creativity in advertising-a havard business article
TRANSCRIPT
Key to success in advertising
“Nothing is more efficient than creative advertising. It is more memorable, longer lasting, works with less media spending, and builds a fan community faster.” - Success mantra
by Stephen VogelCCO of Ogilvy & Mather Germany
Creative advertising is more memorable, longer lasting, Works with less
media spending and builds a fan community faster
Originality
• It measures how uncommon or unique the responses are•Adding elements that are rare, or surprising or that move away from the obvious and commonplace
Flexibility•The ability to develop diverse possibilities or ideas across different lines of thoughts•An ad scoring high on flexibility smoothly links the product to a range of different uses or ideas
Elaboration
•Unexpected details or extend simple ideas so that they become more intricate and complicated
•Does the ad contain numerous details?•Does it extend basic idea and make them more intricate?•Does it contain more details than expected?
•Does the ad connect objects that are usually unrelated?•Does it contain unusual connections?•Does it bring unusual items together?
Artistic value•Aesthetically appealing verbal, visual or sound elements•Customers often view the ads as almost as a piece of art rather than the blatant sales pitch
• Is the ad visually or verbally distinctive?•Does it make idea come to life graphically or verbally?• Is it artistic in its production?
Quantification of each dimensions
(relative to the overall average creativity of 1.0)
• Elaboration- 1.32• Artistic value-1.19• Originality-1.06• Flexibility-1.03• Synthesis-0.45
Airtel “Har ek friend” ad campaign
• It was one of the most catchy viral-ad-campaign•The ad was able to gather more-than the expected fan following•So popular is the jingle, Har ek friend jaroori hota hai
•The brand was able strike a chord with the urban youth- a major chunk of their target customers•Massive number of downloads, status updates, airtel song sharing in social media
Amul Print ad campaign
•Amul has made itself the longest running print ad-campaign in the world• It features a chubby angelic moppet who has been gracing Indian hoardings since 1967
•From the political and sporty, to spicy bollywood scams, the brand creatively covered them all•The USP of their product in fitted in a subtle sarcastic manner• It keeps consumers hooked and asking for more
Vodafone Zoozoos
•Vodafone created alienic creatures zoozoos which were cute and humorous • they delivered messages about one VAS daily•Was launched in 2009
•Ads helped to increase brand consciousness, brand image and sales•They came up as treat to millions of their facebook fans
Flipkart •The online marketing forum had come up with an interesting, never seen before concept• It was in order to cut across the fraud online marketing clutter and establish their brand as a reliable platform for online sales
•The concept of kids walking in adults’ shoes•Kids are shown in various set-ups and discussing easy shopping attributes of flipkart
Pepsi•Mainly targeted youths• It uses youth icons-young actors, sportsperson as brand ambassador•Uses taglines- “Hinglish taglines”,to create a youthful brand
•A rupee invested in highly creative ad campaigns, on an average , nearly doubles the sales impact of a rupee spent on non-creative campaign
•Effect of creativity differs with product category. It may have no effect or even decrease sales in some cases
Disclaimer
Created by Smriti Mishra,G.E.C Rewa, during an internship
by Prof. Sameer Mathur,IIM Lucknowwww.IIMinternship.co
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