Advertising moving towards Bigamy
Emergence of Techno-Creative Consultants
Presented By Ashutosh Karandikar
The Past - Traditional Advertising
BeginningOf
Modern Advertising
The USP Time
“Soft Selling”
Positioning CelebrityEndorseme
nt
The Present- Industry in Flux
Targeting through Advertising > Advertising the Target Customers
Block Buster Commercials (2000’s) > Customer Involvement (2005) > VIRAL ADs
80% CEOs believe their brand provides superior customer experience, 8% Customers agree
76% Customers believe that companies don’t tell the truth in Advertisements
VIRAL Ads help one get noticed, BUT WHAT’s THE POINT?
The Future – Emergence of Technology
Messages Utility
Interruption (Content
Force Feed)
Participation
(Consumer Choice)
Broadcast LocalizedMono-cast
The Future – Case Studies
https://www.youtube.com/watch?v=ILP1mz8MtJM
Smirnoff Nightlife Exchange Project
Smirnoff hosts parties themed around a particular country, invites its fans and followers and encourages them to shares their experiences through social media
Over the four months that the campaign ran in 2011:
•The number of fans on the Facebook page increased by 427% to more than 1mn•Smirnoff became the third largest brand page in Brazil and the first alcoholic beverage to achieve more than 1m fans•Smirnoff Brazil was the 17th most engaging brand on Facebook in September, with 1,009 posts, 362,498 interactions, 307,822 ‘likes’ and 54,676 comments
The Future – Case Studies
https://www.youtube.com/watch?v=tPC1gN6PbN8
Johnny Walker QR Codes
This is an interesting case study as it involves the ‘internet of things’ - an emerging trend based on the idea that digital technology can be used to connect everything in the physical world to the web
Driven by a desire to take advantage of increased consumer use of smartphones in-store, Diageo put QR codes on the back of whiskey bottles that allowed the buyer to embed a personalized video message using a web application The recipient could then access the video by scanning the code
As a result, the use of digital media, transforms the whiskey into a unique, personalized gift rather than just any other bottle
The Future – Case Studies
http://www.youtube.com/watch?v=0i7Nt_L_obs&feature=player_embedded
The Lynx Stream Mobile APP
Creating a utility for the target customers and sub branding the core product in a soft sell fashion
Relying on the fact that their target audience likes to party and is always in proximity to their smart phones, with its ‘Stream’ app Lynx aims to help capture memories and take part of them as well
The Future – Case Studies
http://www.youtube.com/watch?v=JcgfgO3Vzmw
TESCO HomePlus Subway Virtual Store
Tesco Homeplus in South Korea wanted more people to shop at their stores. However, the market leader (their competitor) had more locations. Shoppers were likelier to visit the competitor's
stores conveniently nearby than travel to their nearest Homeplus. Setting up more retail outlets wasn't the answer. How
could Homeplus get to number one without more stores?
The Future – Case Studies
http://www.youtube.com/watch?v=vDNzTasuYEw
IKEA Augmented Reality APP
The 2014 IKEA catalogue gives you the ability to place virtual furniture in your own home with the help of augmented reality.
Unlock the feature by scanning selected pages in the 2014 printed IKEA catalogue with the IKEA catalogue application
(available for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on your smartphone or tablet. Then simply place the printed IKEA catalogue where you want to put the furniture in your room, choose a product from a selection of
the IKEA range and see how it will look in your home!
The Future – Techno backed Advertising
Emergence of Techno-Creative Consultants
• Earlier a Servicing executive had to marry a business need/ proposition to a Brief. And a copywriter had to marry the brief with his creativity to come up with a campaign
• With the advent of multiple technology platforms the traditional advertising model is handicapped as it cannot explore the opportunities and options which a technology platform can create for a campaign
• This leads to a distinct need for an individual who can map the business need/Proposition to available technology platforms in a creative manner to be able to crack an innovative campaign
The Future – Techno backed Advertising
Emergence of Techno-Creative Consultants
• Ideal Profile
• Sound understanding of market, business and functions (Preferably an MBA or an industry veteran with a sound marketing, strategy and/or operations experience)
• Well versed with technology trends, platforms, solutions and mediums. (Preferably with an exposure to the New Media/ IT industry)
• And Most Importantly – Creative (And an Off Road Biker!)
References
• http://www.slideshare.net/CoolSchool/psof-advertising-seminar-past-present-and-future
• http://www.visioncritical.com/blog/emerging-trends-contributing-to-advertising-consolidation
• http://wallblog.co.uk/2011/09/12/five-innovative-digital-campaigns-that-are-all-delivering-value-to-consumers/
• AND SOME PERSONAL EXPERIENCE AND INDUSTRY EXPOSURE!