CREATIVE THAT CRACKS THE

CODE

IT HAS BEEN A DECADE INTO INTERNET-DRIVEN ADVERTISING REVOLUTION..

BUT WHAT DOES IT HAVE?

THIS ?

AND THIS?

REEEAAAAALLLLLYYYYYY?

NO…PLEASE

ADVERTISING HAS FLIPPED TO ALL SCIENCE AND NO ART

BUT WHAT SELLS?

CREATIVITY

MEMES WORK AS GREAT ADS..

WHILE THESE MEMES GOT FAMOUS…

“WONDERFUL PISTACHIOS” USED IT TO THEIR ADVANTAGE.

Their ad featured……

AND HIM

WHEN HIS SONG GOT VIRAL…

THEY DID THIS.

THEN, THEY FEATURED IN THEIR AD.

SNOOP DOGG TOO!

BASICALLY, GRAB THE FAMOUS.

NEXT IS ABOUT COCA COLA..

THEY MADE A TV-MOBILE GAME

YOU KNOW WHAT THAT RETURNED?

THE APP WAS DOWNLOADED 380,000 TIMES IN THE FIRST MONTH

AND THE EXPOSURE TO THE AD

EXCEEDED 9 MILLION

BOTTOM LINE, INTEGRATE WITH ADVANCING TECHNOLOGY.

LET’S TALK ABOUT OREO

THEY INVITED IDEAS FROM “THE CROWD”

THE CROWD VOTED FOR THIR FAVOURITE DESIGNS PEGGED TO EACH DAY’S NEWS

RESULT?THE SHARING OF THEIR FACEBOOK PAGE ROSE BY 4,400%

PLUS, THEIR SALES INCREASED TOO!

NOW, WE HAVE KIA MOTORS AMERICA.

THEY BROUGHT IN THESE SMART HAMSTERS

AND SHOWED THE VIWERS A “NEW WAY TO ROLL”

THIS CAMPAIGN IS CREDITED WITH SPURRING

MULTIPLE YEARS OF DOUBLE-DIGIT GROWTH IN U.S.

BOTTOM LINE, USE HUMOUR WELL AND AT THE RIGHT TIME.

MOVING ON TO

THEY HAVE INTRODUCED SHWOPING

MEANING..

WHEN YOU BUY SOMETHING NEW, YOU DROP OFF SOMETHING THAT’S OLDER.

THEY’LL GIVE IT AWAY TO OXFAM

WITH THIS, THEY’RE EXPECTING A 350 MILLION A YEAR SOON.

BOTTOM LINE, STARTING A NEW SOCIAL MOVEMENT HELPS.

LET’S TAKE A LOOK AT THE INDIAN ADS THAT CAPTURED THE AUDIENCE OR FAILED TO DO SO..

AIRTEL

“HAR EK FRIEND ZAROORI HOTA HAI”

IT CONNECTED THE YOUTH ALMOST INSTANTLY

EVERY YOUNGSTER HAD TO SING THE SONG

BUT, IT DIDN’T SEEM TO WORK OUT MUCH..

WHY?

TOO MUCH ENTERTAINMENT.

SINCE THEY FAILED TO DO SO, IT WAS MORE LIKELY THAT PEOPLE REMEMBERED THE SONG AND NOT AIRTEL.

WHILE…..

“WHAT AN IDEA , SIRJI?” DIDN’T DO SO AND TURNED OUT TO BE

VERY SUCCESSFUL.

BOTTOM LINE, CREATIVITY MUST BE AT IT’S BEST AND THE MAIN MESSAGE TO BE DELIVERED MUST NOT BE FORGOTTEN.

THANK YOU

Created by Shravya Ramesh, SVCE Chennai, during an internship by Prof. Sameer Mathur, IIM Lucknow.