HBR article : creative that cracks the code

1. Creative that
cracks the code

2. World is filled with Non Artistic and
Unimaginative adds

3. Advertising has flipped to
All Science and No Art

4. But consumer need persuading
So creativity won’t ever cease

5. The power of
MEME

6. Splintering of media channel has
made it hard to claim mindshare by
brute force

7. Campaign utilized power of memes and
showed more creativity

8. Highly successful yielded
233%
increase in sale

9. People pay attention to subsequent
versions of released meme

10. Analysis of 30 viral YouTube video to
find major commonalities

11. Perfect recipe
Ordinary people
Flawed masculinity
Humour
Simplicity
Repetitiveness
Whimsical content

12. The AD as a
GAME

13. Plenty of Advertising is already
embedded in electronic games

14. New wrinkle is gaming can be
embedded in advertisements

15. Coca cola china developed its
AD as a game

16. Downloaded 380,000 times in first month
Exposure to AD exceeded 9 million views

17. Collaborating with the crowd
CROWD SOURCING

18. Crowd sourcing is a way to get
fresher and better ideas

19. Oreo started the
Daily Twist Campaign

20. Launched a
100 day cookie design
pegged to each day’s NEWS

21. Sharing of Oreo’s FB page
rose by 4400%
compared to 3 month
before

22. Add enough
HUMOR

23. Kia motors America
featured their AD with
hamsters to add
fun element

24. Researches suggest, this might be their
product selling success

25. A new
SOCIAL MOVEMENT

26. Socially responsible goods
cost more to produce
Translates to high prices

27. Socially responsible marketers
use their messaging power to
persuade customers

28. Marks & Spencer’s
Shwopping campaign

29. Choose something to
recycle from your closet
before you shop

30. If movement catches on , they hope to make
$350 million per year

31. Ads that go
NATIVE

32. Ads have greater
attention when
inseparable from the
content that surrounds
them

33. Utilized this concept
Had product placement in
films, magazines ,TV shows and
games

34. An example

35. Srishti Chaturvedi
Indian Institute of Technology
Kanpur
B.Tech Student