Creative Process Training
THINKERGY CAMPAIGN DESIGN CASE
Edge Asia Group is a fast-growing digital marketing agency in Southeast-Asia with offices in Vietnam, Thailand, Malaysia and Singapore. Edge’s top management approached Thinkergy to train their staff to follow a more structured, systematic framework whilst working on creative pitches and digital marketing campaigns. We suggested a 2-day X-IDEA Innovation Workshop with Edge’s core creative, production and client service teams, to instruct them on how they may use our X-IDEA Innovation Method. We agreed to use a simulated case as reference, supposing the Thai Red Cross had asked Edge Asia for a campaign to help increase organ donors in Thailand.
On the first day, the participants split into four teams and thoroughly Xplored the case to gain novel insights and better definition of the challenge. On day two, the teams went through an Ideation session to generate raw ideas; which they then developed into realistic Idea Concepts, before each team finally pitched their four top ones to a judging panel.
Among others, one idea suggested to combine the ‘donor pass’ with a credit card, offering special benefits for organ donors (such as, reduced hospital fees, or extra miles with a partner airline). This concept was derived from a simple but key insight, highlighted in the Xploration stage: organ donors must carry around a card that does not offer any direct benefit unless they die.
The selected concepts of the four teams were ultimately considered to be so good that Edge’s senior management decided to pitch them to Thai Red Cross, for real.