creative that cracks the code, a harvard business review’s marketing article by julia kirby
TRANSCRIPT
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AFTER decade into internet-driven advertising revolutionARE ADVERTISEMENTS CREATIVE?Ads no more come from drawing boards of great art directors
ALL SCIENCE
PISTACHIOS CAMPAIGN
• Campaign utilized power of memes and showed more creativity
National TV spots in its first year yielded a 233% increase in sales.
• People Pay attention to subsequent versions of the released meme.
ANALYSIS
Perfect Recipe for VIRAL VIDEOS
Major commonalities:• Ordinary people• Flawed masculinity• Humour• Simplicity• Repetitiveness • Whimsical content.
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AS
GAME
Advertisement Inside Game
Coca cola china
3,80,000 download OF APPS in first monthExposure exceeded 9 million views ON
INETRNET.
COLLABORATION
WITHCROWD
Collaborating with the crowd
FRESHER & BETTER IDEAS
CUSTOMER’S iNVOLVEMENT
The brand launched a 100-day series of cookie designs pegged to each day’s news.
RESULTS
SHARING OF FB PAGE INCREASED BY 4400%
SIGNIFICANT INCREASE IN
Just Enough Humor:Kia Motors America
• Hamsters featuring ads to add fun element. • Researchers suggest it as product selling sucess.
Kia Motors AmericaEntertainment Evoked Brand Awareness Increases purchase intent.
Results• Double-Digit growth in sales in us
Marks & Spencer’s Shwopping campaign
ShwoppingShopping + Swapping
Choose something to recycle from your closet before you shop
If movement catches on , they hope to make $350 million per year
Customers start to value sustainability
Ads enjoy greater attention when they are hard to separate from the content that surrounds them
Ads That “Go Native”:Neiman Marcus and Target
Going NativeTakeover of Revenge TV Series &Hired show’s cast for commercials
Result“Story within a story” thusAds were hard to skip
Recap
1. Variations on a Meme: Wonderful Pistachios
2. The Ad as a Game: Coca-Cola China3. Collaboration with the Crowd: Oreo
Cookies4. Just Enough Humor: Kia Motors America5. A New Social Movement: Marks and
Spencer6. Ads that “Go Native”: Neiman Marcus
and Target
SCENARIO IN THE INDIAN MARKET
ICC WC 2015
CROWD SOURCING
CROWD SOURCING
HUMOUROUS
IT’S TOO HOT
HERE!!!
ADVERTISEMENT Indian Market
• USE OF MEMES• CREATIVITY & SIMPLICITY• HUMOUROUS • INNOVATION
Suggestions (Indian market) Large Population Scope of Large Market
Using smarphonesAds as a
Game
• Large Population Scope OF Crowd Sourcing
BOOST UP SALES
CREDITS
Creative That Cracks the Code, a Harvard Business Review’s marketing article by Julia Kirby
http://trak.in/tags/business/2013/12/11/top-10-creative-engaging-tvc-tv-advertisements-2013/
http://articles.economictimes.indiatimes.com/2007-10-03/news/27690649_1_ad-bharti-airtel-limited-number-one-slot
www.google.com/imagesMarketing Management – Philip Kotler
DISCLAIMER
Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow .
www.IIMinternship.com