The project was seen as a genuine
innovation in the hotel and travel industry,
solving the problem of unsold inventory.
Another award-winning example is
from France. Intermarche, a chain of
supermarkets that sells fresh produce
including fruits, vegetables, flowers,
meats; briefed their agency to develop
a campaign that positions them as the
freshest.
The agency not only came up with an
advertising campaign but also a new
product innovation, which is what nailed
it. The product innovation was based on
the most popular fresh juice in France;
orange juice.
The insight was; No orange juice is better
and healthier than a freshly squeezed one.
So what did they need to do? Prove it that
Intermarche orange juice was indeed the
freshest.
The Dynamic Connections tool guides
us in making the connection between
variables in a given situation so that
one can create new values, benefits and
experiences that reinforce the brand in
an innovative way. In a way that makes
the brand more relevant and meaning-
ful in peoples’ lives.
8.36 am was cut, squeezed, packed and
put on the display at 8.36am. All this was
efficiently done in-store.
In the first 3 days the percentage of sales
on the juice went up 4000% per store. And
overall in-store traffic grew 25% in one of
the largest supermarket chains in France.
They did this by launching ‘The Freshest
Fresh Juice ever Created’. That was the
campaign. The juice brand was named
the exact time the juice was made. Yes,
the name of the brand changed with the
exact time it was made. So, a brand named In these cases, we see a new service/
product that wasn’t there before. These
examples show that a connection was
made between situations and variables
within a given context that were hitherto
never connected.
Can you find a
Dynamic for your
brand and cre-
ate an innovative
idea around it?
Or, as an agency
can you challenge
yourselves to pro-
duce much more
than just advertis-
ing ideas? Learn
how to use your
creative assets for
generating
new
business
oppor-
tunities through
product/service in-
novation? In the case of the chain of hotels, for
the first time in the industry they made
a connection between check-out time
and idle inventory before next check-in.
In the case of Intermarche, they made
a connection between the name of the
brand and the time of manufacturing the
contents of the product.
The Dynamic Connections tool guides
us in making the connection between
variables in a given situation so that
one can create new values, benefits and
experiences that reinforce the brand in an
innovative way. In a way that makes the
brand more relevant and meaningful in
peoples’ lives.
The variables can be clustered into
internal and external variables. Internal
variables can be controlled and include
things like price, product features,
distribution. External variables are those
one has no control over for example the
age of the consumer, the time and pace of
consumption of the product and so on.
However, we want to influence these to
the extent that is possible.
One then lists as many internal variables
as possible and asks the question if
connections can be made within them.
The same is done between internal and
external variables.
In the case of Intermarche, we see that
they made a connection between internal
variables (price and brand name), whereas
The Art Series, made a connection between
an external and internal variable. That is
the check-in time of a new guest and extra
free time to old guests, respectively.
Can you find a Dynamic for your brand
and create an innovative idea around
it? Or, as an agency can you challenge
yourselves to produce much more than
just advertising ideas? Learn how to use
your creative assets for generating new
business opportunities through product/
service innovation?
Try this formulae or better still get some
guidance through a Mindscapes Tools
workshop, run by the International School
of Advertising.
Susan Makau is the Chief
Executive Officer, International
School of Advertising (ISA).
You can commune with her on this
or related matters vide email at:
[email protected].