Have you ever heard about a profession that pays you to relive the memories of your childhood and of bygone days?
Well advertising does.
Advertising planners and creatives thrive and make a living by generating insights and using them judiciously and at times generously for the brands. “Insights” are nothing but homegrown truths, which people often forgotten about or truths, which are hidden deep, down their minds and you re-cognate them once reminded.
True insights, always get instant nods when heard, for instance if I were to say “daughters are the best source of learning for mothers” I would get an instant approval because this makes you to think and dig into your own life experiences and infer the truth. This rediscovery of human truth engages consumers in the context of product’s purpose in their life. This engagement creates affinity, love, bond and loyalty towards the brand.
Therefore the people who can generate and know how to use them are the richest souls in advertising.
Than the inquisitive question “ How does one get to an insight? .
Simple. Re-live your past. Sit down, relax and memorize your childhood, about that sexy aunt, nosy teacher, wicked old man next door, one-eyed police officer, peep holes, watering holes, crush on your English teacher, bikini babes or hunks (I am not a sexist), you end up with a rich source of experiences from which you can pluck relevant insights.
Here are some great insights brands\people used:
British airways: Children walk to school and run back home. (How true!)
Jureeporn Thaidumrong ECD of JEH United of Bangkok used “ Women feel safer when there is bright light” (How true!)
McDonald’s used “How painful it is to be a six-year-old.” (How true)
Linda Locke RCD Leo Burnett Singapore used for Breast cancer foundation: “Only if women were to look at their breast as often as men do”( How true)
Our very own Indian brands use: HDFC Life “Self respect” – Mc Donalds “ Bapp ka Zamane ka damm” – Complan “Latak ne se height nahi badegi” – SBI “ hera ko kya pata, pahen ne walle ki umar?” – Asian paints” Har ghar kuch kaheta hai”.
All the above insights are generated from some ones life experience, one could imagine Jureeporn being a women could have observed when husbands come home late, wife’s prefer to keep all the lights burning.
Love living in the past? Welcome home.