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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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Creative Leverage “The daily practice of making creativity actionable and accountable for changing consumer behavior.”
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”
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
Results • Predisposition: +25% • Credit cards: +30% • Loans: +14% • Small business: +20%
United • What was their advertising problem? • Whom did they target? Why? • Brand voice as differentiator. Why?
Holiday Inn Express “I may not be an actuary, but I did stay at a Holiday Inn Express last night” Al Gore, 2000 election
Cracking the problem • Target? • Insight? • What was counter category about it the approach? • What was the media approach?