Creative that cracks the code
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This document discusses creative advertising campaigns from the past decade. It begins by noting the shift from art directors to data-driven "all science, no art" approaches. It then highlights 6 campaigns that stood out for their clever, creative ideas: 1) Variations on a meme, 2) Advertisements as games, 3) Crowdsourcing ideas, 4) Just enough humor, 5) A new social movement, and 6) Ads that blend seamlessly into content. Specific campaigns highlighted include National TV spots for Old Spice that increased sales 233%, an interactive game for Vodafone that engaged over 3.8 million people, and Oreo's user-generated "Daily Twist" campaign that boosted Facebook engagement
Creative that cracks the code
- 1. Creative That Cracks the code RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399 By Group 6
- 2. Are Advertisements Creative A decade into an internet-driven advertising revolution
- 3. ALL SCIENCE NO ART Ads no more come from drawing boards of great art directors Advertising has flipped to All Science and No Art
- 4. 6 Campaigns that stood out Why? Clever and Creative Idea at its core
- 5. 1 62 3 4 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 A MEME
- 7. National TV spots in its first year yielded a 233% rise In sales
- 8. THE AD AS A GAME
- 10. • Stunning Visuals • Narrative • Emotional Depth 3,80,000 downloads in the first month Exposure exceeded 9 million views
- 11. COLLABORATING WITH THE CROWD
- 12. The Prize Winner of Defiance, Ohio A memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest.
- 13. 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”
- 14. “If you focus on 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
- 15. The Daily Twist Campaign for Oreo Cookies
- 16. • In honor of 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.”
- 17. Sharing of Oreo’s Facebook page rose by 4,400% compared with the three months before the campaign’s launch.
- 19. KIA MOTORS AMERICA ADVERTISEMENT • 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
- 20. Double digit growth in sales Entertainment has cooperating effect with persuasion
- 21. VODAFONE
- 22. • Sustainable practices by companies translate into higher prices of finished goods • Marketplace doesn’t reward sustainability A New Social Movement
- 23. 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.
- 24. Ads that “GO NATIVE” • As technology to filter out ads advances, degree of permissible intrusion into content changes • Ads must seamlessly blend with content and not be seen as interruption