Creative that cracks the code, a harvard business review’s marketing article by julia kirby
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Creative that cracks the code, a harvard business review’s marketing article by julia kirby
- 2. AFTER decadeinto internet-drivenadvertising revolution ARE ADVERTISEMENTSCREATIVE? Ads no more come from drawing boards of great art directors
- 6. • Campaign utilized power of memes and showed more creativity National TV spots in its first year yielded a 233% increase in sales.
- 7. • People Pay attention to subsequent versions of the released meme.
- 9. Perfect Recipe for VIRAL VIDEOS Major commonalities: • Ordinary people • Flawed masculinity • Humour • Simplicity • Repetitiveness • Whimsical content.
- 12. Coca cola china 3,80,000 download OF APPS in first month Exposure exceeded 9 million views ON INETRNET.
- 14. WITH
- 15. Collaborating with the crowd FRESHER & BETTER IDEAS CUSTOMER’S iNVOLVEMENT
- 16. The brand launched a 100-day series of cookie designs pegged to each day’s news.
- 17. SHARING OF FB PAGE INCREASED BY 4400% SIGNIFICANT INCREASE IN
- 18. Just Enough Humor: Kia Motors America • Hamsters featuring ads to add fun element. • Researchers suggest it as product selling sucess.
- 19. Kia Motors America Entertainment Evoked Brand Awareness Increases purchase intent. Results • Double-Digit growth in sales in us
- 20. Marks & Spencer’s Shwopping campaign Shwopping Shopping + Swapping
- 21. 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
- 22. Ads enjoy greater attention when they are hard to separate from the content that surrounds them
- 23. Going Native Takeover of Revenge TV Series & Hired show’s cast for commercials Result “Story within a story” thus Ads were hard to skip
- 24. Recap 1. Variations on a Meme: Wonderful Pistachios 2. The Ad as a Game: Coca-Cola China 3. Collaboration with the Crowd: Oreo Cookies 4. Just Enough Humor: Kia Motors America 5. A New Social Movement: Marks and Spencer 6. Ads that “Go Native”: Neiman Marcus and Target
- 25. SCENARIO IN THE INDIAN MARKET
- 30. ADVERTISEMENT Indian Market • USE OF MEMES • CREATIVITY & SIMPLICITY • HUMOUROUS • INNOVATION
- 31. Suggestions (Indian market) Large Population Scope of Large Market Using smarphones Ads as a Game
- 32. • Large Population Scope OF Crowd Sourcing
- 33. 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/images Marketing Management – Philip Kotler
- 34. DISCLAIMER Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow . www.IIMinternship.com