Saturday, April 12, 2008

Challenge, Insight & Solution – Deodorant in Indonesia

copyright: Andi S. Boediman, 2008

Once, I was invited to pitch for a deodorant client and we have only less than a week to conduct the study before the pitch. The key to win this project is to understand the consumer insight behind the brand. We are conducting a qualitative study with casual discussion among the users. Out of this discussion, we found a few insight that leads to the finding that deodorant is something that people use but never want to admit it.

We conclude that we should create a ritual that deodorant should be a part of an activity alongside with combing your hair. With this understanding, we got the project even though the deadline is very tight and we have to compete with all the big guys :)

Here's is the video supporting the insight presented above.

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