We have repeatedly stressed the importance, if not of exploiting consumer insights in communication, at least of using them to highlight the benefits of a product or service. The poster campaign still underway at Acadomia is a good example of exploiting well-regarded consumer insights.
As we have the opportunity to illustrate in our training, a well-structured insight includes three terms:
the subject, which indicates what we are talking about,
motivation, that is to say the positive psychological force that we wish to satisfy
the tension which means that to date this motivation is only partially or not at all satisfied within the framework of the observation proposed by the consumer.
This articulation is of major interest, particularly during the concept drafting phase when we want to ensure that we have a clear, well-targeted concept, whose consumer benefits are well articulated and a coherent RTB.
The Acadomia campaign, presented in three visuals, offers a good example of the use of insights. Three texts:
Adrien loves science, but he has a problem in physics, a pressure problem,
Hugo is a crack at chess, yet his lack of confidence sets him up for failure in math,
Léa has everything to succeed, parents who help her, an office, books, everything except self-confidence. At no time are the parents doubted either about the quality of the efforts they make for their child (e.g. Léa), nor about the intellectual skills of their child (Adrien, Hugo).
Let's move on from the puns, and rephrase each message with its insight:
With his taste for science, Adrien should have been good at physics, because it is essential that he can succeed in these studies, but he lacks self-confidence,
With his true sense of logic Hugo should be good at mathematics, because it is essential that he can succeed in these studies, but he lacks self-confidence,
Léa's parents do everything to ensure that she has satisfactory working conditions, because it is essential that she can succeed in her studies, but she lacks self-confidence.
The first term has an illustrative and guilt-relieving virtue for parents, the second recalls the issue, the motivation which cannot be discussed, and the third term, the lack of confidence corresponds to the added value that Acadomia intends to bring by therefore releasing the tension of the whole insight.
We of course find this axis in the Acadomia signature, "it's all about trust". I therefore find this institutional campaign very clear and coherent, supported by the visual effect of these faces without mouths... as if the child could not express himself due to a lack of confidence.