Por Diego Oscar Ramos.
–Es enfático en la cuestión de no desconectarnos nunca del deseo.
–Quien logra su mejor empleo ¿hace la división que nuestra cultura suele hacer entre trabajo y vida personal como entes separados?
“SECURITY CAMERAS” WAS THE ONLY ARGENTINE SPOT IN THE SUPER BOWL COMMERCIAL BREAK
Mercado and Rosales: “We aimed at a message and a novel idea that would make an impact”
With more than 385.000 views, “Security Cameras”, created by the Argentine team that Martín Mercado leads and Darío Straschnoy presides, and produced by Landia for Coca-Cola, is the one that ranks best according to NFL’s information. The spot was shown in the Super Bowl finals, last Sunday 3, February.
“As part of our mission of sharing happiness and optimism, we wanted to bring closer the universal and positive message we have conveyed in the Security Cameras commercial. Normally, security cameras are related to the perception of a reality involving more negative than positive facts. From Coca-Cola, we resort to this creative resource and the reproduction of some of the original images as a way of contributing to change that perception by showing the most positive side of security cameras. The decision to be in the Super Bowl was another good opportunity to remind people of the fact that there are spontaneous acts of kindness and bravery going on around us all the time, and that everyone can contribute to make the world a better place, in our own way, with little or big actions,” Rosales, Integrated Marketing Director of Coca-Cola Latin America, added.
The General Creative Director of the campaign, Martín Mercado, explained that for an idea to be relevant in the whole world, it is necessary to leave subjectivity aside: “That search is very interesting, and it generally leads to the same conclusion: The human race, beyond creeds, languages, and customs, which may differ, is usually moved by the same message.”
THE MOST VOTED CANDIDATE
“We aimed at a message and a novel idea (unique and differentiating) that would make an impact, offering a perspective of nowadays context. The most interesting aspect to follow up on is the positive talks arising from this execution, which indicate we have achieved the objective of inspiring people to see the good things of this world. It is the first time this happens with a commercial created outside the United States. It is an honor for the whole marketing team that have worked in this campaign to be able to transmit a message that gets to people’s hearts, and that is based on human values such as kindness,” Rosales said.
Also Mercado commented on the phenomena: “I think the spot has reached this many people because its point of view is expressed in a fresh manner, and it is from an iconic brand. Coca-Cola, just like many of us, thinks there are more good than bad people in the world. I think that narrating this fact based on what was found on security cameras footage –cameras which are a hot topic nowadays and are typically used to contradict that fact– has enabled us to show this point of view in a different and, at the same time, profound manner. When an idea attacks social tensions in that way, part of its success is ensured. This has a lot to do with the brief prepared by the client and the faultless and enlightening work performed by BMC’s people. The challenge with Coca-Cola is always exciting. You are always faced with the opportunity of saying something to the whole world. And now, you can also receive feedback. Nobody can get tired of that.”
Source: adlatina.com / Original: http://www.adlatina.com/publicidad/mercado-y-rosales-%E2%80%9Cbuscamos-impactar-desde-el-mensaje-y-desde-lo-novedoso-de-la-idea%E2%80%9D
CÁMARAS DE SEGURIDAD FUE EL ÚNICO COMERCIAL ARGENTINO EN LA TANDA DEL SUPER BOWL
Con más de 385.000 vistas, el comercial “Cámaras de Seguridad”, creado por el equipo argentino que lidera Martín Mercado y preside Darío Straschnoy, y producido por Landia para Coca-Cola, es el mejor posicionado de acuerdo con la información de la NFL. El spot fue emitido en la final del Super Bowl, el pasado domingo 3 de febrero.
“Como parte de nuestra misión de compartir felicidad y optimismo, quisimos acercar el mensaje universal y positivo que transmitimos con el comercial Cámaras de Seguridad. Generalmente las cámaras de seguridad están relacionadas a la percepción de una realidad con más hechos negativos que positivos y, con este recurso creativo y la recreación de algunas de las imágenes originales, desde Coca-Cola buscamos contribuir a cambiar esa percepción y mostrar su lado más positivo. La decisión de estar en el SuperBowl fue otra buena oportunidad para recordarle a la gente que todo el tiempo suceden alrededor nuestro actos espontáneos de bondad y valentía y que cada uno de nosotros puede contribuir para hacer del mundo un lugar mejor, a nuestro modo, con pequeñas o grandes acciones”, agregó Rosales.
