All too many briefs fall into the trap of being just rational and quantitative.
This makes little sense when human minds are led by cognitive, emotional and creative instinct.
That’s why we apply a human lens to interrogate the brief
What is the required outcome in terms of human behaviour?
What do we want people to do to achieve this outcome?
We then apply our own unique briefing system* to understand the brand, product and audience in a human context.
* And some clever tools like Fogg’s Behaviour Grid
Are there social or cultural challenges?
Are there physical challenges (cost, convenience environment)?
What differentiates the product for the consumer?
1 Powerful Ideas
As humans, we use patterns of thinking (biases) and mental shortcuts (heuristics) to help make decisions.
Applying the EAST framework helps us use a simple checklist when brainstorming ideas.
2 Seamless Transmission of Information
We ensure key messages and calls to action are effectively communicated by applying key principles to our experiences.
3 Creating Memories through Moments
We build a collection of moments that combine emotional and non-emotional experiences.
* Based on Easterbrook’s Cue Utilization Theory, if you’re interested!
This means the experience itself lives on in the memory, but the audience also remembers the brand and product truths.
By striking the right balance between digital and analogue channels, we evolve our ideas to create a full campaign plan...
...with a strong ‘golden thread’ through every touchpoint that connects to the Powerful Idea.
All channel planning is driven by the required human behaviour that was interrogated and diagnosed at brief stage.
We study and evaluate results against the required human behaviours. We continue to gain insights from campaign learnings that we can build on for future clients and campaigns.