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Artifact homework

Artifact homework. Applying Creative Leverage. Creative Leverage . “The daily practice of making creativity actionable and accountable for changing consumer behavior.”. What led to Dog Chow’s leverage?. Big Idea Case Studies. Citibank. Battling Commoditization

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Artifact homework

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  1. Artifact homework

  2. Applying Creative Leverage

  3. Creative Leverage “The daily practice of making creativity actionable and accountable for changing consumer behavior.”

  4. What led to Dog Chow’s leverage?

  5. Big Idea Case Studies

  6. Citibank • Battling Commoditization • Objective: Become the world’s first “unbanklike” bank • “Passion is often a better indicator of potential insight than optimism” • Listen to your barber: “People don’t care about a whole lot about banks, but they care a whole lot about money and its role in their lives”

  7. The Target • Balance Seekers—Living well rounded lives • 50% of US population tended this way • Emotional insight: There is more to life than money • Sounds obvious, but revolutionary in the bank category

  8. Live Richly

  9. Platform Idea-Getting your life back

  10. Results • Predisposition: +25% • Credit cards: +30% • Loans: +14% • Small business: +20%

  11. United • What was their advertising problem? • Whom did they target? Why? • Brand voice as differentiator. Why?

  12. It’s time to fly

  13. Holiday Inn Express “I may not be an actuary, but I did stay at a Holiday Inn Express last night” Al Gore, 2000 election

  14. Cracking the problem • Target? • Insight? • What was counter category about it the approach? • What was the media approach?

  15. Stay Smart

  16. Jeopardy

  17. Earned Media: The greatest form of exposure

  18. Big Idea of the Day

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