Bank of China was seen as the establishment bank for ‘oldstyle’ Chinesel young Singaporeans a