Last week I went along to the ‘Sources of Inspiration and Insight’ Young Planner’s event
The night was hosted by BBH’s John Harrison at their Kingly Court offices.
John shared with us his biggest bugbear – that all too often we are focused on finding the consumer insight, when actually insight can come from other places (like the product, the competition or the media environment for example).
We then went through a some great ads and thought about the insights behind them all before getting into teams and coming up with our own insights (from various sources of course) for a couple of briefs.
I'm always guilty of referencing the same old examples of ads in presentations at work and enjoyed being reminded of some corkers that I’d forgotten about…
Insight from the product...
Volvo - When others show safety by showing kids belted up in the back of a car, Volvo did this...
Insight from the staff...
Barnardo's - In research staff described how, when young kids come to them, they can see how their lives can go one of two ways. It's their job to get them on the right one...
Insight from the consumer...
Birdseye - Mums described how Birdseye was a "9 out of 10 brand, in a 4 out of 10 category". They didn’t have a problem with Birdseye as such but with the frozen category. They felt eternally guilty about feeding their kids dinner from the freezer…
Insight from the media environment...
Yeo Valley - The organic yoghurt brand stood out from the competition by buying spots only during the X factor and adopting the language of the X factor for this great ad...
Insight from the competition...
Lurpak - When others are showing photo-shopped 'perfect' looking food, Lurpak celebrates the realities of cooking in all its glory...
Helen Trimm
Strategist at Now