INSIGHTS TOOLS
Mindscapes Tools:
Dynamic Connections
By Susan Makau
I
continue from where I left. Probably
one of the greatest discoveries in the
field of marketing communications. I
am referring to Mindscapes Tools.
These are thinking patterns and
methodology derived from the analysis
of award-winning campaigns from the
highest ranks, including Cannes Lions
and Grand Prix. They are campaigns
that have been awarded not just for
their innovation and creativity but also,
effectiveness and impact in generating
exponential growth for brands.
The result of the analysis is the
development of thinking clusters, which
are then developed into tools that you
can learn to enhance creativity. They
are categorised into 3 groups: Insights,
Innovation, and Communication.
We have covered one out of six Insights
tools and used local and global campaigns
to demonstrate how it works. I would like
to look at an Innovation tool that’s great
for deriving innovative ideas that lead
to innovations in services and products.
The interesting thing is that innovative
ideas come out of rich insights. So,
ensure that you are first armed with
how to generate strong insights as there
is a strong correlation between the two.
Great insights drive the ideas that drive
innovation.
Another
Cannes
Grand
Prix,
demonstrates this Innovation tool named,
Dynamic Connections. Art Series, a
chain of boutique hotels in Australia was
doing very good business on weekdays
but was struggling with occupancy during
the weekends.
They therefore tasked their agency to
develop a campaign that would find a
With the Overstay Checkout, guests
could stay as long as they wanted un-
til the room was needed by the next
guest, at no extra charge! It worked out
great; one would not check out until the
next guest checked in; whether it was at
2:00pm, 6:00pm or even the next day!
Guests overstayed hundreds of extra
hours, extra days, some even overstayed
a week!
88 MAL31/19 ISSUE
cost effective way to increase occupancy
rates during their quiet to off-peak periods
while at the same time differentiating their
brand in a saturated hotel market.
In developing a solution, the agency found
a great insight. Visitors who had occupied
the hotel for leisure travel didn’t like the
fact that they had to make an early check-
out by 11.00am the next morning. They
also discovered that most of the time,
the next guest would either check-in the
evening or not at all. So, the question was,
‘why do guest have to check-out so early
even if the room is not needed straight
away?’
As a result, the ad agency and client came
up with a very innovative marketing idea
that transcended Advertising, Digital,
PR and was pegged on developing a new
product called ‘The Overstay Checkout’.
With the Overstay Checkout, guests could
stay as long as they wanted until the room
was needed by the next guest, at no extra
charge! It worked out great; one would not
check out until the next guest checked in;
whether it was at 2:00pm, 6:00pm or even
the next day! Guests overstayed hundreds
of extra hours, extra days, some even
overstayed a week!
The goal was to sell 1,000 extra rooms;
however, they were able to sell 1,540
rooms, 55% above target. Although they
didn’t make extra on accommodation, they
made about $38,000 on extras, including
food, bar and room service. Furthermore,
the campaign gave the hotel an incredible
ROI of 359%. It also attracted global
media coverage valued at $ 1.5m.