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Creative that cracks the code applied to indian market - Group 6
This document discusses six advertising campaigns that stood out for being clever and creative: 1) Variations on a meme by National TV spots saw a 233% rise in sales by connecting with youth. 2) The ad as a game saw an app with stunning visuals and narrative generate 3,80,000 downloads and 9 million views. 3) Collaborating with the crowd through contests saw engaging ads created from thousands of submissions like the Daily Twist Oreo campaign. 4) Just enough humor in ads like the Kia hamster ad drove double digit sales growth through entertainment that cooperated with persuasion. 5) A new social movement was seen in Marks and Spencer's SHWOPPING campaign that
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Creative that cracks the code applied to indian market - Group 6
- 1. Creative That Cracks the code RISHIKAMALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399
- 2. Are Advertisements Creative A decade intoan internet-driven advertising revolution
- 3. ALL SCIENCE NO ART Ads no morecome from drawing boards of great art directors Advertising has flipped to All Science and No Art
- 4. 6 Campaigns that stood out Why? Cleverand Creative Idea at its core
- 5. 1 62 34 5 VARIATIONS ON A MEME THE AD AS A GAME COLLABORATING WITH CROWD JUST ENOUGH HUMOR A NEW SOCIAL MOVEMENT ADS THAT “GO NATIVE”
- 6. VARIATIONS ON AMEME
- 7. National TV spotsin its first year yielded a 233% rise in sales
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- 9. Mauka Mauka ads wentviral during ICC World Cup ‘15 In Indian context
- 10. #What an idea Sirjee #Anidea can change your life In Indian context
- 11. AD AS AGAME
- 13. • Stunning Visuals •Narrative • Emotional Depth 3,80,000 downloads in the first month Exposure exceeded 9 million views
- 14. #HandsomeLife A platform for youngand aspiring individuals who had the courage to break away from their mundane routine In Indian context
- 15. Lays introduced a campaignwhere people were asked to give a flavor they want to eat and win prizes In Indian context
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- 18. The Prize Winnerof Defiance, Ohio A memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest
- 19. 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”
- 20. “If you focuson 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
- 21. The Daily TwistCampaign for Oreo Cookies
- 22. • In honorof 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.”
- 23. Sharing of Oreo’sFacebook page rose by 4,400% compared with the three months before the campaign’s launch
- 24. ME AND MERIMAGGI In Indian context
- 25. • Campaign launchedto 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
- 26. Aim of thecampaign • 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
- 27. My Expressions- TanishqMia In Indian context
- 28. • Tanishq Miainvited 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
- 29. • Campaign aimedat 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
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- 31. KIA MOTORS AMERICAADVERTISEMENT • 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
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- 34. Attracted over 322,000shares 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
- 35. It is asuperlative 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
- 36. Zoozoo became ahit in no time. Just within 15 days of the release of the first ad, zoozoos were all over the place Zoozoo 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
- 37. A NEW SOCIALMOVEMENT
- 38. • Sustainable practicesby companies translate into higher prices of finished goods • Marketplace doesn’t reward sustainability A New Social Movement
- 39. 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.
- 40. • Old computersand 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
- 41. ADS THAT GONATIVE
- 42. • As technologyto filter out ads advances, degree of permissible intrusion into content changes • Ads must seamlessly blend with content and not be seen as interruption
- 43. • Designed tocreate an air of tradition, grandeur, festivity around Tanishq • Joint promotion of Tanishq and Paheli In Indian context