Co-Creation | september https://www.september-online.de Strategie & Forschung Wed, 30 Aug 2017 07:45:15 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png Co-Creation | september https://www.september-online.de 32 32 Tool: The Lion’s Cage https://www.september-online.de/en/project/tool-the-lions-cage/ Mon, 06 Mar 2017 16:09:42 +0000 http://www.september-online.de/?post_type=project&p=2897

Tool: The Lion’s Cage

Objective

to see one’s own brand through the eyes of its customers.

Why

The target group is the best source for pinpointing the crucial USP and discovering which RTBs really do win people over. But how can we get consumers to slip into the role of marketing professionals? The best way is to play a game: Lion's Cage is an unconventional method with which to tease out pertinent arguments for a new product from your target group: via a competition.

How

Consumers with creative potential come together with product managers. The participants are split into several groups and given prototypes of new products, for which they are then asked to find suitable arguments and supporting evidence  for a commercial under time pressure. After the workshop, the Lions (representatives of the client) take their places on the jury to decide who’s come out on top to win the main prize.

What

Selectivity, inspiring templates for marketing, and a product management team who identify 100% with the results.

]]> The jackpot on the pack https://www.september-online.de/en/project/the-jackpot-on-the-pack/ Mon, 06 Mar 2017 16:05:07 +0000 http://www.september-online.de/?post_type=project&p=2872

The jackpot on the pack

Objective

to generate new ideas for competitions, pack coupons and interactive campaigns for younger people.

Why

A quantitative preliminary study by september revealed that younger target groups favour palpable financial benefits such as discounts and give-aways when it comes to on-pack promotions. They’re far less receptive to  the more ‘game-like’ competitions, coupon collecting and interactive campaigns. september was tasked with finding insights that make these promotions more attractive to younger people.

How

We deployed our innovative co-creation tool ‘n-tables’. This involved grouping people around 3 to 4 tables in a large room, with 4 creative consumers, one client representative and one of our moderators to each group. The tables or groups were each given a task, the solutions to which were subsequently presented to the participants of all groups (creating a certain degree of competitiveness). Since each table was occupied by a different age category, the solutions were somewhat geared towards specific target groups.

What

Co-creation led to the generation of unique action ideas capable of appealing emotionally to the younger target groups and getting them interested in on-pack promotions. What is more, the numerous insights resulted in an inspiring set of guidelines for developing future promotions in these target groups.

]]> The tariff of the future https://www.september-online.de/en/project/the-tariff-of-the-future/ Mon, 06 Mar 2017 15:50:49 +0000 http://www.september-online.de/?post_type=project&p=2853

The tariff of the future

Objective

to design innovative communication tariffs

Why

Our communications client required insights to design alternative communication tariffs for the future. Tariff-based research is challenging enough, but tariffs for the future call for a special approach.

How

The multi-stage, funnel-shaped process leads us from co-creation workshops (‘n-tables’) with extremely progressive ‘objective’ groups, to workshops involving our clients, right down to in-depth interviews in which the tariff ideas developed during the process as a whole are finally evaluated among broader groups of customers.

What

september has come up with a mental framework that reveals the drivers and barriers likely to influence how a communication tariff will be chosen in future. The recommended tariffs are in the process of being drafted.

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