creative that cracks the code
TRANSCRIPT
Advertising is a way, in managing Mass Communication,To disseminate message to build a brand preference or to educate people about product
World is filled with unimaginative,
non-artistic and boring ads.
Advertising is flipped to all science and
no art
Ads, include memes, are Creative. People don’t
ignore subsequent versions because they have
already seen original one
that’s the reason they pay more attention
in first place
Wonderful Pistachios campaign featuring PSY was very successful.Due to that it yielded a 233% increases in sales
Watch Here This Ad
Zandu Balm commercial featuring Malaika Arora in meme of Munni Badnaam Hui song
Watch Here Zandu Balm Ad
Plenty of Ads are embedded in games but gaming can be added in adsThe creative way to engage people
Coca Cola’s ad invited viewers to use their smart phones to catch bottle caps flying in TV screen. and if phone would catch the cap (through special game app) it earns point
“Crowdsourcing” is the process of getting fresh or better ideas, usually online, collaborating withthe crowd of people.
Companies reward winning ideasthus they get more engaged customers as well asmore creative options
“Daily twist” campaign for Oreo cookiesInvited people to createand vote for favorite design. This increased the sharing of Oreo’s Facebook page and sales as well
Pepsi launched an event during IPL to create customer an TV commercial and if it got selected it will be aired on TV
Watch Here Crash the IPL
Kia Motors America aired a fun little Ad for its Soul car,It showed hamsters driving
a car and chilling in fun music.
Watch Here Kia Motors Ad
Vodafone also aired similar kind of advertising featuring funny ZooZoos characters. Each day the ZooZoos appeared in different situations each depicting a specific service that the Vodafone provide
Watch Here Vodafone Zoo Zoo Ads
Marks & Spencer is doing its shwopping (shopping + swapping) campaign which suggest that before you rush out to buy, you choose somethingfrom your closet to recycle
M&S make this easy through partnership with Oxfam
Neiman Marcus and Target
teamed up and decided to advertise on ABC’s drama series Revenge featuring the same actress and theme in its ad
Generally consumers have devices and desire to filter out ads and skip. So if Ads are merged with contents surrounding them it is hard to skip them.
Due to Chhota Bheem’s popularity many brand Joined with it, producing mini ad series
Kellogg’s chocos COCO with Chhota Bheem
Watch Here "Coco and Chhota Bheem"
RECAP
Ways to make creative Ads
1. Variation on a Meme: Wonderful Pistachios2. The Ad as a Game: Coca-Cola China3. Collaborating with the crowd: Oreo Cookies4. Just enough humor: Kia Motors America5. A new social movement: Marks & Spencer6. Ads that “Go Native”: Neiman Marcus & Target
Disclaimer
Created by Khemendra Raj Pingoliya, IIT Kanpur
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com