the creative that cracks the code
TRANSCRIPT
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HarvardBusinessReview
Creative that cracks the code
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CREATIVITY ?
COPYING ??
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CREATIVITY IS LIKE PORNOGRAPHY
You know it when you see it.
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CREATIVITY IS
EFFECTIVE NOVALITY.
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Unlike many phenomena in science, there is no single, authoritativeperspective or definition ofCreativity !
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THE CREATIVE METHODis expressed from the inside out,trying to make new things, and
forget there ever was a box.
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It’s about the
ACTION of creating something
that never existed.
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It’s about the
CONNECTIONof this act to our
culture and humanity
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It’s about
DEVIATIONfrom the default pathby forging a new one.
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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
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Earlier web browser:thoroughly polluted by mortgage-refinancing
and weight-loss adds.
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Nowadays web browser:filter-defying product placement, search-based ad serves , real-time media bidding, and location-based features.
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EVOLUTION
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THERE WAS A TIME WHEN BRANDS DIDN’T EXIST
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According to commentators when ford model T* launched as FIRST AFFORDABLE CAR the increased traffic became responsible for explosion in road side advertisings.
THEN..
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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
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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.
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2000
Consumers used to see upto 10,000 messages a day.
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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
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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.
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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.
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2015+ THE FUTURE?
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IT IS NOT THE SURVIVAL OF THE FITTEST ANYMORE, IT IS THE SURVIVAL OF THE SMARTEST
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The campaign started out conventionally, using celebrities, and was highly successful. National TV spots in its first year yielded a 233% increase in sales.
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Viral videos
Major Commonalities
• Ordinary People• Flawed Masculinity• Humor• Simplicity• Repetitiveness • Whimsical Content
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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.
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THE AD AS A GAME
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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.
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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
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2.SO DID PEPSI...
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3.Collaborating with the crowd: Oreo Cookies
“Daily Twist” Campaign
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4,400% rise in sharing Significant increase in Sales.
OREO COOKIES
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4.Kia Motors America
Timing Counts
Entertainment Evoked- Brand Awareness
Results
Double-Digit growth in sales
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5.A New Social Movement:Marks and Spencer
ShoppingShopping + Swapping
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6.Marks and Spencer‘Socially Responsible’ goods
Cost more that alternativesShoppers remain unpersuaded
Long Term
Customers start to value sustainabilityCompany stands to win big.
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7.Ads That “Go Native”:
Ads enjoy greater attention when they are hard to separate from the content that surrounds them.
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Neiman Marcus and Target
“Takeover” of Revenge TV SeriesHired show’s cast for commercials
“Story within a story”Ads were hard to skip
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THE ZOO-ZOOS ADS
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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?
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MTS Internet Baby Commercial
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Ramesh -Suresh advertisement was most recollected. The advertisement was a big hit but didn’t help with the
sales!
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Hathi Cement- Ghost Ad
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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.
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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.
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FINALLY...
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Not to forget,
Indian Commercials
• Use of Meme’s• No complicated content• Creativity• Humor and Entertainment• Socially Responsible
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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.
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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
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A Presentation by Sravya Tanmayee
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SRAVYA TANMAYEE, IIITDM-kancheepuram
during an intern by
Prof. Sameer Mathur ,IIM Lucknow
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THANK YOU