El director general creativo de la campaña, Martín Mercado, explicó que para que una idea sea relevante en todo el mundo hay que dejar de lado lo subjetivo: “Esa búsqueda es muy interesante, y generalmente lleva a la misma conclusión: La raza humana, más allá de los credos, los idiomas y las costumbres que pueden ser diferentes, muchas veces se conmueve ante un mismo mensaje”.
EL MAS VOTADO
“Nosotros buscamos impactar desde el mensaje y desde lo novedoso de la idea (única y diferenciadora) dando un punto de vista sobre la situación actual. Lo más interesante de seguir son las conversaciones positivas que se generaron alrededor de esta ejecución, logrando el objetivo de inspirar a las personas a ver las cosas buenas de este mundo. Es la primera vez que esto sucede con un aviso creado fuera de los Estados Unidos. Es un honor para todo el equipo de marketing que trabajó en esta campaña poder transmitir un mensaje que llegue al corazón de las personas, y que está basado en valores humanos como la bondad”, dijo Rosales.
Por su parte, Mercado opinó: “Creo que este comercial le llegó a tanta gente porque tiene un punto de vista contado de una manera fresca y es de una marca icónica. Coca-Cola, como muchos de nosotros, piensa que es mucha más la gente buena que la mala en el mundo. Creo que contar eso desde lo encontrado en las cámaras de seguridad, que son un tema de época y generalmente están destinadas a contradecir esto, permitió mostrar ese punto de vista de una forma distinta y profunda a la vez. Cuando una idea ataca las tensiones sociales de esa manera tiene parte del camino asegurado. En esto tiene mucho que ver el brief que armó el cliente y el impecable trabajo esclarecedor de la gente de BMC. El desafío con Coca-Cola es siempre apasionante. Siempre se está frente a la posibilidad de decirle algo al mundo. Y ahora también de recibir su feedback. Nadie puede cansarse de eso”.
Fuente: adlatina.com / Original: http://www.adlatina.com/publicidad/mercado-y-rosales-%E2%80%9Cbuscamos-impactar-desde-el-mensaje-y-desde-lo-novedoso-de-la-idea%E2%80%9D
EMPATHIZING MEANS MUCH MORE THAN KNOWING.
A distinctive and significant way of presenting learnings arising from a exploratory study on a given target, from which we have to develop insights to build a brand’s architecture, to innovate, etc.- is to present such surveyed information by means of storytelling.
Maximizing the differences we can distinguish two types of presentations: those which display the information as to denotatively express a knowledge that is juxtaposed and hierarchically deployed, and those that appeal to the connotative use of language by means of interpretations that are based on theoretical criteria and that are presented in a narrative format that follows a logical approach.
This ability to express our ideas taking over the distinctive narrative
characteristics of a person telling a story is what is known as ‘storytelling’. This way of organizing the material meets the challenge of generating new learnings and inspiring creative work.
Before delving into how storytelling is structured, it is important to review what insight means, as it is a concept that is usually tackled ambiguously. An insight is not a topic. It is not a description of habits and practices either. It is not a product’s attribute or benefit. It is not even the observation of the shopper’s or consumer’s behavior. And it is not a value judgment. It is not a collection of data, facts or knowledge associated with the consumer, and it is not the linear presentation of a tension.
An insight is a plausible statement that reveals something new and relevant that is moving for the target, inspiring new ideas for the brand. It reveals something new about what the target believes, thinks and feels. It strikes them as impacting but at the same time remains credible since it is something that drives them into questioning and redefining what they perceive or know. Revealing something new does not necessarily mean that you should unveil an entirely new truth but actually that we should aim at shedding light on something that has remained latent, or unexplained or something that may be expressed and represented in another category and which seems relevant and relatively originally applicable to our category.
Relevance is a key element for an insight to help us build the possibility for a target to relate to it. Therefore, in order to raise empathy in the target, it is essential to start off with a tension capable of driving target’s desire towards satisfaction, making that need for satisfaction their motivation. Identifying a tension is certainly not enough to make the target effectively relate to the insight, but, without a tension, any value proposal will highly unlikely become relevant or moving for that target.
