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CreativeDevelopmentResearch CreativeDevelopment Research

Itdetermines HowshouldIsayit? Aimstoanswerquestion
Howcanwegetthere?

CreativeDevelopmentResearch
InformationArea
Understandingofcustomersculture Vocabularyconsumersusewhentalking aboutyourcategory

CreativeDevelopmentResearch
Sourcesofinfo
Primaryresearchwithadcepts,scriptsor scratchfilms Discussions extendedcreativity groups brainstormingsessions groups, Secondaryresearch Observations

ProjectiveTechniques
Personificationofabrand Revealimportantproductdimensions,lookat aproductfromanewperspective Eg:
Imaginetheproductasaperson/afriend/ahero Luxwasimaginedasafilmstar

PictureProjection
Expressthingsthataredifficulttoarticulate verbally,revealdeepconsumerdesires,needs and dbeliefs, b li f fi find dsymbols b l and danalogies l i f for productsandbrands

Eg:

Chooseapicturethatsymbolizes. WhatdoIwishfromthecategory/product?:For smoothskin,awomancouldchoosesatinclothasa symbol

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ProjectiveUser
Importantinformationaboutproduct/brandimage. Possiblecompetitiveadvantagesofproduct

Collages:
Seetheproduct/brandinasymbolic/emotional context.Identifynewrelevantproduct dimensions.Generatenewproductideas. Evaluateconcepts,getinputtodevelop advertising

Eg: Characterizethetypicaluserofthe productorbrandandspeculatesabouthis/her reasonstousetheproduct

Eg:
like

Createtheworldofaproductortheworldofabrand. Ifyourchildwashealthy,whatwouldhis worldlook

FutureScenario
Identifyunmet/notyetsatisfactorilymetconsumer needs.Generateideasforproductimprovement

SpecialtyShops
Generateideasfornewproducts.Identifyunmet consumerneeds

Eg:

10yearsfromnow,howwouldyouwashyourclothes?

Eg:

Imagineashopwhichoffersawidevarietyofproductsbutonlyof

oneproductclass

CreativeTeam
Getinputforcopydevelopment.Generatenew conceptideas.Evaluate/improvealready developedconcepts

Tellastory
Advantages/disadvantagesofaproduct

Eg:

Inventastoryaboutapersonusingaproduct, describingtheusagecircumstances,experiencesetc. Astoryabouttwocompetitiveproductsthatmeeteachother

Eg:

Competitiveteams(potentialconsumers)createanadforaproduct

/brand

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RolePlay
Givedescriptorsforaproductinconsumer language,identifykeybenefits

BestExperience
Expressconsumerdesires,describeproduct superiorityandemotionalbenefitsinconsumer language

Eg:

Asalesmantriestoconvinceacustomerabout theproductortwofriendsrecommenda producttotheother

Eg:

Imaginethebestpossibleexperiencewithaproductandyour

feelingstowardsit

BiggestFrustration
Revealtheconsumersfearsandemotional componentsofdissatisfaction

Analogies
Showsdeepconsumerbeliefsandultimateneeds. Input p forconcepts p andaddevelopment p

Eg:

Describeyourworstpossibleexperiencewithaproduct

Eg:

Lookforanalogiesfortheworkingmechanismofaproductorfora

certainingredient.Find analogiestodescribethepositiveresults afterusingaproduct(freshas..)

CreativeDevelopmentResearch
Deliverables
SentenceCompletion
Spontaneousreactionsandtombenefit

Judgmentonhowtheadstrategycouldbe communicatedascreativeideas and enhancementoftheseideasfurther Mostpersuasiveanduniquepromise

Eg:

IfIwouldhaveplentyofmoney Drinkingorangejuicemakesmefeellike.. IbuyHead&Shouldersbecause...

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Nerolac:CreativeChallenges
Thecreativechallengefor200304
ToprovideNerolacwithanauraofleadership Tochangeconsumermindset
I Inpaints i t Icanchoose h b between t N Nerolac l and d Asian

Case:NerolacPaints

Tochangetrademindset
NerolacistheonlychallengetoAsianPaints

NerolacCreativeDecisions
UseacelebritytocreatehighTOMA Celebritywhocangivestatureofaleader to thebrand Celebrityshouldnotdominatethebrandand yetcommandahighrespectfromend consumersaswellasintermediary consumers Leveragetheleadershipinindustrialpaint segment

CelebritySelection
Followingcelebritieswereconsideredforthetask
AmitabhBachchan ShahRukhKhan SachinTendulkar PrietyZinta AishwaryaRai AamirKhan RahulDravid

Theconsiderationwasbasedonthepopularityof celebritiesatthatpointintime

CelebritySelection
Alitmusandaspiderwasconductedto checksuitabilityofthecelebritiesforthe brand Eachcelebritywascheckedonvarious parametersincludingleadershipaura AmitabhBachchanwasfoundtobebest suitedforthetask

