Generating Inspire Communication Ideas
Background
As smartphone producer, Client wishes to develop communication concepts for their new, high-end smartphone product with cutting-edge camera features. To do so, there is a need to elicit engaging-yet-relevant story which support the offering whilst at the same time sets it apart from competitors’.
Objective
To uncover defining moments that pull at the heartstrings, driving a need to record it.
To unearth human truths and tensions that will serve as platforms to inspire communication ideas.
Challenges
Whilst functional aspect is strongly attached to the category and becoming the key buying factor, we are challenged to define jobs-to-be-done of camera features in smartphone by revealing emotional moments in life based on targets’ real life context.
How We Do It
Rather than simply conducting ‘conventional’ in-depth interviews, we adopted story-telling approach by asking respondents to recollect some of the 2-3 significant moments in their life that they have captured in various means, through digital diary exercise.
Later, during in-depth interview sessions, from the stories, we draw understanding on how their emotions are affected when the moments were recorded.
Solution
Client gets some ideas for developing communication concepts for their upcoming smartphone camera feature, based on the relevant and engaging context.