THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

721
Health communication / 2017DEEPER STUDY · 4 MIN READ

RexBot: a conversational doorway to sensitive questions

Durex

Reduce the social cost of an initial question while making the interface’s limits and data practices unmistakable.

Editorial reading of the challenge: Reduce the social cost of an initial question while making the interface’s limits and data practices unmistakable. Help people navigate without forcing unnecessary personal disclosure.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
722
Home improvement / 2016DEEPER STUDY · 4 MIN READ

Express Painting: making the service visible in transit

Berger Paints

Make a fragmented service into a clear, named process with a visible first step and accountable handoffs.

Editorial reading of the challenge: Make a fragmented service into a clear, named process with a visible first step and accountable handoffs. Identify what customers currently have to organise themselves.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
723
Home improvement / Date not verifiedDEEPER STUDY · 4 MIN READ

Healthy Home positioning: paint becomes a family-care decision

Kansai Nerolac

Connect a verified technical attribute to a household concern without converting a qualified claim into an absolute safety promise.

Editorial reading of the challenge: Connect a verified technical attribute to a household concern without converting a qualified claim into an absolute safety promise. State what was tested, for which product and under which conditions.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
724
Home improvement / 2016DEEPER STUDY · 4 MIN READ

Bina Waterproofing, Ghar Leaking: prevention before the punchline

Dr. Fixit

Make a preventive benefit visible through a hypothetical problem and a clearly explained reversal.

Editorial reading of the challenge: Make a preventive benefit visible through a hypothetical problem and a clearly explained reversal. Use a bounded scenario rather than an exaggerated universal threat.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
725
Consumer electronics / 2016DEEPER STUDY · 4 MIN READ

Let’s Hangout Ghar Pe: home becomes the occasion

Crompton

Give functional household products a clear role in a recognisable shared occasion.

Editorial reading of the challenge: Give functional household products a clear role in a recognisable shared occasion. Avoid a generic happy-home montage with no practical focus.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
726
Consumer electronics / 2012DEEPER STUDY · 4 MIN READ

Mr. Murthy: a recurring traveller explains all-weather use

Voltas

Keep a protagonist constant while changing the situation to explain distinct product capabilities.

Editorial reading of the challenge: Keep a protagonist constant while changing the situation to explain distinct product capabilities. Give each episode one accurate functional point.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
727
Financial services / Date not verifiedDEEPER STUDY · 4 MIN READ

Ullu Mat Bano: comparison as a comic instruction

Policybazaar

Make a useful comparison behaviour memorable without hiding the criteria or shaming uncertain customers.

Editorial reading of the challenge: Make a useful comparison behaviour memorable without hiding the criteria or shaming uncertain customers. Provide meaningful criteria rather than a price-only shortcut.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
728
Telecommunications / 2015DEEPER STUDY · 5 MIN READ

Santaro: familiar heroes become friends

au / KDDI

Use familiar characters in a new relationship to make repeated messages recognisable.

Editorial framing: Use familiar characters in a new relationship to make repeated messages recognisable. Write the cast’s recurring tensions before adding changing offers.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Use familiar characters in a new relationship to make repeated messages recognisable.
729
Telecommunications / 2007DEEPER STUDY · 5 MIN READ

Shirato Family: a household becomes a brand asset

SoftBank

Build a recognisable fictional household that can carry changing offers.

Editorial framing: Build a recognisable fictional household that can carry changing offers. Record recurring relationships, tone and visual cues so new executions remain coherent.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Build a recognisable fictional household that can carry changing offers.
730
Beverages / 2006DEEPER STUDY · 5 MIN READ

Alien Jones: an outsider notices everyday work

Suntory BOSS

Use a consistent outsider perspective to reveal meaning in ordinary routines.

Editorial framing: Use a consistent outsider perspective to reveal meaning in ordinary routines. Write what the observer notices and what they consistently misunderstand.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Use a consistent outsider perspective to reveal meaning in ordinary routines.
731
Sportswear / 2016DEEPER STUDY · 5 MIN READ

Unlimited Stadium: race your previous lap

Nike

Make a personal baseline visible so an abstract improvement message becomes an activity.

Editorial framing: Make a personal baseline visible so an abstract improvement message becomes an activity. Compare participants with their own prior attempt rather than imposing an unrelated ranking.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Make a personal baseline visible so an abstract improvement message becomes an activity.
732
Financial services / 2018DEEPER STUDY · 5 MIN READ

Friendshit: a banking app enters an awkward social story

Kasikornbank / K PLUS

Introduce a utility through a recognisable social situation rather than a feature list.

Editorial framing: Introduce a utility through a recognisable social situation rather than a feature list. Identify the specific moment when a tool changes what can happen in the scene.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Introduce a utility through a recognisable social situation rather than a feature list.
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