HarvardBusinessReview

Creative that cracks the code

CREATIVITY ?

COPYING ??

CREATIVITY IS LIKE PORNOGRAPHY

You know it when you see it.

CREATIVITY IS

EFFECTIVE NOVALITY.

Unlike many phenomena in science, there is no single, authoritativeperspective or definition ofCreativity !

THE CREATIVE METHODis expressed from the inside out,trying to make new things, and

forget there ever was a box.

It’s about the

ACTION of creating something

that never existed.

It’s about the

CONNECTIONof this act to our

culture and humanity

It’s about

DEVIATIONfrom the default pathby forging a new one.

But…

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

Earlier web browser:thoroughly polluted by mortgage-refinancing

and weight-loss adds.

Nowadays web browser:filter-defying product placement, search-based ad serves , real-time media bidding, and location-based features.

EVOLUTION

THERE WAS A TIME WHEN BRANDS DIDN’T EXIST

According to commentators when ford model T* launched as FIRST AFFORDABLE CAR the increased traffic became responsible for explosion in road side advertisings.

THEN..

World’s first bill board built in times square New York.Add-men claim that bill boards are the ultimate claim for brand awareness.

OUTDOOR ADVERTISING1912

Display1994

Adverts are sold on a CPM basis by calculating the cost of an add divided by the audience size. Analysts measured the amount of impressions served even though a user may not have seen or clicked.

2000

Consumers used to see upto 10,000 messages a day.

The term cost per engagementis trademarked in order to attempt to bring more credibility and accountability to add units. Social advertising takes off in 2008 when fb launched engagement adds.

2006SOCIAL MEDIA

2010PINTEREST

Pin interest launches a closed beta in 2010.By 2012 it was giving more traffic to websites than linkedin, fb, twitter and you tube.

2012CHECK –IN’S

Checking in into venues is still a top of hot debate .Driving customer into a physical location as a result of a social media interaction is still the ultimate goal and dream success metric for many social brands.

2015+ THE FUTURE?

IT IS NOT THE SURVIVAL OF THE FITTEST ANYMORE, IT IS THE SURVIVAL OF THE SMARTEST

The campaign started out conventionally, using celebrities, and was highly successful. National TV spots in its first year yielded a 233% increase in sales.

Viral videos

Major Commonalities

• Ordinary People• Flawed Masculinity• Humor• Simplicity• Repetitiveness • Whimsical Content

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.

THE AD AS A GAME

Plenty of advertising is already embedded in electronic games.The new wrinkle is that gaming can be embedded in ads—perhaps the only hope of engaging some people’s interest long enough to get a message across.

1.Coca-Cola China• Complicated execution of campaign.• But, resulted in 3,80,000 downloads in first

month.• Exposure exceeded 9 million views.

Stunning VisualsNarrativeEmotional Depth

2.SO DID PEPSI...

3.Collaborating with the crowd: Oreo Cookies

“Daily Twist” Campaign

4,400% rise in sharing Significant increase in Sales.

OREO COOKIES

4.Kia Motors America

Timing Counts

Entertainment Evoked- Brand Awareness

Results

Double-Digit growth in sales

5.A New Social Movement:Marks and Spencer

ShoppingShopping + Swapping

6.Marks and Spencer‘Socially Responsible’ goods

Cost more that alternativesShoppers remain unpersuaded

Long Term

Customers start to value sustainabilityCompany stands to win big.

7.Ads That “Go Native”:

Ads enjoy greater attention when they are hard to separate from the content that surrounds them.

Neiman Marcus and Target

“Takeover” of Revenge TV SeriesHired show’s cast for commercials

“Story within a story”Ads were hard to skip

THE ZOO-ZOOS ADS

Vodafone• Started with IPL 2- Going native?• Hike of 4% in customer base-

Result• Replacing pugs, PETA awards-

Socially responsible act• Zoo Zoos became more popular

compared to Vodafone- Backfire of entertainment?

MTS Internet Baby Commercial

Ramesh -Suresh advertisement was most recollected. The advertisement was a big hit but didn’t help with the

sales!

Hathi Cement- Ghost Ad

PROJECT SHIKSHA - A SOULFUL MARKETING EXERCISE :

Shiksha was among the biggest media initiatives of its kind, with the objective of increasing the sales of P&G brands in the lean months when media support to

most brands is the leas.

CAMPAIGN MESSAGE: Securing your child’s future through

education. The exercise intended to give the

message, “P&G gives you an opportunity to educate your child free

of cost,” to P&G’s consumers.

FINALLY...

Not to forget,

Indian Commercials

• Use of Meme’s• No complicated content• Creativity• Humor and Entertainment• Socially Responsible

IMPROVEMENTS?• Given the huge population, Crowd

Sourcing 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/2015/03/jerthorp.jpg

• https://www.flickr.com/photos/coffeemademedoit/5833262551/in/photolist

• http://i.ytimg.com/vi/W89rPKHYApM/maxresdefault.jpg• https://

cositssweet.files.wordpress.com/2015/10/talk-like-a-pirate-cookie.jpg

• http://www.wakeupcampaign.co.uk/newsite/wp-content/uploads/2015/05/Screen-shot-2015-05-05-at-11.19.03.png

A Presentation by Sravya Tanmayee

SRAVYA TANMAYEE, IIITDM-kancheepuram

during an intern by

Prof. Sameer Mathur ,IIM Lucknow

THANK YOU