creative that cracks the code
TRANSCRIPT
Creative That Cracks the Code
HarvardBusinessReview
MARKETING
Article StudyByMohith ReddyIIT Madras
A decade into internet-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
Region of Wonder!!
Here we present
Six Campaigns that stood out
Reason?
Clever and Creative idea at its core
they provide assurance that ‘Creativity of Advertising’ will never cease
Variations on a Meme: Wonderful Pistachios
Why jump on this Meme bandwagon?Because that’s the appeal of memes: People don’t ignore subsequent versions of memes.
Viral videos
Major Commonalities
• Ordinary People• Flawed Masculinity• Humor• Simplicity• Repetitiveness • Whimsical Content
The Ad
as a Game
Coca-Cola China• Complicated execution of campaign• But, resulted in 3,80,000 downloads in first month• Exposure exceeded 9 million views
Today’s gamers demand
Stunning VisualsNarrativeEmotional Depth
Collaborating with the crowd: Oreo Cookies
“Daily Twist” Campaign
Oreo CookiesCrowdSourcing
Winning IdeasCustomer Engagement
Results
4,400% rise in sharing (Facebook)Significant increase in Sales
Just Enough Humor:Kia Motors America
WarningExcessive amounts of humor may backfire
Kia Motors America
Timing Counts
Entertainment Evoked- Brand Awareness
Results
Double-Digit growth in sales
A New Social Movement:Marks and Spencer
ShwoppingShopping + Swapping
Marks and Spencer
‘Socially Responsible’ goods
Cost more that alternativesShoppers remain unpersuaded
Long Term
Customers start to value sustainabilityCompany stands to win big
Ads That “Go Native”:Neiman Marcus and Target
Ads enjoy greater attention when they are hard to separate from the content that surrounds them
Neiman Marcus and Target
Going Native
“Takeover” of Revenge TV SeriesHired show’s cast for commercials
Result
“Story within a story”Ads were hard to skip
Recap
1. Variations on a Meme: Wonderful Pistachios
2. The Ad as a Game: Coca-Cola China3. Collaborating 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
The Indian
Context
The ZooZoos ads
Vodafone
• Started with IPL 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?
MTS Internet Baby Commercial
Star Sports Network Ads
Mauka Mauka SeriesICC World Cup 2015
Hathi Cement- Ghost Ad
Indian Commercials
• Use of Meme’s• No complicated content• Creativity• Humor and Entertainment• Socially Responsible
The Key Success Factors in the Above Discussed
Improvements?
• Given the huge 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
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/photolist
• 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
Disclaimer
Created by Mohith Reddy, IIT Madras
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
