Spotlight on the Future of Advertising

Julia KirbyHBR editor

CREATIVE That Cracks the CODE

Spotlight on the Future of Advertising

Is it all over for

CREATIVE?

that stand

SIX CAMPAIGNS

OUT

 

WONDERFUL PISTACHIOS

Variations on a MEME

Wonderful

Pistachios ads

include memes

which went viral on

You Tube

CoCa-Cola China THE AD AS A GAME

Plenty of advertising

is already embedded

in electronic games.

The COCA COLA

CHINA showed that

gaming can be

embedded in ads

 OREO COOKIESCOLLABORATING WITH THE CROWD

Nabisco’s “Daily Twist” campaign for Oreo cookies focused on maximizing engagement

Sharing of Oreo’s Facebook page rose by 4,400% in 3 months time

KIA MOTORS AMERICA

JUST ENOUGH HUMOR

Entertainment evoked after the consumer sees the brandINCREASES PURCHASE INTENT

In March 2009, KIA MOTORS AMERICA aired a fun little ad for its Soul model car

MARKS and SPENCER

A NEW SOCIAL MOVEMENT

Before you rush out to buy the latest fashion, you choose something from your closet to recycle

SHWOPPING (a conflation of “shopping” and “swapping”)

NEIMAN MARCUS and TARGET

ADS THAT “GO NATIVE”

They hired the show’s cast to perform in character in five long-form commercials

There is a

BIG difference between ads that travel into native territory and ads that go native

EXAMPLES OF CREATIVE ADS

FLIPKARTJUST ENOUGH HUMOUR

The new campaign draws inspiration from real life as all stories are based on customer feedback

The charmingly witty ads use children in the role of adults.

Godrej CHOTAKOOLCOLLABORATING WITH THE CROWD

An innovative product that provides the benefits of a refrigerator at a low price, has been co-created with customers

GODREJ developed an innovative solution in the form of a mini-refrigerator-

the CHOTUKOOL

As long as Companies are Selling, consumers will need

persuading—and the Creativity of Advertising will NEVER cease.

CREATED BY

PRAKHAR BANSALMNIT JAIPUR

During An Internship by Prof. SAMEER MATHURIIM LUCKNOW

www.IIMInternship.com