DAY 8 INTERNSHIP Y&R: Insights

Insights are considered to be the heart of a campaign, without them there wouldn't be a concept and without a concept there would be no campaign. Before the insight is defined, there is a lot of work that has to be covered to actually know what the insight is.

Visions aren't found immediately, they are a hidden aspects of how a costumer thinks feels or acts towards a product.  Therefore it is not created by the promotion agency, but is a truth from a consumer, meaning something that they say. To find it, companies have to interview consumers so they understand what and how they feel towards the product and the brand. 

So to find an insight you have to...

 Fact —> Information —> Findings —> Insight

Fact: observe something obvious and simple
Information: the most important tip that the fact gives us
Findings: interpret the information
Insight

EXAMPLE: VISA GO Campaign

FACT

50% of the consumers say that their favorite activity during their free time is shopping.

INFORMATION

It is a source of enjoyment for whomever is shopping, purchasing. 

FINDINGS

People see shopping as as symbol of achievement. It's like saying "Yes I can, I got it."

INSIGHT

“Buying makes me feel like a winner, going shopping is moving forward, it is daring, it I want to let myself go through life and be happy."

EXAMPLE CREDITS: POWERPOINT from Javier

Insights can help generate new opportunities for new products, strategies and communications.  This is why visions have to be searched where others (competitors) haven't searched, to find something what they haven't found. The best way to do this is by asking, connecting and constantly communicating with the consumers of the product. If the brand is not providing what a consumer wants or is not reaching him in the best way, then they are not going to respect or want the brand. If a product is targeted to a certain audience, the smartest thing to do for the product to be successful is to LISTEN to how the consumer feels. 

When the insight is developed, we are able to awaken a feeling of the costumer with a brand and a product that appeals more to how they feel or what they want.  The better the insight is developed, the more successful the product and brand will be; it gives the promotion agency a more close and detailed look of what a consumer expects of the brand and product. Therefore the agency can generate very cool promotions. 

During the meeting on Monday, they had a very clear insight about how a costumer feels about the product, the beer, and what they feel when drinking it or why they even drink it. Knowing this hidden truth -- this feeling--  Y&R creatives were able to develop a concept and an idea that they have to present to Backus. It may seem pointless since there is so much work to only find a sentence, but it's so essential for a brand and product to succeed in a very competitive market. If the insight wouldn't be guiding a campaign, then it would probably not appeal, impact or move the costumer since the brand and product are not offering him what he needs and wants. Insights speak the truth, they sound exactly how a consumer would say it, it's not an interpretation. Therefore it is the best possible guidance towards moving the consumer and making him want to follow up with the product and brand. It's the best path to adding VALUE to a brand. 

If the campaign follows the insight, it follows the needs of the costumer and therefore adds value not only to the product and brand but it adds value within the consumer. If product and brand have value, then it makes the consumer believe in it. 

BELIEVING = TRUST

In such a competitive market, you want to build this trust with the consumer, because then you are building a strong relationship, meaning that they are going to stay faithful to the brand. The more value there is, the more consumers a brand will capture. 

Make the consumers fall in love with your brand and make them unable to live without it.