If there is only 1 lesson that Youtube and the likes have taught me, its that agencies are over thinking and under doing.
"Vu Ja De" is a great little phrase that I came across, which describes the ability to see what WILL be important. What WILL be relevant and engaging enough to grab the attention of a population.
There is a fantastic case study from Denmark written by Martin Lindstrom, in his book Buyology.
Years ago Luciano Pavoratti decided to visit Denmark. The entire country was excited as this was his first visit. Radio and TV shows scheduled interviews, talk shows announced live telecasts and press wrote article after article about the anticipation of his arrival.
Sadly, the Italian tenor got a sore throat and cancelled.
Pavoratti was top of mind for nearly everyone in Denmark when a nimble agency decided to approach Gaiola, a Danish sore throat lozenge with an over night campaign:
"Things would have been different if Pavoratti knew about us." ran in local papers the very next day and Gaiola immediately became part of Danish pop culture forever. Vu Ja De.
Fast is the new big. If you're thinking when others are doing...you've lost.
A strategist today needs to also be an investigative reporter with a bit of Vu Ja De. You must be able to not only understand what will influence a consumer, but also how consumers influence each other.
The attached is an example of being an investigative reporter, as well as a strategist. Before we asked ourselves how the Australian government can stop young males from speeding...we asked ourselves how young women would convince them?