Story for the Young Planners Belgium HYPE sessions on where and how consumers can help making advertising better.

1. Hi, I’m Elias.
I work at InSites
Consulting.
I live in and love Gent, and
love creative advertising.
Find me on twitter via @eliasveris
@eliasveris

2. Fact: Advertising
Sucks
@eliasveris

3. Fact: Some
advertising is
great. That’s a
minority.
Based on 1.300 TV spots that were tested by InSites Consulting in 2010. @eliasveris

4. Fact: People do
like watching a
good (tv)
commercial.
A good one.
@eliasveris

5. Let’s look at these
people…
@eliasveris

6. empowered post-modern nomads
Consumers
…
emotional Smarter than ever

7. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.

8. Before During After
@eliasveris

9. Before
Consumers as PEERS
Getting close to consumers
Immersing in their daily lives
Getting inspired.
@eliasveris

10. Observational
methods: Ethnography

11. Getting to know body-Knowing
limits in physical functioning
“Bezig met een stevige boswandeling samen met
mijn vriendin. Loop dan stevig door tot
toelaatbare pijngrens. voor de laatste
klachten rrende ik tussendoor kleine
stukjes en probeer dan steeds iets verder
te gaan dan de vorige keer.”
Prevention-Exercise
“Na het herstellen heb ik een crosstrainer
gekocht waarop ik bijna dagelijks op oefen om
een betere conditie te krijgen en wat af te
vallen. Ik zit op 20 minuten met 80 toeren per
minuut. Samen met drie keer per dag
wandelen met de hond levert dat toch al aardig
wat beweging op. Ik ben geen sportfanaat,
maar dat wat ik nu doe kan ik wel opbrengen..”
@eliasveris

12. Part 1
Research Communities

13. Dunkin’ donuts makes me
happy, And not because of
the doughnuts (which in fact, I
do not enjoy). What makes me
happy about this brand is the
coffee! Although the coffee
isn't the best in the world by
any stretch of the imagination,
there's nothing quite as
comforting as seeing that
bright sign while traveling
down the road in the
morning. It's good for a pick
me up at any time of day.
Provides focus. Shows competitive playing field.

15. Provides talking
points and imagery
@eliasveris

16. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.

17. Before
Consumers as COLLEAGUES
Supporting decision-making
Reviewing your concepts & ideas
Inspiring you to go the extra mile

18. Ongoing Famous
community.
Provides 24/7
feedback on
anything.

19. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.

20. During
Consumers as ADVOCATES
People identify with brands
People talk about brands and ads
Ads can activate the conversation

21. Some new style agencies
focus entirely on WOM
www.futurelab.com

22. Some campaigns too…
@eliasveris

23. Execution of the campaign
Evolution over time
Q: To what extent do we observe peaks in the buzz on the execution of the campaign?
We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover
the features of the campaign website. They also want to better know the actors. Especially valentines day leads
to an additional boost in posts. During week 8 we observe a decrease of the buzz volume.
3287
7186
conversations
1842
Data
collection still
1078 ongoing for
week 9
195 94
9 13 17 35
week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011
- 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb
feb
BUZZ VOLUME
Helps adjusting

24. 14%
86%
Message present Message not present
Helps adjusting

25. PEERS ADVOCATES
COLLEAGUES JUDGES
Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.

26. After
Consumers as JUDGES
Providing you with valuable feedback
Helping you learn. Helping you getting better
Benchmarking you with competitors

27. And
purchase
intention!
X 1,4
A good TV ad
combines
likeability
and brand
activation.
Helps Justifying

28. 3 core elements to measure

31. Helps improving

32. #1
Consumers
are pretty
damn smart.
@eliasveris

33. #2
They can be
involved at
any time in
your process.
@eliasveris

34. #3
Involvement
aims for
improvement.
Always.
@eliasveris

35. Thanks!
Find me on twitter via @eliasveris
Or via elias.veris@insites.eu
Or via +32 486 34 80 35