ABseenasatrueleader
Internalstudyusing litmus
Nopoliticiantodayseenas trueleaders Amongcelebritiesthe unanimouschoiceofa trueleaderwasAB

Outlookstudy May 2003

Whowouldyouwantas PMofIndia? AmitabhBachchan90%

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ABpersonalitytraits
Heritage, Indian Family oriented

AmitabhBachchan&Nerolac Fi di apersonality Finding lit fit

Sophisticated Smart conversationalist C fid t Intelligent Confident, I t lli t Mature, Knowledgeable Friend, philosopher, guide Role model for youth Enduring Larger than life
Source- Cogito Consulting study Published secondary data

Nerolacbrandpersonality
Indian, Traditional Family oriented
Heritage

PersonalityFit
AB Nerolac
Young Cool Fun Relaxed Technology savvy Reputed

Sophisticated Confident Young, Cool Fun, Relaxed Technology savvy Reputed

Source- Drshti VIP Findings

Mature Indian Knowledgeable Traditional Friend, philosopher, Family oriented guide Role model for youth Sophisticated Smart conversationalist Confident Enduring Intelligent Larger than life

Personalityfit ABandNerolac
NomajordisconnectbetweenNerolac&AB ABcouldbeportrayedinoneofthefollowing context
Indian,Traditional,Familyoriented Sophisticated,Confident,Intelligent

UsingAmitabhBachchan
WorkingwithAmitabhBachchanwasnot easy
Heishasalarger g thanlifeaura Hecouldhaveeasilydominatedthebrand Difficulttocreateabrandassociationwithhimas hewasoverexposed workinginmovies,TV showsandwasendorsingtoomanybrands

ABhasahighauraandalargerthanlifepersona
whereasthepersonalityofNerolacisnotthatstrongly establishedinthemindsoftheconsumers

ThusNerolaccanabsorbsomeofABsqualities
howeverreversemaynotbeacceptedbythepeople

Theystudiedhismoviesandthe advertisementsheendorsed

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Howhereinvented himself
From angry young man taking on the institution

AB in films 2002
Three films released Only Kaante did a little better on box office!

To an instit tion institution himself

Kaante: Played the tough, canny leader

Hum kisi se kam nahin: Played a comical character Aankhen: Played a negative character

The transformed AB
AB of 70s Using him in this avatar is irrelevant today as there would be major disconnect in consumers mind Not successful in this avatar in last decade AB of 2003 Has immense relevance today Seen as a person with stature and commands respect in large part of India Cuts across segments

BrandsendorsedbyAmitabh Bachchan
MarutiVersa PulsePolio ICICI Parker Pepsi BPL Mirinda

Interface research May 03

Dipstickfindings
Brand BPL P Pepsi i Parker ICICI Versa Spont. Recall 27 27 23 22 18

AB&otherendorsedbrandfit
Heritage, Indian Family oriented Pulse polio Sophisticated Smart conversationalist , Intelligent g Confident, Mature, Knowledgeable Friend, philosopher, guide Role model for youth Enduring Larger than life Mirinda - Fun
- Young - Frivolous Unsuccessful

Versa ICICI Pepsi

Parker

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Parker Celebrity- huge fan following But there is another side to him He is human like any of us - Can be fooled/ not always wise - Can loose composure - Has his weaker moments Pepsi Celebrity with huge fan following People willing to do anything for him But he can be humbled - by child who sees him as an ordinary man He has his weaknesses

Versa Frivolous style of conversation, Competing with his son

BPL Indian Confident/ great self belief/ pride But not arrogance Inspiring, motivator Deep thinker ICICI Friend, philosopher, guide Advisor expert Advisor, Pulse Polio Friend, philosopher, Advisor Warm and caring Firm and angry when necessary Responsible Indian social citizen

Inference1
BPLhashighestrecall,despitebeingoffairfor manyyears
Gainedthefirstmoveradvantage Usinghiminarelevantpersonahasalsoledtohigh memorability

5 broad personality traits of AB have been portrayed in the various ads -

Mirinda
Entertainer Comical role Completely mass Lacks sophistication/ class

Pepsi Entertainer Traditional, Indian Can turn negative into a positive

Inference2
Irrelevantbrandpersonalitywillleadto brandlosingoutonABsaura Mirindahasnorecall
PersonalityofABwasnotrelevant Postmanwhorunsawaywithawoman

Parker Celebrity- huge fan following But there is another side to him He is human like any of us Fitsbe well with low - Can fooled/ not always wise involvement/ - Can loose composure impulse products. - Has his weaker moments

No personality sync. Versa Did not work well for Frivolous style of Versa, went against conversation, ABs acceptability Competing with his son boundaries.

