It is essential to think outside the box for better marketing campaigns. Is it though?
"Have you ever thought about providing a corporate training program on finding creative projects?"
A question asked by one of the most elegant clients in a humble manner.
Creativity. They have always asked about it. How does it happen? Can you find a project for us? Of course, I can. If we ask the right questions and find the answers, the project will come naturally.
The first question: What do we want to do?
"We want to create a project on this field."
"We want to find a digital project."
"We want to be more preferred."
These are only wishful results, not targets.
I have been curious about everything and everyone since the earliest I can remember.
For example, when I see a pitcher in the form of a silver duck-head in a house, I wonder who bought it and why. The past that shaped that choice of the buyer, the feelings of the person using it. The list of questions goes on. Is the child in the house allowed to touch such a valuable thing? Maybe it was a gift and an unloved piece, it is not treated with as much care as I think... What I mean is there is no end to the details. Once curiosity is stimulated, it creates an infinite number of questions.
I had this kind of curiosity towards the specialists during the time we worked in gynecology. The job is all about the baby. The pregnant woman being followed is in a different world. You guide her in a time when the existence of her life takes on a different shape, her identity diversifies.
There is a huge market there and our product was the gold standard in its field, it had a clear advantage over its alternatives. But no, not enough market share.
We increased the number of visits, reviewed the gynecologist selection on detailing visits, increased our investments and constantly present. No, our market share was not increasing. Meetings, conferences... No objections came along when we ask the doctors, they knew and liked the product.. But our market share was not increasing.
Everyone in the pharmaceutical industry knows that the doctor (who prefers a certain active material) prescribes the brand of the person they like among the working representatives.
They also liked us...
Well...
Obviously, they liked others more.
Somehow, our local competitor was always there until we got our place. Years ago, when the doctor was newly assigned to that clinic, they were there, and they were there when they got married, when they had their child, and even on their last birthday. It's impossible to beat such a relationship.
My doctor only remembered my product when they saw me and forgot it as soon as I leave the room. What could I do? I couldn’t clone myself and sit in all my doctors' offices at the same time!
The right question comes into play here.
"I was looking for a strong experience that will remind my doctor of me and my product after 20 years of an advanced relationship. It should be so strong that my doctor doesn't just remember it but also tells others about it."
What could it be?
While attending the Marketing Academy program at Wharton Business School, I took a course where we discussed the mathematics of creativity and how it could easily be developed under certain conditions. Isn't it surprising? They teach us to think outside the box, even when we were tiny little chickens in business!
No, it's not about being inside or outside the box.
The more clearly you define the field you're in and draw the boundaries of your target, the more creative you become.
Now that we have defined our target and boundaries in the relevant field, I am sharing the resulting project. It became one of my favorite jobs throughout my career:
A virtual reality experience of growing up in and being born from one's own mother's womb for gynecologists. With a headset, headphones, and joysticks in both hands, you enter the experience, facing a 40-week counter, and begin to grow.
At first, the world is just a beam of light.
As you grow, you hear more clearly, perceive more clearly, and communicate with your mother at some point. You play with the umbilical cord, and the space gets narrower as you turn upside down...
Your mother's intestines are on your back. You feel everything she eats and drinks. Your heart is huge, and you're aware of its beating. It synchronizes with your mother's, which beats calmly. You pee sometimes, and the water balloon you're in is murky. Vibrations, noises, and tightness.
An unforgettable experience.
It was loved very much.
The reactions of the doctors inside were filmed and shared in WhatsApp groups.
What's the result? I can't share the exact numbers since it's exclusive, but I can say this:
We achieved an increase in our market share beyond our target.
We talked about creativity... Can it be learned? Yes, it can be learned, even with a half-hour of work, one can create a creative project beyond their expectations. It's all about boundaries. The clearer and more defined they are, the more creative one becomes.
Note. In the video attached, you see only the 3D conversion of the virtual reality app. It became a topic at international advertising and VR sessions. It was made to support the presentation there. Although it doesn't reflect the real experience, I wanted to share it 😊
Best,
Esra
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