Spotlight on the Future of Advertising

1. CREATIVE THAT CRACKS THE
CODE
Harvard Business Review

2. A decade into the
internet-driven
advertising revolution,
has creativity
taken a backseat?

3. An avalanche
of junk ads
choke up
modern-day
websites

4. Today, advertising has flipped to all science
and no art

5. But then along comes
some fresh creative to
show us what really sells

6. Ad
campaigns
that had
the
X - factor
6

7. 1
VARIATIONS ON A MEME
Wonderful Pistachios

8. The campaign started out conventionally, using celebrities, and
later included memes, such as the Honey Badger
Result
A 233% increase in sales

9. Mauka Mauka Ads
The Star Sports Network “Mauka Mauka” Ads went viral during the
ICC World Cup 2015, spurring a series of memes on the internet
INDIAN CONTEXT

10. 2
AD AS A GAME
Coca-Cola China’s
CHOK!

11. Viewers were invited to download an app and waggle their
smartphones to catch bottle caps flying across the TV screen
Result
The ad exceeded 9 million
views and pushed sales

12. 3
CROWDSOURCING
OREO Daily Twist

13. Result
Oreo’s FB page shares rose by 4.40%
The campaign launched a 100 day series of cookie
designs and invited people to vote for the designs

14. INDIAN CONTEXT
The ‘Write Your i10
Story’ Contest invited
users to write a script
for the next Hyundai
i10 television
commercial.

15. 4
JUST ENOUGH HUMOUR
KIA Motors America

16. When its Soul Model car debuted in 2008, Kia introduced
dancing hamsters jiving to hip tunes
Result
Kia registered double digit
growth in sales in the US

17. Vodafone ZooZoo ads
INDIAN CONTEXT

18. 5
A NEW SOCIAL
MOVEMENT
Marks and Spencer
“SHWOP”

19. Customers were asked
to drop their old
clothes in a “Shwop
Box”
each time they
bought something
new

20. INDIAN CONTEXT
Lifebuoy launched a global movement to teach good hand-
washing habits that can save millions of young lives at risk

21. 6
ADS THAT GO NATIVE
Neiman Marcus and Target

22. Target and Neiman Marcus teamed up to advertise their
merchandise on ABC’s drama series Revenge. Every ad in the
hour-long segment was theirs and they hired the show’s cast
to perform in character in five long-form commercials

23. In India, native advertising is still finding its feet and
is largely absent.
Marketers must embrace native advertising and
realize that the era of banner ads is over.
Native advertising is a relatively new approach to
online advertising. These ads are called 'native'
because they seem to be belong to platform they are
advertised on
INDIAN CONTEXT

25. These slides were created by Anju Ann Joseph, MEC Kochi
as part of an internship under the guidance of
Prof. Sameer Mathur, IIM Lucknow
(www.IIMInternship.com)