creative that cracks the code(hbr article)
TRANSCRIPT
Spotlight on the Future of Advertising
Julia KirbyHBR editor
CREATIVE That Cracks the CODE
Spotlight on the Future of Advertising
WONDERFUL PISTACHIOS
Variations on a MEME
Wonderful
Pistachios ads
include memes
which went viral on
You Tube
CoCa-Cola China THE AD AS A GAME
Plenty of advertising
is already embedded
in electronic games.
The COCA COLA
CHINA showed that
gaming can be
embedded in ads
OREO COOKIESCOLLABORATING WITH THE CROWD
Nabisco’s “Daily Twist” campaign for Oreo cookies focused on maximizing engagement
Sharing of Oreo’s Facebook page rose by 4,400% in 3 months time
KIA MOTORS AMERICA
JUST ENOUGH HUMOR
Entertainment evoked after the consumer sees the brandINCREASES PURCHASE INTENT
In March 2009, KIA MOTORS AMERICA aired a fun little ad for its Soul model car
MARKS and SPENCER
A NEW SOCIAL MOVEMENT
Before you rush out to buy the latest fashion, you choose something from your closet to recycle
SHWOPPING (a conflation of “shopping” and “swapping”)
NEIMAN MARCUS and TARGET
ADS THAT “GO NATIVE”
They hired the show’s cast to perform in character in five long-form commercials
There is a
BIG difference between ads that travel into native territory and ads that go native
FLIPKARTJUST ENOUGH HUMOUR
The new campaign draws inspiration from real life as all stories are based on customer feedback
The charmingly witty ads use children in the role of adults.
Godrej CHOTAKOOLCOLLABORATING WITH THE CROWD
An innovative product that provides the benefits of a refrigerator at a low price, has been co-created with customers
GODREJ developed an innovative solution in the form of a mini-refrigerator-
the CHOTUKOOL
As long as Companies are Selling, consumers will need
persuading—and the Creativity of Advertising will NEVER cease.