Tuesday, 26 April 2011

The birth of the Idea

At MEC we pride ourselves on our bespoke strategy planning tool 'Navigtor' and last week I spent two days familiarising myself with the process which guides you from initial client brief to our final communication strategy.
Each team on the course was given a client brief with an end aim of generating a comms strategy. One aspect of the planning process which proved to be challenging was identifying the consumer insight from the background research rather than just making observations.
An insight is a creative and in-depth understanding of the "Why" behind the "What" of people's behaviour, it is something that is blindingly obvious to your consumer but comes as a revelation to the marketing department.

It is from insights that great communication ideas are born which the below examples demonstrate:

IKEA Facebook Tagging
KitKat Mail

One of MEC's award-winning campaigns 'Morrisons Lets Grow' was born out of a basic consumer insight. This being that for children to really appreciate fresh food they have to get their hands dirty. Consequently the idea of 'Lets Grow' was born. The campaign centred around a voucher collecting scheme whereby Morrisons would provide schools with gardening equipment enabling the children to actively learn how to grow their own vegetables by getting their hands dirty.

A good insight comes from a reality or deep truth which is why they produce great ideas and nothing summarises this better than Bill Bernbach's famous words: "At the heart of an effective communication philosophy is the belief that nothing is so powerful as an insight into human nature; what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you now these things about man you can touch him at the core of his being."

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