Pulse Polio Friend, philosopher, Advisor Warm and caring Firm and angry when necessary Responsible Indian social citizen BPL Indian Confident/ great Option 2 pride self belief/ But not arrogance Authority Authority, Inspiring, Leader motivator Deep thinker ICICI Friend, philosopher, guide Advisor, expert

No sync with high

Versafailure
Failurecouldbeduetoapoorproduct Butfailurecouldhavebeenminimizedbycapturing ABsaurathroughrelevantpersonality
Need to get perfect personality to have our brand stand out in the clutter Need to ensure that we do not convert the greatest opportunity into a mishap

involvement Pepsi Celebrity with huge fan serious products. following People willing to do anything for him But he can be humbled - by child who sees him as an ordinary man He has his weaknesses No personality sync. Did not Mirinda work well for Mirinda Entertainer went against ABs Comical role acceptability boundaries. Completely mass
Lacks sophistication/ class

Personality 5 broad personality options for have traits of AB Nerolac been portrayed in
the various ads -

Pepsi

Option 1 Entertainer Traditional, Indian Traditional, Indian Can turn negative into a Patriarch positive

KBC Promos Helpful advisor to ordinary citizens Witty/ fun -playfully teases people

NerolacThemeCommercial

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AdvertisingMessageStrategy

AdvertisingPlanning
Situation Analysis Advertising Objectives

AdvertisingMessageStrategy
Source Content
Howproductbenefitwouldsolveproblem/satisfytheneed

Structure/Format
Message strategy/ Creative Brief Advertising Concept Development Creative Execution and Production Media Objectives (Reach, Freq., GRPs, Budget) Media Strategy & Mix Media buying and operations

Execution E ti style: t l wayth thecontent/ t t/appeal li ispresented. t d Appeal:formofunderlyingcontent.attracttheattentionand influencefeelingstowardstheproduct/service/cause

ArticulatedinCreativeBrief Alternativelycalledcommunication strategy,creativestrategy

Measuring Effectiveness

Sourcefactors
MessageSources:Celebrity,employee,common man,spokescharacters,experts
(testimonials/endorsement/acting)

Sourcefactors
Attractiveness
3dimensions:Similarity,Familiarity,Likeability Persuasion throughaprocessofidentification Receiverseeks akindofrelationshipwiththesourceandadoptsthesimilar beliefs,attitudes, preferences,etc. Familiarity/Likeability:Celebrityendorsers Celebrityselection
Overshadowingtheproduct, product overexposure, overexposure Targetaudiences audiencesreceptivity receptivity,Risk toadvertiser Matchingofcelebritypersonality,productimageandcharacteristicsoftarget audiencebecomesimportant Meaningmovesin3stagesinendorsementprocess:from context,objects,personstocelebrity(throughculture),meaningmovesfrom celebritytoproductbyendorsementanditmovesfromproducttoconsumer by

3keyattributesofsource(HerbertKelman)
Credibility C dibili
Perceivedknowledge, skills,experience, trustworthinessof thesource Messageadoptionbyprocessofinternalization Likelytoinhibitcounterargument Twodimensions:Expertise (knowledge, skills,experience) andTrustworthy(honest,ethical,believable)

Likeability:Decorativemodels.Mayattract attention toadbutnotalwaystothe product/brand

Power
Abilitytoadminister reward/punishment totheaudience 3dimensions :perceivedcontrol,perceivedconcern,perceivedscrutiny Moreseeninpersonalcommunications

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Appeals
Informational/Rational
Features News CompetitiveAdvantage Popularity Favorableprice

ELM:ElaborationLikelihoodModel
Advertisement

Motivation to Process Information Yes Ability to Process Information

No

Peripheral Route
Surrounding Cue Present No

No Attitude Change

Emotional
PersonalState( Fear,Love,Happiness,Pleasure,Pride,Grief,etc.) Socialbased(Recognition,Status,Respect,Rejection,Approval)
Central Route

No

Yes

Yes High Elaboration/ Logical Arguments/ Reasons

Other
Reminder Teaser

Enduring Attitude Change

Temporary Attitude Change

Petty & Cacioppo

FCBPlanningModel
Thinking Habit Formation Strategy
Products: Food, Household Items Model: Do-Learn-Feel

Feeling Self-satisfaction
Products: Cigarettes, Liquor, Chocolates Model: Do-Feel-LEarn Media: electronic, , POS Outdoor Creative: Drama, Humour, Celebrity, Attentio n,

Low Involvem ent

Media: electronic, repetitive Creative: C ti P bl Problem solution, l ti Exaggeration, Reminder

Complan
Colgate Active Salt
Vicks Action 500

Informative Strategy
Products: Car, House, financial products

Affective Strategy
Products: Jewelry, Fashion, cosmetics Model: Feel-Learn-Do Media: Large Space, Image Creative: Executional Impact, Sexy

High Involvem ent

Model: Learn-Feel-Do Media: Long Copy formats, reflective/ interactive Vehicles Creative: Specific Information, Demonstration, Comp arative

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