Our client, a huge global hair-care brand, needed to understand the meaning and potential of its association with the salon market across a wide range of different cultures and consumer need-states.
We put together and ran a study across a wide range of markets which included daily diaries, smart-mapping, visual and verbal ‘meaning’ exploration which created a full multi-cultural picture and a winning global solution.
Our client needed to urgently fill an NPD pipeline with short to medium term ideas across a portfolio of 5 brands - all had different start points, some requiring executional refinement, others starting with a bank sheet of paper.
At high speed, we ran a 2-phase insight, idea generation and development programme across 9 different consumer typologies. We covered everything from ‘pitch concepts’ created from a series of Idea-Gen sessions run by us, to elemental concept statements, product placement, structural and packaging from the client - from which we identified 15 ideas to build and progress to Quant.
Our client had a novel personal care product/pack format and only short time for some concept development before downstream Quant validation.
Using a mix of discovery questions, visual projection, sentence laddering, elemental concept statements and communication adcepts, we set up a week long on-line and off-line product placement and concept development programme, creating a new maximized concept and a clear set of directions for product development.
Our client had a bold ambition to create a mold-breaking global campaign in record speed whilst ensuring that deep consumer understanding remained at the heart of creative development.
Working with the consumers across Europe, South America and Asia we delivered an explore and refine program of sequential learning & creative development to take the work from promising early scripts to finished animatic storyboards, even covering alternative VO’s and music tracks for further optimisation.