Article review for the HBR: "Creative that Cracks the Code"

1. Creative
Code
Cracking Atul Anand
Sophomore Undergraduate
IIT (BHU), Varanasi

3. INTERNET
BROWSING HAS
TURNED
BORING

4. CREATIVITY
NEEDS TO
STEP IN

5. FIRMS CANNOT
MARKET WITH
BORING ADS

8. Variations
on a Meme

9. Wonderful Pistachios

10. Virgin Mobile
Ad Campaign

11. Alka-Seltzer

12. Wendy’s

13. Appeal of memes
trying to do a creative
mind one better.

14. “Instead of
saying “I had a
bad date and I
feel miserable
and lonely,” one
can simply paste
the “Forever
Alone”
character.”
Limor Shifman
Hebrew University
Author of “An Anatomy of a YouTube Meme”

15. Memes are the
perfect recipe
for “invoking
further creative
dialogues.”

17. Ad as a
Game

18. Advertisers embed
Ads in
Mobile
Apps &
Games

19. Coca-Cola China
Games can
also be
embedded
in Ads.

20. Coca-Cola China
App was Downloaded
380,000 times
and the Ad exceeded
9 million views.

22. Collaborating
with the Crowd

23. Ideas are always welcomed from
“The Crowd”

24. The Crowd is the simplest source of
market conditions which help the
marketers estimate the
potential of market.

25. “Crowdsourcing”

26. allowed fans to help customize
and name a one-off version

27. “Crowdsourcing”
The winner then took center stage in
Levi’s 2012 ‘Go Forth’ ad campaign.

28. When ordinary folks sit down
to think about how to
advertise a product, the
marketers gets more
engaged customers as well
as more creative options.

29. Sharing of Oreo’s Facebook page
rose by 4400% compared with the
three months before the
campaign’s launch.

31. Just Enough
Humor

32. “A new way to roll”

33. Humor
can make
people vary
purchase intent.

34. Reduces
when evoked
before awareness.

35. Increases
when evoked
after awareness.

36. You can entertain a
million people and
not sell one of them.

37. “There is not a
single humorous
line in two of the
most influential
books in the
world, namely,
the Bible and the
Sears, Roebuck
Catalog.”
John Caples
Ad Guru, Author

39. Social
Movement

40. Why any consumer
goods industry is not
more committed to
sustainability?

41. Always the same answer:
The marketplace
doesn’t reward us for
being so.

42. These guys
“Shwooped (Shop + Swap)”
the clothes.

43. Shwop drops
were placed in
convenient stores.

44. For common
people, it was
suppressing
demand for the
company

45. For M&S, that’s
350 million
a year.

46. Thank
You