18. The Prize Winner of
Defiance, Ohio
A memoir of 1950s
America in which the
author’s mother writes
advertising jingles for
contest after contest
19. 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”
20. “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
22. • 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.”
23. Sharing of Oreo’s Facebook page rose by
4,400% compared with the three months
before the campaign’s launch
25. • Campaign launched to celebrate
Maggi’s 25 years in India
• Consumers were invited to share
moments of joy that Maggi brought to
their lives
• Ads featured Amitabh Bacchhan
along with consumers who related
their Maggi moments
In Indian context
26. Aim of the campaign
• To create an emotional connect with the
public
• To increase target audience to all age
groups, from just children
• Create storytellers out of everyday people
In Indian context
28. • Tanishq Mia invited the public
to create jewellery designs for
Tanishq Mia- a jewellery brand
for working people
• Top 10 entries would get Rs
1,00,000 each and a chance to
cocreate the next Mia collection
In Indian context
29. • Campaign aimed at
increasing awareness about
Mia among the young
population and allowing
people to cocreate their
designs
• The campaign received 3000
ideas and 40,000+ votes
In Indian context
31. 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
34. Attracted over 322,000 shares and 1.5 million views
This viral video brought attention to the brand.
It is the humour of dancing squirrels and the use of a
popular Hindi song that drew the shares
In Indian context
35. It is a superlative
balance between
great story, great
entertainment and
great branding.
Zoozoo effect: 7% of
Vodafone’s service
revenues came from
data browsing in 2013
In Indian context
36. Zoozoo became a hit in no time. Just within 15 days of
the release of the first ad, zoozoos were all over the
place
Zoozoo is an imaginary character created by
Vodafone's agency Ogilvy India. Vodafone wanted to
promote its value added services and for that it
wanted a character to form a link between their
various ads.
In Indian context
38. • Sustainable practices by
companies translate into higher
prices of finished goods
• Marketplace doesn’t reward
sustainability
A New Social Movement
39. 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.
40. • Old computers and electronics generate huge e-waste
• Bangalore alone generates 18000 tons of e-waste each year
• Many e-waste recycling startups have come up which extract viable parts or precious metals
like Gold, Silver and Selenium from e-waste
• Flipkart and Snapdeal have mobile handsets exchange programs frequently.
• Some are sold to mobile phone resellers and gold, silver and parts are extracted from others.
In Indian context
42. • 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
43. • Designed to create an air of
tradition, grandeur, festivity
around Tanishq
• Joint promotion of Tanishq
and Paheli
In Indian context