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Creative That Cracks the code
RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399
Are Advertisements Creative
A decade into an internet-driven advertising revolution
ALL SCIENCE
NO ART
Ads no more come from drawing boards of great art directors
Advertising has flipped to All Science and No Art
6Campaigns that stood out
Why?Clever and Creative Idea at its core
1 62 3 4 5VARIATIONS ON A MEME
THE AD AS A GAME
COLLABORATING WITH CROWD
JUST ENOUGH HUMOR
A NEW SOCIAL MOVEMENT
ADS THAT “GO NATIVE”
VARIATIONS ON A MEME
National TV spots in its first year yielded a 233% rise in sales
Connected the youth instantly
In Indian context
Mauka Mauka ads went viral during ICC World Cup ‘15
In Indian context
#What an idea Sirjee
#An idea can change your life
In Indian context
AD AS A GAME
• Stunning Visuals• Narrative• Emotional Depth
3,80,000 downloads in the first monthExposure exceeded 9 million views
#HandsomeLife A platform for
young and aspiring individuals who
had the courage to break away from their mundane
routine
In Indian context
Lays introduced a campaign where
people were asked to give a flavor they want to eat and win
prizes
In Indian context
Oh Yes Abhi!
#Pepsi
In Indian context
COLLABORATING WITH THE CROWD
The Prize Winner of Defiance, Ohio
A memoir of 1950s America in which the
author’s mother writes advertising jingles for contest
after contest
Benefits of Crowdsourcing• Quality of the winning idea• More engaged customers • More creative options“If a company uses Tongal or a similar platform to solicit and sift through thousands of creative submissions, the odds are good that it will be
rewarded with some real gems”
“If you focus on maximizing engagement, you’ll realize that the ideal
time commitment to be asked of the crowd
measures in minutes.”
Getting it right• Make participation easy• Don’t give time
consuming tasks
The Daily Twist Campaign for Oreo Cookies
• In honor of its centennial, the brand launched a 100-day series of cookie designs pegged to each day’s news.
• It invited people to nominate news pegs every morning and to vote later in the day for their favorite designs
• Highly talented designers made the cookie designs
“With the bar so low for crowd participation, anyone could offer
up thoughts.”
Sharing of Oreo’s Facebook page rose by 4,400% compared with the three
months before the campaign’s launch
ME AND MERI MAGGI
In Indian context
• Campaign launched to celebrate Maggi’s 25 years in India
• Consumers were invited to share moments of joy that Maggi brought to their lives
• Ads featured Amitabh Bacchhan along with consumers who related their Maggi moments
In Indian context
Aim of the campaign• To create an emotional connect with
the public• To increase target audience to all age
groups, from just children• Create storytellers out of everyday
people
In Indian context
My Expressions- Tanishq Mia
In Indian context
• Tanishq Mia invited the public to create jewellery designs for Tanishq Mia- a jewellery brand for working people
• Top 10 entries would get Rs 1,00,000 each and a chance to cocreate the next Mia collection
In Indian context
• Campaign aimed at increasing awareness about Mia among the young population and allowing people to cocreate their designs
• The campaign received 3000 ideas and 40,000+ votes
In Indian context
JUST ENOUGH HUMOR
KIA MOTORS AMERICA ADVERTISEMENT
• Kia Motors America aired a fun little ad for its Soul model car.
• It showed roads filled with hamster wheels to evoke the drab mindlessness of the typical daily commute, while a Soul drive up alongside one and its window slid down, the hamsters in the car, chilling up
A NEW WAY TO ROLL
Double digit growth in
sales
Entertainment has cooperating effect with persuasion
VODAFONE
Attracted over 322,000 shares and 1.5 million views This viral video brought attention to the brand.It is the humour of dancing squirrels and the use of a popular Hindi song that drew the shares
In Indian context
It is a superlative balance between great story, great entertainment and great branding.
Zoozoo effect: 7% of Vodafone’s service revenues came from data browsing in 2013
In Indian context
Zoozoo became a hit in no time. Just within 15 days of the release of the first ad, zoozoos were all over the placeZoozoo is an imaginary character created by Vodafone's agency Ogilvy India. Vodafone wanted to promote its value added services and for that it wanted a character to form a link between their various ads.
In Indian context
A NEW SOCIAL MOVEMENT
• Sustainable practices by companies translate into higher prices of finished goods
• Marketplace doesn’t reward sustainability
A New Social Movement
Marks and Spencer- SHWOPPING
• This campaign suggests that you recycle an old garment when you purchase a new one at their store
• Though this might suppress their sales, it will eventually be seen as a sustainable practice and other retailers are expected to follow suit.
• Old computers and electronics generate huge e-waste• Bangalore alone generates 18000 tons of e-waste each year• Many e-waste recycling startups have come up which extract viable parts or
precious metals like Gold, Silver and Selenium from e-waste• Flipkart and Snapdeal have mobile handsets exchange programs frequently.• Some are sold to mobile phone resellers and gold, silver and parts are extracted
from others.
In Indian context
ADS THAT GO NATIVE
• As technology to filter out ads advances, degree of permissible intrusion into content changes
• Ads must seamlessly blend with content and not be seen as interruption
• Designed to create an air of tradition, grandeur, festivity around Tanishq
• Joint promotion of Tanishq and Paheli
In Indian context
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