advertising emergence of techno-creative consultant

Advertising moving towards Bigamy

Emergence of Techno-Creative Consultants

Presented By Ashutosh Karandikar

The Past The Present The Future

The Past - Traditional Advertising


BeginningOf

Modern Advertising

The USP Time

“Soft Selling”

Positioning CelebrityEndorseme

nt


BeginningOf

Modern Advertising

The Snake Oil

Salesmanship


The USP Time

Marketing for the masses

begins . .


“Soft Selling”

Rise of Cynicism and ethical advertising


Positioning

Rise of Brand

Persona


CelebrityEndorseme

nt

Rise of the “Brand Cool” Quotient . .


A monogamous affair!

Advertisement/ Promotional Campaign

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

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


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


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


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?


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

A bigamous affair!

Advertisement/ Promotional Campaign



• 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



• 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!

advertising emergence of techno-creative consultant

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