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Techno creative consulting
The document discusses the evolution of advertising from traditional methods to the integration of technology, highlighting key changes from the early 1900s to present-day strategies such as viral ads and digital engagement. It includes case studies of innovative campaigns like Smirnoff's nightlife exchange project and IKEA's augmented reality app, showcasing how companies adapt to consumer trends using technology. The emphasis is on the need for a blend of creativity and tech-driven solutions to enhance advertising effectiveness and consumer engagement.
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Techno creative consulting
- 1. Adding value, thetechno-creative way . .
- 2. The Past ThePresent The Future Confidential: For restricted use only
- 3. The Past -Traditional Advertising 1900 – 451900 – 45 1950’s1950’s 1960’s1960’s 1970’s1970’s 1980-90’s1980-90’s Confidential: For restricted use only
- 4. The Past -Traditional Advertising 1900 – 451900 – 45 1950’s1950’s 1960’s1960’s 1970’s1970’s 1980-90’s1980-90’s Beginning Of Modern Advertising The USP Time “Soft Selling” Positioning Celebrity Endorsement Confidential: For restricted use only
- 5. The Past -Traditional Advertising 1900 – 451900 – 45 Beginning Of Modern Advertising The Snake Oil Salesmanship Confidential: For restricted use only
- 6. The Past -Traditional Advertising 1950’s1950’s The USP Time Marketing for the masses begins . . Confidential: For restricted use only
- 7. The Past -Traditional Advertising 1960’s1960’s “Soft Selling” Rise of Cynicism and ethical advertising Confidential: For restricted use only
- 8. The Past -Traditional Advertising 1970’s1970’s Positioning Rise of Brand Persona Confidential: For restricted use only
- 9. The Past -Traditional Advertising 1980-90’s1980-90’s Celebrity Endorsement Rise of the “Brand Cool” Quotient . . Confidential: For restricted use only
- 10. The Past -Traditional Advertising A monogamous affair! Advertisement/ Promotional Campaign Confidential: For restricted use only
- 11. The Past ThePresent The Future Confidential: For restricted use only
- 12. The Present- Industryin Flux Targeting through Advertising > Advertising the Target Customers Block Buster Commercials (2000’s) > Customer Involvement (2005) > VIRAL ADs 80% CEOs believe their brand provides superior customer experience, 8% Customers agree 76% Customers believe that companies don’t tell the truth in Advertisements VIRAL Ads help one get noticed, BUT WHAT’s THE POINT? Confidential: For restricted use only
- 13. The Past ThePresent The Future Confidential: For restricted use only
- 14. The Future –Emergence of Technology Confidential: For restricted use only
- 15. The Future –Emergence of Technology PASTPAST PRESENT & FUTURE PRESENT & FUTURE Messages Utility Interruption (Content Force Feed) Participation (Consumer Choice) Broadcast Localized Mono-cast Confidential: For restricted use only
- 16. The Future –Case Studies https://www.youtube.com/watch?v=ILP1mz8MtJM Smirnoff Nightlife Exchange Project Smirnoff hosts parties themed around a particular country, invites its fans and followers and encourages them to shares their experiences through social media Over the four months that the campaign ran in 2011: •The number of fans on the Facebook page increased by 427% to more than 1mn •Smirnoff became the third largest brand page in Brazil and the first alcoholic beverage to achieve more than 1m fans •Smirnoff Brazil was the 17th most engaging brand on Facebook in September, with 1,009 posts, 362,498 interactions, 307,822 ‘likes’ and 54,676 comments Confidential: For restricted use only
- 17. The Future –Case Studies https://www.youtube.com/watch?v=tPC1gN6PbN8 Johnny Walker QR Codes This is an interesting case study as it involves the ‘internet of things’ - an emerging trend based on the idea that digital technology can be used to connect everything in the physical world to the web Driven by a desire to take advantage of increased consumer use of smartphones in-store, Diageo put QR codes on the back of whiskey bottles that allowed the buyer to embed a personalized video message using a web application The recipient could then access the video by scanning the code As a result, the use of digital media, transforms the whiskey into a unique, personalized gift rather than just any other bottle Confidential: For restricted use only
- 18. The Future –Case Studies http://www.youtube.com/watch?v=0i7Nt_L_obs&feature=player_embedded The Lynx Stream Mobile APP Creating a utility for the target customers and sub branding the core product in a soft sell fashion Relying on the fact that their target audience likes to party and is always in proximity to their smart phones, with its ‘Stream’ app Lynx aims to help capture memories and take part of them as well Confidential: For restricted use only
- 19. The Future –Case Studies http://www.youtube.com/watch?v=JcgfgO3Vzmw TESCO HomePlus Subway Virtual Store Tesco Homeplus in South Korea wanted more people to shop at their stores. However, the market leader (their competitor) had more locations. Shoppers were likelier to visit the competitor's stores conveniently nearby than travel to their nearest Homeplus. Setting up more retail outlets wasn't the answer. How could Homeplus get to number one without more stores? Confidential: For restricted use only
- 20. The Future –Case Studies http://www.youtube.com/watch?v=vDNzTasuYEw IKEA Augmented Reality APP The 2014 IKEA catalogue gives you the ability to place virtual furniture in your own home with the help of augmented reality. Unlock the feature by scanning selected pages in the 2014 printed IKEA catalogue with the IKEA catalogue application (available for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on your smartphone or tablet. Then simply place the printed IKEA catalogue where you want to put the furniture in your room, choose a product from a selection of the IKEA range and see how it will look in your home! Confidential: For restricted use only
- 21. The Future –Techno backed Advertising A bigamous affair! Advertisement/ Promotional Campaign Confidential: For restricted use only
- 22. The Future –Techno backed Advertising Techno-Creativity • Earlier a Servicing executive had to marry a business need/ proposition to a Brief. And a copywriter had to marry the brief with his creativity to come up with a campaign • With the advent of multiple technology platforms the traditional advertising model is handicapped as it cannot explore the opportunities and options which a technology platform can create for a campaign • This leads to a distinct need for an individual who can map the business need/Proposition to available technology platforms in a creative manner to be able to crack an innovative campaign Confidential: For restricted use only
- 23. About Us .. We specialize in blending creativity and technological possibilities to add value to our clients’ businesses INDUSTRIES SERVED • REAL ESTATE • PUBLISHING • MEDIA & ENTERTAINMENT • BFSI • RETAIL • FMCG • EDUCATION • AUTOMOBILE • ADVERTISING Confidential: For restricted use only
- 24. OUR TEAM KET An awardwinning creative professional with a close to 8 years of experience in mainline advertising Takes more time to look for an insight that for actual ideation as she believes that an idea which germinates from a real life insight touches the consumer mind. She is one of those who influence your decisions on a day to day basis SUDI His Clients Love him, and his bosses hate him for that A Brand Manager with a creative bend of mind. Doesn’t believe in only serving the brand but rather owns it completely. With over 12 years of experience in advertising and brand management he brings in rich insights on consumer behavior and industry influencers. All in all a great blend of operations, strategy, branding and creativity ASH A complex brain complimented by an even more complicated mind full of futuristic ideas and innovations MBA and an alumnus of IIM Bangalore, with a close to 10 years of experience in International Sales and Consulting across IT, Publishing, Retail, FMCG and BFSI Industries. A technology consultant well versed in Software & product development and exposure to the latest technology trends – Cloud, Mobility, IoT, Smart Systems, etc.
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