Creative that cracks the code(hbr article)

1. Spotlight on the Future of
Advertising
Julia Kirby
HBR editor
CREATIVE
That Cracks
the CODE
Spotlight on the Future of Advertising

2. Is it all over for
CREATIVE?

3. that stand
SIX CAMPAIGNS
OUT

4. WONDERFUL PISTACHIOS
Variations on a MEME

5. CoCa-Cola China
THE AD AS A GAME

6. OREO COOKIES
COLLABORATING WITH THE CROWD
Nabisco’s “Daily Twist”
campaign for Oreo cookies
focused on maximizing
engagement
Sharing of Oreo’s
Facebook page rose by
4,400% in 3 months time

7. KIA MOTORS AMERICA
JUST ENOUGH HUMOR
Entertainment evoked
after the consumer
sees the brand
INCREASES
PURCHASE INTENT
In March 2009, KIA MOTORS AMERICA aired a
fun little ad for its Soul model car

8. MARKS and SPENCER
A NEW SOCIAL MOVEMENT
Before you rush out to buy
the latest fashion, you
choose something from your
closet to recycle
SHWOPPING
(a conflation of “shopping”
and “swapping”)

9. NEIMAN MARCUS and TARGET
ADS THAT “GO NATIVE”
They hired the
show’s cast to
perform in
character in
five long-form
commercials
There is a
BIG
difference
between ads
that travel
into native
territory and
ads that go
native

10. EXAMPLES
OF CREATIVE
ADS

11. FLIPKARTJUST ENOUGH HUMOUR
The new campaign draws
inspiration from real life as
all stories are based on
customer feedback
The charmingly witty
ads use children in the
role of adults.

12. Godrej CHOTAKOOL
COLLABORATING WITH THE CROWD
An innovative product that
provides the benefits of a
refrigerator at a low price,
has been co-created
with customers
GODREJ developed an
innovative solution in the
form of a mini-refrigerator-
the CHOTUKOOL

13. As long as Companies are
Selling, consumers will need
persuading—and the Creativity
of Advertising will NEVER
cease.

15. CREATED BY
PRAKHAR BANSAL
MNIT JAIPUR
During An Internship by Prof. SAMEER
MATHUR
IIM LUCKNOW
www.IIMInternship.com