Creativity in advertising when it works

4. Nothing is more efficient than creative
advertising. Creative advertising is more
memorable, longer lasting, works with
less media spending, and builds a fan
community…faster.

6. Divergent thinking—namely, the ability to
find unusual and nonobvious solutions to a
problem

7. Fluency Originality Abstraction
No. of relevant
ideas proposed
in response to a
given question
Elaboration Resistance to
premature
closureAmount of detail
given in a
response
How uncommon
or unique the
responses are
Ability to
consider a variety
of factors when
processing
information.
Degree to which
a slogan or a
word moves
beyond being a
label for
something
concrete

8. The extent to which an
ad contains brand or
executional elements
that are different, novel,
unusual, original,
unique, etc

9. Fluency Originality
AbstractionElaboration
Resistance
to
premature
closure

10. An original ad comprises
elements that are rare or
surprising, or that move
away from the obvious and
commonplace.

11. Is the ad “out of the
ordinary”?
•Does it depart from
stereotypical thinking?
•Is it unique?

12. Aesthetically appealing
verbal, visual, or sound
elements.

13. Unexpected details or
extend simple ideas so that
they become more intricate
and complicated

14. Blending or connecting
normally unrelated objects
or ideas.

15. Unexpected details or
extend simple ideas so that
they become more intricate
and complicated

17. • Launched in 2009
• Especially targeted IPL
with large frequency of
advertising
• Ads renewed each day to
create excitement
• Relatively cheaper ads

18. • ZooZoo cute, humorous
and delivered message
about one VAS per day
• Most watched
advertisement in social
media
• Ads Helped increase
brand consciousness,
brand image and sales

19. • Targeted mainly for youth
• Use taglines to create a
youthful brand
• Uses youth icons i.e.
young actors and
sportspersons as brand
ambassadors
• “Hinglish” taglines

20. • Yehi hai right choice Baby,
Aha
• Yeh Dil Maange More !
• Pepsi ye pyaas heh badi
• Yeh hai youngistaan meri
jaan
• My Pepsi My Way
• Change the game
• Oh Yes Abhi

29. These slides were created by
Vatsal Sharma,IIT Kanpur, as part
of an internship done under the
guidance of Prof. Sameer Mathur
(www.IIMInternship.com)