What is Creative Fuel?
Storytelling to develop powerful script ideas
There exists a great chasm between the promise of gaining a holistic understanding of your target consumers and the reality of it – given that with an increasingly digitized world, real emotions lie beneath the layers that can be hard to excavate.
Creative Fuel helps brands overcome these limitations:
1We use storytelling to decipher the Cultural Unconscious (Joseph L. Henderson, Jungian psychologist) consisting of the beliefs, social codes, conflicts and fears that affect decisions.
2This helps break through the overt personas of consumers by tapping into their innermost feelings, memories, and images; and helps reveal deep cultural imprints lurking beneath layers of ‘social posing’.
3Ultimately, leading to powerful scripts and eventually, communication.
When should you use it?
1Are struggling with finding newer and more relevant ideas for communication.
2Feel that your brand has reached a stage of stagnancy and need a ‘revival’ strategy.
3Have a new product and need to brief the creative agency to come up with script ideas.
4Need compelling and deep stories from consumer lives to act as inspiration to the creative team.
How does it work?
Using the building blocks of co-creation and gamification:
1We place the brand in the consumer socio-cultural context and ask them to come up
with stories around the brand.
2Meanwhile, the ad agency sits in the client room where they come up with script ideas
based on the consumer stories – inputs into the creative brief.
Creative fuel has given rise to 3 successful ads for an FMCG giant. Out of these three ads:
1One performed significantly above the norm in Millward Brown LINK testing, much to the delight of the brand team!
2Another ad led to a 2.3% increase in penetration.