Creative that cracks the code, a harvard business review’s marketing article by julia kirby

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AFTER decade into internet-driven advertising revolutionARE ADVERTISEMENTS CREATIVE?Ads no more come from drawing boards of great art directors

ALL SCIENCE

PISTACHIOS CAMPAIGN

• Campaign utilized power of memes and showed more creativity

National TV spots in its first year yielded a 233% increase in sales.

• People Pay attention to subsequent versions of the released meme.

ANALYSIS

Perfect Recipe for VIRAL VIDEOS

Major commonalities:• Ordinary people• Flawed masculinity• Humour• Simplicity• Repetitiveness • Whimsical content.

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AS

GAME

Advertisement Inside Game

Coca cola china

3,80,000 download OF APPS in first monthExposure exceeded 9 million views ON

INETRNET.

COLLABORATION

WITHCROWD

Collaborating with the crowd

FRESHER & BETTER IDEAS

CUSTOMER’S iNVOLVEMENT

The brand launched a 100-day series of cookie designs pegged to each day’s news.

RESULTS

SHARING OF FB PAGE INCREASED BY 4400%

SIGNIFICANT INCREASE IN

Just Enough Humor:Kia Motors America

• Hamsters featuring ads to add fun element. • Researchers suggest it as product selling sucess.

Kia Motors AmericaEntertainment Evoked Brand Awareness Increases purchase intent.

Results• Double-Digit growth in sales in us

Marks & Spencer’s Shwopping campaign

ShwoppingShopping + Swapping

Choose something to recycle from your closet before you shop

If movement catches on , they hope to make $350 million per year

Customers start to value sustainability

Ads enjoy greater attention when they are hard to separate from the content that surrounds them

Ads That “Go Native”:Neiman Marcus and Target

Going NativeTakeover of Revenge TV Series &Hired show’s cast for commercials

Result“Story within a story” thusAds were hard to skip

Recap

1. Variations on a Meme: Wonderful Pistachios

2. The Ad as a Game: Coca-Cola China3. Collaboration with the Crowd: Oreo

Cookies4. Just Enough Humor: Kia Motors America5. A New Social Movement: Marks and

Spencer6. Ads that “Go Native”: Neiman Marcus

and Target

SCENARIO IN THE INDIAN MARKET

ICC WC 2015

CROWD SOURCING

CROWD SOURCING

HUMOUROUS

IT’S TOO HOT

HERE!!!

ADVERTISEMENT Indian Market

• USE OF MEMES• CREATIVITY & SIMPLICITY• HUMOUROUS • INNOVATION

Suggestions (Indian market) Large Population Scope of Large Market

Using smarphonesAds as a

Game

• Large Population Scope OF Crowd Sourcing

BOOST UP SALES

CREDITS

Creative That Cracks the Code, a Harvard Business Review’s marketing article by Julia Kirby

http://trak.in/tags/business/2013/12/11/top-10-creative-engaging-tvc-tv-advertisements-2013/

http://articles.economictimes.indiatimes.com/2007-10-03/news/27690649_1_ad-bharti-airtel-limited-number-one-slot

www.google.com/imagesMarketing Management – Philip Kotler

DISCLAIMER

Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow .

www.IIMinternship.com