We’re really excited to launch a new type of project on Tongal: Insights.
We think it will offer interesting creative challenges, a chance to grow creatively, and an opportunity to show more substantial examples of work on your portfolios (not to mention a significant new way to earn $$ through Tongal).
Insights are part of a new suite of strategy projects on Tongal. They will take place after your Observations and inspire Campaign Ideas that will shape and inform the final Video projects.
There’s a lot of new material here; to start, let’s explore Observations… Without going all “Oxford” on everyone, an Observation is exactly what it sounds like.
It can be anything. For example, Folgers might ask: What have you observed about drinking coffee?
Which may lead to these Observations:
- I really love the smell of coffee.
- I can’t “wake up” until I have my morning coffee.
- When I smell coffee, I start to feel more alert.
Insights then, are overarching themes and/or universal truths drawn from Observations that drive emotional and cerebral connections between a communicator (a brand) and its audience (customer).
In other words, an Insight packages several Observations and presents them in a unique way that can inspire repeatable and memorable Campaign Ideas.
Based on the Observations from above:
The Insight is: The thing people love most about coffee is the smell – and this association is particularly strong (and pleasurable) in the morning.
Which inspires…
The Campaign Idea: (all together now) “The best part of waking up is Folgers in your cup!”
source: https://youtu.be/rBDWKOONdto
Here’s how the Insight Project will work on Tongal. We’ve just completed the Beauty and Skin Care Observations Project; all submitted Observations will be made public as a part of the Insights Project. Your task is to pull three Observations that resonate with you, package those into a unique and universal Insight summary sentence, and explain how you arrived at that Insight.
Submission Requirements:
• Title (50 characters or less)
• Insight summary sentence (140 characters or less)
• Explanation of how you arrived at the Insight, including how the Observations support the Insight (1,000 characters or less)
• Selection of 3 Observations on which the Insight submission is based.
For the Folgers example, the significant fact is that people LOVE their morning coffee. Based on the three Observations coffee is one of the most pleasurable aspects of their day and certainly the morning - so pleasurable that the universal act of smelling the coffee alone elicits a positive, emotional and cerebral reaction. (Apologies - that song will be stuck in your head for days now.)
This is exciting, right? We’re going to be responsible for shaping the kind of creative content WE want to produce as a global creative community from the ground floor.
Take a look at our first Insights Project and feel free to comment in the Project Forum with any questions.
In the meantime, try practicing the Observation / Insight / Campaign Idea model with your favorite campaigns in the comments below!
