Many marketers choose to skip
research, preferring to launch straight into the creative process – the sooner
we can see some mock-ups the better right!? Not always so. The ‘The Last
Place You Want To Go’ campaign created by M&C Saatchi for Dixons.co.uk late
last year is a superb example of insight driving creative.
They could so easily have produced a 48-sheet bursting
with shiny product shots – digital cameras, laptops etc, maybe even with some
nice Photoshop bows and big price-tags as a cheeky nod to the festive season.
Instead they left their layout pads on the shelf for a little longer and
took time to pick apart their audience’s decision making process – using their
findings as the building blocks of the campaign.
The result, a twisted subversion of their brand to
deliver the proposition – We don’t have huge high-street overheads so we
can offer the best price. Simple.
The creative itself is a juxtaposition of brand styles,
causing a second-take as your brain tries to piece together two different brand
identities. Followed by that golden moment of recognition – ha! yeah I’ve done
that. It’s witty, compelling and rooted in truth. And far removed from
the techno-porn, price-led efforts of most competitors. We like.
