Leo Burnett - Cultural Fuel » Ingo Grosch

A never-ending association test

Ingo Grosch — Wed, 24 Sep 2008 17:51:23 +0000

C. G. Jung used association tests to identify so called complexes, which are located in the unconscious of psyche. The brandtags site doesn’t necessarily get in touch with the unconscious areas of people’s minds, but it provides quite nice brand insights. Everyone can take part and type in own associations of prompted brands. What you get is a survey of all brand associations - ranked by frequency. Check out the results for brands you love, hate, or whatever… Or you can do the quiz by guessing to what brand the shown words are relating.

The bottom line is: This experiment doesn’t fulfill the quality criteria for empirical studies, of course. Anyway, one might possibly get some funky brand insights.

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Chocumentary: That’s the way the cookie crumbles

Ingo Grosch — Tue, 23 Sep 2008 14:50:26 +0000

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In defiance of fall mood

Ingo Grosch — Fri, 12 Sep 2008 09:39:00 +0000

Despite the season we invite you to a lovely outdoor experience. OK, it’s only a digital one, but www.welcomebackspring.com isn’t just interesting for someone who’s into gardening, but also for anyone who’s into great brand and user experiences. It provides joy of use by combining general information on gardening with concrete product offerings. The overall mood is very relaxed, what mirrors a real garden experience. The best part is that you can meet with some virtual hobby gardeners, what gives the site its personal touch.

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spoonfeeding

Ingo Grosch — Fri, 12 Sep 2008 08:44:36 +0000

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Nokia: a clip of grand weirdness

Ingo Grosch — Thu, 11 Sep 2008 10:05:37 +0000

Within a box that can be found on www.openatownrisk.com lies one of the greatest secrets of our times. Scientists, artists, and members of royal families gathered to produce a clip stranger and more amazing than anything that ever had been made before. But the clip turned out too weired. People went mad from seeing it and it was too much for the common man to handle. Thus the clip was locked away in a mysterious box with four seals. The knowledge of how to break the seals can now be found within Nokia download service. Enjoy at own risk!

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BMW: The time has come

Ingo Grosch — Wed, 10 Sep 2008 12:54:59 +0000

A sand glass 12 meter high and 8 meter wide. Big enough to hide a car in it and that’s exactly what BMW did for the countdown of the launch of the new BMW 7 series. The sand glass is filled with silver balls which pass through and uncover the new BMW.

via

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Virgin: Brand Extension in a new Dimension

Ingo Grosch — Mon, 28 Jul 2008 11:15:13 +0000

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Brand extension has always been a technique for creating new brand experiences. Oftentimes it’s just about labeling familiar experiences by putting them under a new umbrella. But this one is an example for claiming a completely new territory: gaining access to an experience that everyone knows - but only via images and mass media. Tickets cost $200,000 and deposits start from $20.000. Booking: Virgin Galactic

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The Plain Truth about Human Nature

Ingo Grosch — Wed, 23 Jul 2008 15:43:44 +0000

via flickr

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Toyota Camry: using focus groups in a different way

Ingo Grosch — Wed, 23 Jul 2008 10:46:26 +0000

Focus groups showed that the perception of the Camry is dominated by design and innovations, but not linked to power and performance. Those individuals who disbelieved Camry’s potential for performance during focus groups, were invited to go for a test ride in the new vehicle. The passengers were taken for a comfortable ride to a racetrack, where a helmeted professional replaced the driver and pushed the car to its real performance potential. Hidden cameras inside and outside of the vehicle documented the spontaneous reactions of the passengers, while they were receiving a completely new impression of the Camry. In one execution, a passenger admits, “instead of saying ‘the Camry is a turtle,’ I should have said ‘the Toyota Camry is a turbo turtle.’” This work is an example for probably one of the best possible routes to come up with real people and real life in advertising. And it proves that there exist different approaches of using research results for creativity. via Adweek

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