Creative that cracks the code, Sameer Agarwal, HBR Article
Creative that cracks the code
Examples of a bad advertisement
Just checking, if anything sticks!
Are ads narrowing down to
1. Search based ad Servers
2. Real Time Media Bidding
3. Location based ads for mobile devices
4. Filter defying product placement
5. Well……..Yeah the list goes on!
Only Embraced by ROI –obsessed Marketers
The campaign started out conventionally, using
celebs, and was highly successful: National TV spots
in its first year yielded a 233% increase in sales. But
now the ads includes memes, such as youtube's
infamous Honey Badger and Secret Service agents
partying with prostitutes!
Why jump on the meme bandwagon?
People don’t ignore subsequent versions!
2. The ad as a game : Coca Cola China
Though the whole procedure was complex, it came together
beautifully, leading to 380,000 downloads within the first month!
As advancing technology makes this integration more easy, many
marketers will build on this start, surprising as to how Rapidly creative talent
comes back to fore!
3.Collaborating with the crowd : Oreo
Sharing of Oreo’s facebook page rose by a
Whooping 4,400 % !
Crowdsourcing is a way to get fresher, better ideas! If used
in a proper way, its can have good results. But, the default
way gets more customer engagement may be because the
approach is more focussed!
Oreo’s campaign was a perfect blend of
both the techniques!
4. Just Enough Humor : Kia Motors America
“That’s how we roll”
They are funny but not uproariously so. Researchers suggest that
might be the key to their product selling success.
The campaign is credited with spurring multiple years of double
digit growth in Kia’s U.S sales.
1.Excessive amount of humour can lead to unpredictable and disastrous results !
2. Timing counts to. Entertainment evoked before the consumer is aware of the brand
being advertised reduces purchase intent.
3. Its difficult to provide a rule to humour, but yeah you will always see it here and there.
5. A new social movement : Marks and
Shwop is to donate one
for every one you
Marks and Spencer are the leaders in clothes selling.
I think this is the best.
1.This is the core of marketing.
2. Even though people believe that they are
discouraging people to buy.
3. But, persuading the customer is what
4. M & S knows that their campaign will eventually
hit it off because it takes into account social
Looking into the Indian Context of
Creativity, Marketing and
The famous “Mauka Mauka” Ads during the
World Cup 2015 had just Enough humor!
It was one of the most successful ad campaign in the
1.It was eagerly followed for its subsequent versions.
2.Other brands jumped on the same “Mauka Mauka”
bandwagon to promote their products.
3.It had 10 million views on youtube and trended
heavily on twitter.
4.Star Sports charged Rs 20 lakh for 10 seconds of
air time for the ad.
This was the perfect example of ad as a game
as well as crowdsourcing
1.There was a cash prize to the winner, VIP
ticket which made its all gamified.
2.Pepsi got tons of ideas in terms of consumer’s
feedback, their perception and what is the
overall perception of their product.
It is the most memorable ad campaign in India. It was
low cost and had high outreach.
1.Vodafone India added 7.68 million subscribers in
2. An increase of 23% in revenue in revenue at
3. Vodafone was recognised by zoozoos.
The campaign had some negative impacts
1. Zoozoos became more popular than Vodafone.
2. Too much Zoozoos had a repelling effect on the
This is one the numerous CSRs that the
companies in India are carrying out today.
1.CSRs, currently in India are about placement.
2.If two products of same quality are lying next
to each other, the consumer will prefer the one
3.India has a long way to go in socializing a
In the current scenario in the country-:
1.People only appreciate what they get. If it’s a great ad it will be
appreciated, but this does not guarantee the sale of your
2.Only a short lived campaign will be successful, given the vast
inflow from all over the world everyday.
3.People crave for products which are branded as scarce. (
Flipkart’s one day sale, 2’o clock mobile sale, etc.)
4.The scene in the country is like the algorithm generated ads on
the internet, you don’t know if it will stick or backfire.
Created by Sameer Agarwal, NIT Jalandhar
During an internship under Prof. Sameer
Mathur, IIM Lucknow