Our client had identified a new brand platform specifically designed to appeal to younger, fashion-forward consumers. Tasked with deep diving into the cultural concepts behind the new positioning to understand what it truly meant to people, Verve sought innovative ways to inform the next phase of creative and comms development.
We created a holistic insights programme incorporating human truths, cultural exploration and artificial intelligence, culminating in a VIP model that combined simulations of existing target audiences with future-facing personas.
Consumer lives were initially explored via depth interviews with leading-edge individuals and experts, alongside a deep semiotic decode in the US and China of brands, competitors and disruptors.
These inputs fed both the territory development and creation of the VIP simulation that was used to assess the final creatives. The VIP model enabled multiple rounds of rapid, audience testing resulting in truly resonant executions of the brand territories.
Used as part of final collaborative workshops, the VIP simulations brought to life what the territories really meant to consumers helping to bust myths and ensure the consumer perspective remained central to the creative process.