Adcepts give much richer & more precise insights into what a brand can be & where it can go. B7’s Paul Tidmarsh outlines five things that B7’s Adcept methodology offers that traditional concept statements can’t:
1. Talk to consumers in a way that’s realistic & familiar
Consumers never see concept statements in everyday life. Adcepts, however, are in a familiar format & allow them to assess an idea’s appeal/uniqueness against the competition just as they would in the real world.
2. Give emotional expression to an idea
Concept statements are rational arguments, but real life brands are much more than rational arguments. Adcepts are different – they appeal to consumers in the same way that real brands do – by being emotionally engaging / funny / shocking / charming / informative etc.
3. Give each idea its best chance
The number of concept statements we can show to people is limited – usually around six. This means that you’ve got just one chance to get it right per area, so strong ideas can be easily lost if the best angle isn’t taken. With Adcepts, however, we can show consumers up to 80 ideas, often using multiple variations around the same idea area. This way we give each area many more opportunities to strike a chord with consumers.
4. Give extremely precise direction
Because we can show so many adcepts to consumers, each one is very pure & distinct, giving very precise indication of exactly what it is that they like. And because there is an emotional aspect to Adcepts, we get a powerful feel for the best brand personality & tone of voice
5. Facilitate large/international teams
When you are limited to around six concept statements per project, it can be very difficult to include different points of view. Individuals, teams & local markets can feel that their ideas are being left out. Using Adcepts with up to 80 executions being shown to consumers means that there is plenty of room for every voice to be heard.