APG

Beats by Dre won a gold in the APG awards with what, I think, is a great piece of advertising thinking. The brand and the agency (R/GA) may be super hip, yet the thinking is classical.

The brand found a fresh, simple and easy to understand emotional promise and dramatised it brilliantly – the idea that music helps top performers (in sport) to come out on top because of “focus”.

Reason to believe – Top athletes use Beats by Dre noise cancelling headphones to cut out the noise/the distractions/the detractors so they can be in the right mental state to win

Like a lot of the best advertising thinking this is a revealed truth – top athletes attest that, at top level, winning is not about skill but mental strength and clarity in critical moments. This was brought to life in their film Hear what you want 

Planning tips.

What thought processes can we take from this case to apply to other projects?

Barriers ask yourself – what are the barriers to this brand succeeding/and or why will this fail? This forces you to avoid conventional approaches and to think about the competitive bear pit that the brand will find itself when it goes to market. Beats by Dre had a big obvious barrier: It couldn’t fight it out on technical specs/product innovation because competitors already more cred’ (Sennheiser/Sony/Bose ) and anyway Beats had historically been dissed as a posers brand. Not for people who really love music.

Benefit of the benefit of the benefit. This is creativity exercise that I was taught by the creative director at my first agency. Start with a product fact/innovation and see if you can convert it into a powerful (but credible) emotional promise through lateral thinking

Example: we are a big mortgage provider. so- we approve lots of mortgages. so- that means lots of couples get to buy the home they want. so- we help young couples create a family home. ( That is a NatWest ad that has been on air recently. The ad is a bit “John Lewis lite”. But the promise is good.)

Beats Example. Our new phones cut out noise so you can hear the music not the background- so- that means you will not be distracted by the world around you. so- that means you will be calm and focussed So- that means you will have the focus that is needed to perform at your very best.

Then of course Beats by Dre executed this  promise in a famous way using famous sports stars. And fame – as Binet and Field have shown in the IPA studies- makes for some of the most effective advertising.

Top news. The 2017 APG awards book is out.

Reading it is one of the best “strategy workouts” that a planner can do.

So, that’s what i am going to do – and i am going to use it illuminate what we mean by that much used word – “Insight”- and how it helps unlock great work.

First up The Grand prix for Barbie – which, i think,  has not one, but three great pieces of insight.

Founding vision of the brand’s creator. Billed as the “story of how a woman can re-ignite her power, her fierceness, her purpose by returning to who she is deep down inside”, the planners got right back into the original vision of the brands creator and found this ” My whole philosophy of Barbie was that, through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman had choices” ( Ruth Handler).

This had become obscured by the belief that Barbie play was just “make-believe” rather than a time when “girls try out possibilities.” . This insight was the inspiration behind the new film “Imagine the possibilities”

Insight tip: Uncover the history of a brand and its original idea. Good questions to ask are : who founded it,why, what did they want to change or challenge or do better? and why did its earliest buyers love it ?

Symbol of re-evaluation. Great brands are like supertankers- it is very difficult to change their direction. Barbie was stuck with the belief that it had visited impossible expectations on young girls through her unnatural body shape and super small waist. Communication alone won’t change this: you need to do something different and newsworthy. What Adam Morgan calls “a symbol of re-evaluation.” So Barbie launched three new shapes- tall, Curvy and Petite- to sit alongside the original shape.

Insight tip : ask- what are the barriers that stand in the way of this brand? What is limiting its potential or prejudicing potential buyers ? What do you have to do to challenge this and make it go away?

Surprise or new audience. In the case of Barbie, dads, and the truth that they have a big impact on their daughters confidence. Dads who play with Barbies featured real life stories of dads who take time out to play with their daughters.The great thing about a new audience is that it is provokes a brand to develop a new message in different media and be seen in a fresh light. (Think of Boddingtons, way back, and Nintendo Brain Training more recently)

Insight tip: Ask is there an underserved or ignored  or newly emerging audience that is in truth important. Remember that “demographic change alters the culture of a society” (JM Keynes) and that’s an opportunity to break fresh ground