A case study on "THE CREATIVE THAT CRACKS THE CODE . - A Presentation by Sravya Tanmayee.

1. Harvard
Business
Review
Creative that cracks
the code

2. CREATIVITY ?
COPYING ??

3. CREATIVITY IS LIKE
PORNOGRAPHY
You know it when you see it.

4. CREATIVITY
IS
EFFECTIVE
NOVALITY.

5. Unlike many phenomena in science, there is
no single, authoritative
perspective or definition of
Creativity !

6. THE CREATIVE METHOD
is expressed from the inside out,
trying to make new things, and
forget there ever was a box.

7. It’s about the
ACTION
of creating something
that never existed.

8. It’s about the
CONNECTION
of this act to our
culture and humanity

9. It’s about
DEVIATION
from the default path
by forging a new one.

10. But…
Is it all over for Creative?
Ads no more come from drawing boards of great
art directors
Advertising has flipped to All Science
and No Art

11. Earlier web browser:
thoroughly polluted by mortgage-refinancing and
weight-loss adds.

12. Nowadays web browser:
filter-defying product placement, search-based ad
serves , real-time media bidding, and location-based
features.

13. EVOLUTION

14. THERE WAS A TIME WHEN BRANDS DIDN’T EXIST

15. According to commentators when ford model T* launched as FIRST
AFFORDABLE CAR the increased traffic became responsible for
explosion in road side advertisings.
THEN..

16. World’s first bill board built
in times square New
York.
Add-men claim that bill
boards are the ultimate claim
for brand awareness.
OUTDOOR ADVERTISING
1912

17. Display
1994
Adverts are sold on a CPM basis by calculating the cost of an
add divided by the audience size. Analysts measured the
amount of impressions served even though a user may not
have seen or clicked.

18. 2000
Consumers used to see upto 10,000 messages
a day.

19. The term cost per
engagement
is trademarked in order to
attempt to bring more
credibility and accountability
to add units.
Social advertising takes off
in 2008 when fb launched
engagement adds.
2006
SOCIAL MEDIA

20. 2010
PINTEREST
Pin interest launches a
closed beta in 2010.
By 2012 it was giving
more traffic to websites
than linkedin, fb, twitter
and you tube.

21. 2012
CHECK –IN’S
Checking in into venues is
still a top of
hot debate .
Driving customer into a
physical location as a result
of a social media interaction
is still the ultimate goal and
dream success metric for
many social brands.

22. 2015+ THE FUTURE?

24. IT IS NOT THE SURVIVAL OF THE FITTEST
ANYMORE, IT IS THE SURVIVAL OF THE
SMARTEST

25. The campaign started out conventionally,
using celebrities, and was highly successful. National TV
spots in its first
year yielded a 233% increase in sales.

26. Viral videos
Major Commonalities
• Ordinary People
• Flawed Masculinity
• Humor
• Simplicity
• Repetitiveness
• Whimsical Content

27. Variations on a Meme:
Wonderful Pistachios
Why jump on this Meme bandwagon?
Because that’s the appeal of memes: People don’t ignore
subsequent versions of memes.

28. THE AD AS A GAME

29. Plenty of advertising is already embedded in electronic
games.
The new wrinkle is that gaming can be embedded in ads—
perhaps the only hope of engaging some people’s interest
long enough to get a message across.

30. 1.Coca-Cola China
• Complicated execution of campaign.
• But, resulted in 3,80,000 downloads in first month.
• Exposure exceeded 9 million views.
Stunning Visuals
Narrative
Emotional Depth

31. 2.SO DID PEPSI...

32. 3.Collaborating with the
crowd:
Oreo Cookies
“Daily Twist” Campaign

33. 4,400% rise in sharing Significant increase in Sales.
OREO COOKIES

34. 4.Kia Motors America
Timing Counts
Entertainment Evoked-
Brand Awareness
Results
Double-Digit growth
in sales

35. 5.A New Social Movement:
Marks and Spencer
Shopping
Shopping + Swapping

36. 6.Marks and Spencer
‘Socially Responsible’ goods
Cost more that alternatives
Shoppers remain unpersuaded
Long Term
Customers start to value
sustainability
Company stands to win big.

37. 7.Ads That “Go Native”:
Ads enjoy greater attention when they are hard to
separate from the content that surrounds them.

38. Neiman Marcus and Target
“Takeover”
of Revenge TV Series
Hired show’s cast
for commercials
“Story within a story”
Ads were hard to skip

39. THE ZOO-ZOOS ADS

40. Vodafone
• Started with IPL 2- Going native?
• Hike of 4% in customer base- Result
• Replacing pugs, PETA awards- Socially
responsible act
• Zoo Zoos became more popular
compared to Vodafone- Backfire of
entertainment?

41. MTS Internet Baby
Commercial

42. Ramesh -Suresh advertisement was most
recollected. The advertisement was a big hit
but didn’t help with the sales!

43. Hathi Cement- Ghost Ad

44. PROJECT SHIKSHA - A SOULFUL
MARKETING EXERCISE :
Shiksha was among the biggest media
initiatives of its kind, with the objective of
increasing the sales of P&G brands in the lean
months when media support to most brands is
the leas.

45. CAMPAIGN MESSAGE:
Securing your child’s future through education.
The exercise intended to give the message,
“P&G gives you an opportunity to educate your
child free of cost,” to P&G’s consumers.

46. FINALLY...

47. Not to forget,
Indian Commercials
• Use of Meme’s
• No complicated content
• Creativity
• Humor and Entertainment
• Socially Responsible

48. IMPROVEMENTS?
• Given the huge population, Crowd Sourcing
has to be introduced.
• Ideas like “Ads as a Game” will be
successful because of the huge smartphone
base in India.
• Ads must open gates to engage with the
customers.

49. REFERENCES AND CREDITS
• Creative That Cracks the Code, a Harvard Business Review’s
marketing article by Julia Kirby
• Marketing Management – Philip Kotler
• http://thumbs.dreamstime.com/z/creative-business-concept-
businessman-working-laptop-35888471.jpg
• http://www.brainpickings.org/wp-
content/uploads/2015/03/jerthorp.jpg
• https://www.flickr.com/photos/coffeemademedoit/5833262551/in/pho
tolist
• http://i.ytimg.com/vi/W89rPKHYApM/maxresdefault.jpg
• https://cositssweet.files.wordpress.com/2015/10/talk-like-a-pirate-
cookie.jpg
• http://www.wakeupcampaign.co.uk/newsite/wp-
content/uploads/2015/05/Screen-shot-2015-05-05-at-11.19.03.png

50. A Presentation by Sravya Tanmayee

51. SRAVYA TANMAYEE, IIITDM-kancheepuram
during an intern by
Prof. Sameer Mathur ,IIM Lucknow

52. THANK YOU