This document discusses creative advertising campaigns from various companies. It provides examples of effective campaigns such as Flipkart's interactive "Snakes and Ladders" game promotion, Modi's "Abki Baar Modi Sarkaar" political campaign known for its use of digital media, and Nestle Coffee's "#ItAllStarts" campaign starring a comedian that drove brand awareness and sales. The document also outlines strategies that made these campaigns successful, such as engaging customers directly, communicating a clear message, and leveraging digital promotion.

1. CREATIVE THAT CRACKS THE CODE
GROUP 6:
Abinash Naik (PGP31304)
Aditya Sardana (PGP31305)
Balkrishna Kesarkar ( PGP31313)
Nirali Raichura (PGP31335)
Pratyush Pullela (PGP31337)

2. The era of creative advertisements??

3. Ineffective advertisement campaigns are a result of
lack of creativity!

4. Examples of BOOORING advertisements!

5. CAMPAIGNS THAT PROVE..
IT’S NOT ALL OVER FOR
CREATIVITY..

6. People don’t
ignore as they
already know the
original one
And that’s the
reason they pay
attention in the
first place

12. Limor Shifman’s Recipe for
Repetitive
Simplicity
Humor
Flawed
Masculinity
Ordinary
People
Whimsical
Content

14. THE AD AS A GAME

15. With Their
Phones
People Are
Always Busy

17. INDIA’S GROWING LOVE FOR APPS
Source: Nielsen Mobile Panel, India
Apps Is Where CONSUMERS Can Be Found
If You Want To Reach
Out To And Engage
Your Consumers,
Taking The App Route
Will Yield The Best
Result
Ads in popular games/apps
Separate game for product
{

20. • App downloaded 380,000 times in 1st month
• Exceeded 9 million views(TV + YouTube + Weibo)
• People had to “CHOK” flying Coca-Cola caps with smartphones
• Timing of TV commercials were announced in advance

28. Integration To Become More Seamless
With Advancing Technology

29. W.A.L.S (Women Against Lazy Stubble)
• Objective: To increase the trials of
Gillette Mach 3 razors
• RESULT: Sales grew by 500%, Market
share went up by 400%, over $2.5
million worth free media coverage,
763,000 hits on Google, purchase
intent of the customers in the activity
was over 60%
COLLABORATING
WITH THE CROWD

30. Ariel India’s Dads#ShareTheLoad campaign
• Objective: Raise emotional equity
of brand by having engaging idea
around laundry
• Result: PR worth $9.5 million 1.6
Billion + earned media impressions
1.5 Million+ of men pledge to share
the load Consumer engagement
increased by 3 times – highest ever
60% increase in sales
COLLABORATING
WITH THE CROWD

31. Fevicol and Fevi kwik
• Ingenuity of advertising and
marketing campaigns
• Slogan: Yeh Fevicol ka mazboot jod
hai, tootega nahi
JUST ENOUGH
HUMOR

32. Vodafone ZooZoos
• First seen during IPL 2, communicate
service specific messages
• ZooZoo effect: 7% of Vodafone’s
service revenues come from data
browsing
JUST ENOUGH
HUMOR

33. Social Responsibility
• Marks and Spencer
• Advertisement through
social responsible messaging
• Shwopping

34. Social Responsibility: Coca Cola
• Coca Cola: Little Drops of Joy
• Child labor
• Emotional narrative
• Man from Benares Deaf and
Dumb Institute who have been
given employment as bottle
inspectors at Coca-Cola’s
bottling plant

35. Social Responsibility: Tata Tea
• Tata Tea: Jaago Re
• Tata tea tied up with Jaago India
foundation
• Online initiative targeting youth
on social and environmental
issues

36. Native Advertising
• Neiman Marcus and Target
• Advertise merchandise on ABC’s
drama series Revenge

37. Native Advertising: P&G
• #Like a girl initiative:
encouraging girls to share the
type of female emojis they
would like to see
• instilling confidence in women,
than just about selling women
centric products

38. MOST RECENT ONLINE AD CAMPAIGNS

39. Flipkart Snakes and Ladders
• Launched on 20th May as
a campaign for the “Big
Shopping Days” sale
• Interactive game -
involving the customer
• Chance to redeem
rewards during the sale

40. Flipkart Snakes and Ladders
• 4 million reach
• 200000 lucky winners
• Increase in sales in all
categories to the extent of 5x

41. Abki Baar Modi Sarkaar
• Influence youth
• Talk on key issues like
corruption, inflation
• Effective use of
digital media for
promotion
• US President-Elect
Donald Trump copies
the campaign

42. Abki Baar Modi Sarkaar
• Effective communication of creative
and message strategy
• 200 commercials launched apart
from print ads to all parts of India
• Popular taglines: “Janta Maaf nahi
Karegi” and “Achche din”
• Impact of the campaign:
• Narendra Modi became prime
minister with an overwhelming
majority (282 seats)
• Recall of 56% of NaMo as
compared to 37% of BJP

43. Nestle Coffee - #ItAllStarts
• Rejuvenating the brand
to make it more
contemporary
• Increase brand awareness
and favorability among
consumers
• Ad ends with comedian
crediting success to
Nescafe: “Thank God for
coffee. It kept me
go..go..going and kept
you a..awake.”

44. Nestle Coffee - #ItAllStarts
• Involving people who associated
with the campaign
• Impact:
• Resulted in highest sales for
Nestle
• In 2 days, 300k views, 148k
increment in Twitter
followers
• November 2014: Sales $10.5
bn
• 25% user growth to 16.88
million by the end of 2014

45. THANK YOU