THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

1081
Retail collaboration / 2011DEEPER STUDY · 5 MIN READ

Missoni for Target / Little Marina

Target / Missoni

Give a collaboration a distinctive public storyteller while ensuring the actual product experience can support the attention.

A limited designer collaboration competed with dense fashion coverage. Decide what the character can explain, notice or demonstrate that a standard product page cannot. Keep the sponsored and fictional nature clear. A distinctive voice should help people understand the collaboration’s design or use, not impersonate an independent reviewer. If the character only repeats promotional claims, physical scale or elaborate production will not create a meaningful reason to follow its coverage.

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 →Editorial spectacle
1082
Grocery retail / 2017DEEPER STUDY · 5 MIN READ

Finn and the Christmas Checkout Elves

Migros

Turn an ordinary service cue into a recognisable story world, while keeping any charitable action transparent and optional.

A seasonal retail story needed a distinctive connection to the store. List the sounds, gestures and objects people repeatedly encounter in the service. Choose one that is recognisable and safe to dramatise. A story rooted in such a cue can feel connected to the brand without constant logos. Test whether people identify the real-world reference and understand that the invented explanation is playful fiction, rather than misleading information about how the service works.

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 →Distinctive service cue
1083
Travel experiences / 2022DEEPER STUDY · 6 MIN READ

Your World of Joy / The Best You

Klook

An emotional discovery cue becomes useful when it leads to observable experience attributes and transparent booking conditions.

Organise a broad experience catalogue around desired moments. Begin with the vocabulary people naturally use when describing an experience, then attach each word to something they can inspect. Quiet might correspond to group size and noise expectations; exploratory might describe how much of an itinerary remains open. Do not present a poetic adjective as a guarantee about someone’s emotional response. Give people permission to choose several preferences or none. An effective discovery system should help users explain why an option fits their circumstances, not merely enjoy receiving a flattering label. Ask where each recommendation becomes too vague to support a decision and replace those gaps with useful operational information.

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 →Experience discovery
1084
Travel marketplace / 2020DEEPER STUDY · 6 MIN READ

GoLocal

Agoda

A shared programme label can connect supplier participation with discoverable inventory, provided its meaning and eligibility are clear.

Connect domestic travel promotion to participating accommodation offers. Write down exactly what participating suppliers contribute and exactly what customers receive. A programme becomes confusing when suppliers believe they are buying visibility while customers assume membership certifies quality. Separate commercial participation from any independently assessed standard. Establish who verifies each offer and how expired or unavailable inventory is removed. For a small marketplace, a simple approved-offer register may be more useful than a polished campaign launch. The communication should explain what the shared label means in ordinary language, including what it does not establish, so neither side needs to guess at the bargain behind the badge.

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 →Marketplace coordination
1085
Grocery retail / 2019DEEPER STUDY · 6 MIN READ

Worth the Trip

NTUC FairPrice

A retail promise becomes concrete when communication helps a shopper complete a useful task rather than simply notice individual prices.

Present the value of the whole shopping visit. Ask what the shopper is trying to finish, not simply which products the retailer wants to feature. A useful visit might mean finding all ingredients for one meal, checking an unfamiliar substitute or avoiding a second journey. Translate the brand promise into these observable tasks and identify the information or service that supports each one. Do not assume that a lower shelf price compensates for inaccessible layouts or missing stock. The creative brief should name the particular friction being reduced. That gives the campaign a concrete basis and lets the store team recognise where its daily work contributes to the advertised experience.

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 →Whole-task value
1086
Food / diversified corporate brand / 2018DEEPER STUDY · 6 MIN READ

Can I Have More? / We Bring More to the Table

Ajinomoto Group

A familiar category metaphor can introduce a broader portfolio when every implied capability has a specific, bounded example.

Explain a diversified group beyond its familiar food association. Before introducing unfamiliar capabilities, establish what the audience already recognises. That association can supply a useful language or visual starting point, but it should not trap the entire story inside the original category. Choose a bridge that remains understandable when applied to the new work. A metaphor about a table might suggest contribution or shared effort; the next step must show what the organisation actually contributes. Ask viewers to explain the connection in their own words. If they can repeat the phrase but cannot identify any added capability, the bridge is memorable without doing the strategic work required of it.

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 →Portfolio coherence
1087
Air conditioning / 2015DEEPER STUDY · 6 MIN READ

Nobody Cools Better

Blue Star

An exaggerated human reaction makes an invisible benefit narratable, while technical superiority still requires separate evidence.