When we manage to identify, what I propose to call a ‘productive’ tension, meaning a real or imaginary dissatisfaction tension, it will be the storytelling characteristic elements which will help us foster empathy, a feeling through which
“A marketing insight is always built as a concept that serves as a bridge to link the target to the brand’s value proposal, …”
the target perceives that what is missing concerns them.
A marketing insight is always built as a concept that serves as a bridge to link the target to the brand’s value proposal. If we, on the contrary, only focused on something inherently related to the consumers, we would be dealing with sociological, anthropological, or psychological data and, consequently, it would become highly improbable for us to inspire and develop new ideas for the brand.
Therefore, the development of insights forces us to go beyond our knowledge of consumers, beyond empathy, and to do so it is important to learn how to interpret them. We should not mirror them. Because, if we are able to unveil a significant tension for the target, and we approach it considering it a self-improvement desire and from a perspective and communication codes familiar to the target, as a subsequent effect the target will relate to the concept.
The necessary elements to keep in mind for our insights to be inspiringly presented are the following:
Narrowing down the scope of the topic. It is important to determine and accurately pinpoint what we will talk about. When that is not properly done, anxiety may arise which, at the same time, may result in distraction, absent-mindedness, frustration and a lack of interest that may gradually become indifference.
Context. The context helps us define the temporal and value spaces we are in, and how this environment favors or hinders our target’s advance towards what they desire.
Objectives. All great stories are based on the objectives and goals that their protagonists embrace. Intentions are what, consciously or unconsciously, moves them towards their objectives. Plot. The plot is the core element of any story in which the protagonist’s desires are confronted and threatened by all the obstacles he has to face. The plot for us is made up of the tensions that we may have discovered, which will be the “dramatic input” upon which we will develop the insights.
Resolution. All plots reach their climax when the proposed tensions are solved. The level of satisfaction that the resolution will provide us with will be consistent with the quality of the portrayed tension and the efficiency with which we solve it. Analogically, the epilogue includes the consequences that are drawn from the insights and that become suggestions for the brand.
Character: The story becomes effective and appealing only when the audience is able to relate to the character. However, it is essential not to do away with the proper and distant point of view that allows us to gain adequate perspective.
Therefore, the main challenge to be faced when it comes to storytelling is: How to offer target interpreting criteria that will facilitate our “reading” of them? How should we texture their “characterization” in order to get the audience to step into the character’s shoes? If the brand and the agencies aim at working on establishing a connection and bond with the target, their preliminary work requires them not only to understand the target but also to empathize with them. If unacknowledged identification hinders the analysis, acknowledge identification is the exact emphatic impact spot that will provide us with really sharpened sensitivity in order to achieve subsequent bonding.
BMC Innovation Company Content Director-Partner. Licentiate in Psychology (University of Buenos Aires –UBA–). Post-graduate course in Market Research, Corporate Image, and Public Opinion Research Strategies (UBA). Master’s degree in Cultural Sociology (IDEAS –Buenos Aires–). 28 years of experience in Management, Marketing and Research consulting, with a wide range of experience in: Change, Creativity and Innovation, Organizational Culture and Behavior, and Trends and Markets Research.
BMC Innovation está orgullosa de tener en la ciudad de Atlanta el evento más importante de Investigación de mercado ESOMAR
Atlanta es sede de Coca Cola, Delta Airlines y Home Depot, entre otros. También es sede de la primer empresa de Investigación de Mercado Argentina en Georgia donde estamos operando desde el 2010.
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The Market Research event, ESOMAR is just around the corner, as a matter of fact, it is only a few blocks from our BMC Innovation US office.
This event will also celebrate ESOMAR’S 65th anniversary http://www.esomar.org and will showcase all 2012 achievements and give us a taste of what the future withholds.
ESOMAR will take place in Atlanta, GA the city where BMC Innovation has been helping companies like Coca Cola and MTV develop communication strategies, planning and product development. Not only do we at BMC Innovation have a thorough understanding of consumers, we also know the beautiful city of Atlanta’s culture and people.
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