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Creative that cracks the code
1. The document discusses six advertising campaigns that were successful because they were creative and clever rather than just scientific. 2. The campaigns included variations on internet memes by Wonderful Pistachios, a game-based app by Coca-Cola China, crowd-sourced ideas by Oreo Cookies, humor by Kia Motors, a clothing swap program by Marks & Spencer, and branded content by Neiman Marcus and Target. 3. While advertising has become more data-driven, these campaigns show that creativity continues to be important for success by engaging customers in novel ways.
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Creative that cracks the code
- 1. Creative That Cracksthe Code Harvard Business Review MARKETING Article Study By Mohith Reddy IIT Madras
- 2. A decade intointernet-driven advertising revolution Is it all over for Creative? Ads no more come from drawing boards of great art directors Advertising has flipped to All Science and No Art
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- 4. Here we present SixCampaigns that stood out Reason? Clever and Creative idea at its core they provide assurance that ‘Creativity of Advertising’ will never cease
- 5. Variations on aMeme: Wonderful Pistachios Why jump on this Meme bandwagon? Because that’s the appeal of memes: People don’t ignore subsequent versions of memes.
- 6. Viral videos Major Commonalities •Ordinary People • Flawed Masculinity • Humor • Simplicity • Repetitiveness • Whimsical Content
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- 8. Coca-Cola China • Complicatedexecution of campaign • But, resulted in 3,80,000 downloads in first month • Exposure exceeded 9 million views Today’s gamers demand Stunning Visuals Narrative Emotional Depth
- 9. Collaborating with thecrowd: Oreo Cookies “Daily Twist” Campaign
- 10. Oreo Cookies CrowdSourcing Winning Ideas CustomerEngagement Results 4,400% rise in sharing (Facebook) Significant increase in Sales
- 11. Just Enough Humor: KiaMotors America Warning Excessive amounts of humor may backfire
- 12. Kia Motors America TimingCounts Entertainment Evoked- Brand Awareness Results Double-Digit growth in sales
- 13. A New SocialMovement: Marks and Spencer Shwopping Shopping + Swapping
- 14. Marks and Spencer ‘SociallyResponsible’ goods Cost more that alternatives Shoppers remain unpersuaded Long Term Customers start to value sustainability Company stands to win big
- 15. Ads That “GoNative”: Neiman Marcus and Target Ads enjoy greater attention when they are hard to separate from the content that surrounds them
- 16. Neiman Marcus andTarget Going Native “Takeover” of Revenge TV Series Hired show’s cast for commercials Result “Story within a story” Ads were hard to skip
- 17. Recap 1. Variations ona Meme: Wonderful Pistachios 2. The Ad as a Game: Coca-Cola China 3. Collaborating with the Crowd: Oreo Cookies 4. Just Enough Humor: Kia Motors America 5. A New Social Movement: Marks and Spencer 6. Ads that “Go Native”: Neiman Marcus and Target
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- 20. Vodafone • Started withIPL 2- Going native? • Hike of 4% in customer base- Result • Replacing pugs, PETA awards- Socially responsible act • ZooZoos became more popular compared to Vodafone- Backfire of entertainment?
- 21. MTS Internet BabyCommercial
- 22. Star Sports NetworkAds Mauka Mauka Series ICC World Cup 2015
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- 24. Indian Commercials • Useof Meme’s • No complicated content • Creativity • Humor and Entertainment • Socially Responsible The Key Success Factors in the Above Discussed
- 25. Improvements? • Given thehuge population, CrowdSourcing has to be introduced • Ideas like “Ads as a Game” will be successful because of the huge smartphone base in India • Ads must open gates to engage with the customers
- 26. References and Credits •Creative That Cracks the Code, a Harvard Business Review’s marketing article by Julia Kirby • Marketing Management – Philip Kotler • http://thumbs.dreamstime.com/z/creative-business-concept- businessman-working-laptop-35888471.jpg • http://www.brainpickings.org/wp- content/uploads/2012/03/jerthorp.jpg • https://www.flickr.com/photos/coffeemademedoit/5833262551/in/pho tolist • http://i.ytimg.com/vi/W89rPKHYApM/maxresdefault.jpg • https://cositssweet.files.wordpress.com/2012/10/talk-like-a-pirate- cookie.jpg • http://www.wakeupcampaign.co.uk/newsite/wp- content/uploads/2012/05/Screen-shot-2012-05-05-at-11.19.03.png
- 27. Disclaimer Created by MohithReddy, IIT Madras during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com