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HBR Article

Some advertising strategies developed

over the years which proves that an

effective advertising is a proportionate

mixture of creativity and science. The following advertisement strategies

had a clever idea at its core, an

element

that is new and

deserves to live on.

Variations

on a Meme

Wonderful

Pistachios

The Ad as a

GAME

Step 1 : Download the App

Step 2 : Wait for the TVC to air at 10p.m. each night.

Step 3 : Chok, or swing the phone to catch instant prizes

from your TV screen.

#1 download in app store on launch day

- 380,000 downloads in just one month

- Over 9 million times combined

viewership on TV, Youtube and Weibo.

(That’s 1.28 times for every man, woman,

child and teen in Hong Ko ng.)

Collaborating

With the Crowd

Nabisco’s “ Daily Twist” campaign

-Launched a 100- day series of cookie designs

pegged to each day’s news.

- Invited people to nominate news pegs every

morning and to vote later in the day for their

favorite designs.

-Anyone could offer up thoughts a the bar for

the participation was so low .

- Sharing of Oreo’s Facebook page rose by 4400% with in three months

Delhi Traffic Police’s Facebook page is a good example of

Crowdsourcing. It has helped the police in addressing various citizen

queries and problems, along with spreading awareness regarding various

road traffic and safety rules.

Just Enough

HUMOUR

Kia Motors America

Advertisement

-Kia Motors aired a fun little ad for its Soul

model car.

Showing roads filled with hamster wheels to

evoke drab mindlessness of typical daily

commute, while a Soul drove up along side

and slide down its window showing hamsters

in the car chilling to their hip tunes.

A New

way To

ROLL !!!

A New SOCIAL

Movement

A New Social Movement

-“socially responsible” goods cost more to

produce than

alternatives.

-The “shwopping” campaign, which

suggests that before you

rush out to buy the

fashion, you choose

something from your

closet to recycle.

- The M&S can’t afford to be irresponsible.

- When its customers start

to value sustainability, it

stands to win big.

Amul advertisements

carry the essence of

India and showcases

whatever happening

around.

Ads that

“Go Native”

-Nieman Marcus advertised

on ABC’s drama series Revenge.

-They hired the show’s cast to perform in five- long form

commercials. - The ads were

unquestionable as the

Target – Nieman and

Marcus line was prominent in them and by borrowing all

elements the viewer had

enjoyed the concept of

“story with in a story”.

Created By Dishi Arora, IIT Guwahati,

during an Marketing internship

under the guidance of

Prof. Sameer Mathur, IIM Lucknow,

(see www.IIMInternship.com )