CUT COPY TASTE by SAJJU AMBAT MD STRATA CONSULTING

AUTHOR:  SAJJU  AMBAT    MD  –  STRATA  BRAND  CONSULTANCY      

@_saj_  The  views  expressed  in  this  PowerPoint  are  personal  observa4ons  and  interpreta4ons        

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#betterideas

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#cutcopytaste cutthecrap: copydontsteal: tasteiscrucial

cutthecrap

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the campaign these days 1.  influence 2.  involve

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“ideas that change mindsets - drive sales”

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Show stopping promoter girl

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Objective – showcase the abilities of the motoman to the world

Insight – eventually a good student becomes better than the master

Idea – recreate the superhuman feat of master Isao Machii

Execution – Yasakawa bushido project

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Objective – make a famous celeb even more famous

Insight – two is better than one

Idea – create an android

Execution – Matsuko-roid 9/28/15  

Objective – get japanese males excited about quicksilver Insight – men like reliving youth Idea – true wetsuits Execution – suits designed to work& take a break 9/28/15  

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copydonotsteal

Stealing is not cool Be inspired stay unique

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Objective – to address a nations concern on country of origin products

Insight – leverage SPC made in Australia

Idea – use packaging and labeling to drive differentiation

Execution – #myfamilycan

INTEGRATED GOLD

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Objective – Drive preference for a 46 year old brand

Insight – food makes moods & vice-versa

Idea – Flavored by moods

Execution – Recipes for various moods (online/offline)

INTEGRATED GP

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Branded content GOLD

Objective – in a cluttered market created differentiation

Insight – Noodles is incomplete without soup

Idea – Reunion

Execution – #myfamilycan 9/28/15  

BRANDED CONTENT SILVER

Objective – change the way people with eyes see blind people

Insight – when we lose one of our senses, the other gets stronger

Idea – make disability the new ability

Execution – BLIND TATSE 9/28/15  

Objective – to embarrass those who copy (spirit airlines)

Insight – even in adversity there is opportunity

Idea – awareness through brand actions

Execution – SCOOT COPYKIT

PR Silver

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Objective – to solve the problem of iodine deficiency

Insight – work with existing habits

Idea – the red dot

Execution – iodine patches in bindis 9/28/15  

BRANDED CONTENT bronze

Objective – in a rational advertising market, stand-out by spending the entire budget on brand experience Insight – in sport skill is more important than theory Idea – kobe’s training Execution – temple of deadly quickness

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Design Gold

Objective – to launch Pola’s – Apex range a science-based skin care system that is customized to each user's skin condition

Insight – disrupt the most perfect category

Idea – unbeautiful faces

Execution – mirrors

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BRONZE MOBILE

Objective – to launch the new business class cabins

Insight – at boarding gates, passengers are thinking of the discomfort of long flights

Idea – instant upgrades

Execution – upgrade challenge 9/28/15  

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#tasteiscrucial

Objective – to leverage sponsorship deal of rugby team Insight – bragging rights at games are very popular Idea – make it possible to view the game from the sidelines Execution – Slideliner

PR silver

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Objective – to drive people to a dvd store that was forgotten

Insight – classics can be reinvented by adding a new experience

Idea – use panic to create pleasure

Execution – worlds first interactive coupon & first oculus horror movie

DIGITAL MARKETING

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Objective – to raise awareness on autism among mothers

Insight – children with autism like to interact with digital devices

Idea – program created for interaction

Execution – look at me 9/28/15  

Objective – to launch Gear VR and humanize the tech

Insight – technology can create a new class of memories that never previously existed in our lives

Idea – LifeLive

Execution - break the distance barrier using VR 9/28/15  

Objective – to showcase how cybozu supports the working mom

Insight – working woman need empathy not sympathy

Idea – support working moms

Execution – Am I OK 9/28/15  

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GOLD CASTING

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Objective – to highlight the heritage of the brand

Insight – the true test of love is time

Idea – time is love

Execution – the penguin metaphor

Film bronze

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Objective – to showcase the low emission performance of Sakura

Insight – sharing is caring

Idea – 50% less emission

Execution – shower share

Film silver

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Objective – dramatize scalp care

Insight – japan is a stressful society & stress causes scalp dirt & reduces hair thickness

Idea – stress harass

Execution – japan-specific stress

Film silver

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Objective – to compliment the broader infrequent flyers campaign

Insight – loyalty programs are seen as pointless.

Idea – show that infrequent flyers are more important than frequent flyers

Execution – Don’t fly much, join the club

Film bronze

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Objective – to highlight the product feature of easy abs training

Insight – hopefully humor will sell the product

Idea – train abdominal muscles by falling over

Execution – summer version, winter version, new version

Film bronze

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Best script

Objective – to emphasize the quality of milk

Insight – right selection is the benchmark of quality

Idea – top quality cows equal top quality milk

Execution – farewell 9/28/15  

Best cinematography

Objective – to thank all you lovely people

Insight – no individualism, no one hero, the story of us is important in todays world

Idea – without us I am nothing

Execution – together we make #betterideas 9/28/15  

1. Expected ideas will give expected results – find NO WAY IDEAS 2. Tech is not the idea or execution – it is just an enabler of the idea 3. In a campaign give people a chance to immerse in the idea 4. Learn from target’s behavior and create work that people care for 5. There are opportunities to be creative in the entire marketing process

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Q

AUTHOR:  SAJJU  AMBAT    MD  –  STRATA  BRAND  CONSULTANCY  [email protected]      

@_saj_  The  views  expressed  in  this  PowerPoint  are  personal  observa4ons  and  interpreta4ons        

9/28/15