First, we mapped our client’s core markets to identify the emotional and functional drivers of purchase. We identified a sizeable territory where our client had significant unrealised potential for accelerated growth – this is their Growth Sweet Spot.
We then worked with consumers and client teams to develop, refine and optimise a range of autopilot proposition concepts with the goal of finding a positioning that would secure autopilot status and deliver significantly accelerated growth for our client in their Growth Sweet Spot territory.
The impact of this new proposition on purchase intent and brand ratings was remarkable. Purchase intention more than doubled with target consumers and all key brand attributes showed significant increases.
Finally, working with client teams we developed and embedded plans to bring the identified autopilot proposition to market with maximum effect, leaving our client with a powerful, and very detailed, strategy deployment plan.