Communicate a cooling proposition to residential audiences. A feature can be difficult to notice when it works quietly in the background. Identify an ordinary behaviour that would change if the benefit were present, then use that behaviour as the creative entry point. Keep the connection simple enough that viewers can retell it without a technical briefing. Exaggeration can make the consequence memorable, but it should not introduce a different benefit accidentally. For instance, comfort, speed and reliability are not interchangeable. Ask viewers which exact promise they understood and what in the scene led them there. The story succeeds only if its memorable action points back to the intended proposition.

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 →Benefit dramatization
1088
Beverages / 2014DEEPER STUDY · 6 MIN READ

Momotaro / Forever Challenge

Pepsi NEX Zero / Suntory

A recognisable story world can support serial brand entertainment if each instalment remains understandable and the sponsor has a clear thematic role.

Express a challenger attitude through dramatic branded entertainment. A known story can reduce the time needed to establish a world, but audiences differ in what they recognise. Identify the minimum context necessary for a newcomer to follow the action and provide it within the piece. Avoid relying on a famous name alone to explain motives or stakes. When adapting cultural material, ask informed reviewers whether changes preserve an understandable relationship to the source without flattening it into generic spectacle. A useful campaign invites recognition and discovery together. It should offer something to people who know the story well and remain legible to those encountering it for the first time.

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 →Serial storytelling
1089
Automotive batteries / Date not verifiedDEEPER STUDY · 6 MIN READ

Lasts Long, Really Long: the claymation family

Amaron

Distinctive materials and exaggeration can make a hidden category benefit memorable when the punchline preserves accurate expectations.

Make battery longevity narratable through entertainment. Production style should solve a communication problem rather than merely look different from other advertising. Ask what the medium makes possible: compressed time, impossible scale or a character whose reactions are immediately readable. Then identify how that capability points to the intended benefit. If the same story would work equally well as an ordinary product shot, the special production may be decorative. A low-cost storyboard or paper prototype can test this relationship before committing to animation. Keep the central action simple enough that viewers can explain both the joke and its relevance without needing a separate explanation of the craft involved.

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 →Benefit memory
1090
Air travel / 2016DEEPER STUDY · 6 MIN READ

Live for Today

Jetstar

Retained brand cues can carry a refreshed emotional meaning when an accessible experience remains connected to transparent terms.

Connect a low-fare proposition with ordinary human experiences. Before changing a campaign, list the assets that audiences already use to identify the brand. Distinguish useful recognition cues from habits that exist only because the organisation has always used them. A refresh can keep colour, tone or a clear promise while changing the situations that express them. Test both recognition and relevance; familiar material may be easy to name but no longer communicate a reason to care. Conversely, a striking new treatment may feel appealing while losing attribution. A small team should change one major element at a time so it can learn whether the new expression improves meaning without destroying useful continuity.

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 →Brand continuity
1091
Air travel / 2001DEEPER STUDY · 6 MIN READ

Now Everyone Can Fly

AirAsia

An inclusive brand invitation needs specific barrier reduction and clear conditions to become useful rather than merely expansive.

Frame air travel access as a broad invitation. A broad invitation becomes more credible when it specifies what previously made participation difficult. Price may be one barrier, but unfamiliar procedures, unclear information, physical access and limited scheduling can matter as well. Do not assume that removing one obstacle solves the entire problem. Build the campaign around a change the organisation can demonstrate and explain the remaining conditions honestly. A small institution might simplify entry information or offer a clearly described low-cost session. The resulting message can still be ambitious, but its usefulness comes from helping a person understand whether the new option genuinely works for their situation.

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 →Access-led positioning
1092
Lifestyle retail / 2003DEEPER STUDY · 6 MIN READ

Horizon

MUJI / Ryohin Keikaku

Purposeful visual openness invites interpretation when attribution, legibility and the route to practical detail remain intact.

Express a lifestyle philosophy through restrained corporate advertising. Open-ended communication should leave a purposeful gap, not omit information indiscriminately. Identify which association viewers may supply for themselves and which facts they still need to understand the category or next step. A brand image can invite different meanings while a purchase page must remain specific about what is offered. Write the intended range of interpretations before designing the piece, then test whether viewers stay within that range. If they infer an unrelated category or cannot identify the sponsor, the gap may be too large. Productive openness gives people room to think without making the organisation’s role disappear entirely.

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 →Interpretive openness
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