Creative That Cracks the code

RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399

Are Advertisements Creative

A decade into an internet-driven advertising revolution

ALL SCIENCE

NO ART

Ads no more come from drawing boards of great art directors

Advertising has flipped to All Science and No Art

6Campaigns that stood out

Why?Clever and Creative Idea at its core

1 62 3 4 5VARIATIONS ON A MEME

THE AD AS A GAME

COLLABORATING WITH CROWD

JUST ENOUGH HUMOR

A NEW SOCIAL MOVEMENT

ADS THAT “GO NATIVE”

VARIATIONS ON A MEME

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

Connected the youth instantly

In Indian context

Mauka Mauka ads went viral during ICC World Cup ‘15

In Indian context

#What an idea Sirjee

#An idea can change your life

In Indian context

AD AS A GAME

• Stunning Visuals• Narrative• Emotional Depth

3,80,000 downloads in the first monthExposure exceeded 9 million views

#HandsomeLife A platform for

young and aspiring individuals who

had the courage to break away from their mundane

routine

In Indian context

Lays introduced a campaign where

people were asked to give a flavor they want to eat and win

prizes

In Indian context

Oh Yes Abhi!

#Pepsi

In Indian context

COLLABORATING WITH THE CROWD

The Prize Winner of Defiance, Ohio

A memoir of 1950s America in which the

author’s mother writes advertising jingles for contest

after contest

Benefits of Crowdsourcing• Quality of the winning idea• More engaged customers • More creative options“If a company uses Tongal or a similar platform to solicit and sift through thousands of creative submissions, the odds are good that it will be

rewarded with some real gems”

“If you focus on maximizing engagement, you’ll realize that the ideal

time commitment to be asked of the crowd

measures in minutes.”

Getting it right• Make participation easy• Don’t give time

consuming tasks

The Daily Twist Campaign for Oreo Cookies

• In honor of its centennial, the brand launched a 100-day series of cookie designs pegged to each day’s news.

• It invited people to nominate news pegs every morning and to vote later in the day for their favorite designs

• Highly talented designers made the cookie designs

“With the bar so low for crowd participation, anyone could offer

up thoughts.”

Sharing of Oreo’s Facebook page rose by 4,400% compared with the three

months before the campaign’s launch

ME AND MERI MAGGI

In Indian context

• Campaign launched to celebrate Maggi’s 25 years in India

• Consumers were invited to share moments of joy that Maggi brought to their lives

• Ads featured Amitabh Bacchhan along with consumers who related their Maggi moments

In Indian context

Aim of the campaign• To create an emotional connect with

the public• To increase target audience to all age

groups, from just children• Create storytellers out of everyday

people

In Indian context

My Expressions- Tanishq Mia

In Indian context

• Tanishq Mia invited the public to create jewellery designs for Tanishq Mia- a jewellery brand for working people

• Top 10 entries would get Rs 1,00,000 each and a chance to cocreate the next Mia collection

In Indian context

• Campaign aimed at increasing awareness about Mia among the young population and allowing people to cocreate their designs

• The campaign received 3000 ideas and 40,000+ votes

In Indian context

JUST ENOUGH HUMOR

KIA MOTORS AMERICA ADVERTISEMENT

• Kia Motors America aired a fun little ad for its Soul model car.

• It showed roads filled with hamster wheels to evoke the drab mindlessness of the typical daily commute, while a Soul drive up alongside one and its window slid down, the hamsters in the car, chilling up

A NEW WAY TO ROLL

Double digit growth in

sales

Entertainment has cooperating effect with persuasion

VODAFONE

Attracted over 322,000 shares and 1.5 million views This viral video brought attention to the brand.It is the humour of dancing squirrels and the use of a popular Hindi song that drew the shares

In Indian context

It is a superlative balance between great story, great entertainment and great branding. 

Zoozoo effect: 7% of Vodafone’s service revenues came from data browsing in 2013

In Indian context

Zoozoo became a hit in no time. Just within 15 days of the release of the first ad, zoozoos were all over the placeZoozoo is an imaginary character created by Vodafone's agency Ogilvy India. Vodafone wanted to promote its value added services and for that it wanted a character to form a link between their various ads.

In Indian context

A NEW SOCIAL MOVEMENT

• Sustainable practices by companies translate into higher prices of finished goods

• Marketplace doesn’t reward sustainability

A New Social Movement

Marks and Spencer- SHWOPPING

• This campaign suggests that you recycle an old garment when you purchase a new one at their store

• Though this might suppress their sales, it will eventually be seen as a sustainable practice and other retailers are expected to follow suit.

• Old computers and electronics generate huge e-waste• Bangalore alone generates 18000 tons of e-waste each year• Many e-waste recycling startups have come up which extract viable parts or

precious metals like Gold, Silver and Selenium from e-waste• Flipkart and Snapdeal have mobile handsets exchange programs frequently.• Some are sold to mobile phone resellers and gold, silver and parts are extracted

from others.

In Indian context

ADS THAT GO NATIVE

• As technology to filter out ads advances, degree of permissible intrusion into content changes

• Ads must seamlessly blend with content and not be seen as interruption

• Designed to create an air of tradition, grandeur, festivity around Tanishq

• Joint promotion of Tanishq and Paheli

In Indian context