Campaigns

Nothing is more
efficient than creative
advertising.
Creative advertising is
more memorable,
longer lasting, works
with less media
spending and builds a
fan communityfaster
As long as
companies are
selling,
consumers will need
persuading and
creativity of

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1. Wonderful pistachios get crackin campaign

Running since 2009

Celebrities, pop culture

figures and internet
memes

How to open pistachios

Reason of success

Simplicity
Humor
Coverage
Branding
Familiarity without
ego

EVALUATION OF THE AD CAMPAIGN

Appeal

Emotional aspect of
product

Communicatio Liking
Ease of consume
n Objective
Theme
Ad Execution
Format

Humor

Borrowed Interest

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SIMILAR AD CAMPAIGNS
'Y U NO' Guy became the star of a 4-week long
which resulted in increase in search and new
customers

Virgin Media effectively used

the SUCCESS child ad
campaign

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2. Coca cola chok campaign

Asias First Ever Interactive Gaming

Promotion

A campaign that could build real

connection between the audience and
traditional TV

Enabled users to interact with TV in oneway with enthusiasm and excitement

4 lakh download in 6 weeks with 9 mn

frequency; 12.5 % increase in sales of
Coke

EVALUATION OF THE AD CAMPAIGN

Appeal

Product feature

Communicatio Liking
Involvement of consumers
n Objective
Theme
Ad Execution
Format

Adventurous
Excitement
Slice of life

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SIMILAR AD CAMPAIGNS
To promote My Airtel App to prepaid customers
Quick and fun way of availing best recharge deals

Similar application from Snapdeal

Encourage adoption of applications

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3. Oreos daily twist campaign

Part of Oreo's yearlong 100th

birthday celebration

Each daily image has focused

on an event as illustrated
through Oreos

Ended with campaign

Invited entries from public

EVALUATION OF THE AD CAMPAIGN

Appeal

Product popularity

Liking
Communicatio
Active discussion of
n Objective
consumers

Theme
Ad Execution
Format

Attachment with Orio

Slice of life

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SIMILAR AD CAMPAIGNS
Invited consumers to make 30 seconds
commercial

Consumers were invited to share their Maggi

moments
Positioned as a source of happiness

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Hamster Ad Campaign
Just Enough Humor
Fun little ad for its Soul model car
Tried to evoke brand awareness through use of humor
Increases purchase intention through visibility of brand
Resulted in double digit growth in car sales

NEIMAN
MARCUS

EVALUATION OF THE AD CAMPAIGN

Appeal

Emotional aspect of
product
Joy/pleasure

Liking
Communicatio
Active discussion of
n Objective
consumers

Theme
Ad Execution
Format

Humor

Borrowed Interest

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SIMILAR AD CAMPAIGNs
'Happy to Help' series by Vodafone in 2008 IPL 1
Zoozoo launched in IPL 2 ; customized ads to provide humorous
info about each VAS launched
25 ads totally launched; lasted throughout IPL

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5. Marks & Spencer new social mov

ement
New Social Movement; Spenser is committed to sustainability
Spenser is doing shwopping, conflation of shopping and
swapping
Program generated $3.7 million
Companies are using messaging power to change consumer
attitude and behavior in long term

Socially responsible goods cost more, so shopper dont remain

persuaded in short term

EVALUATION OF THE AD CAMPAIGNS

Appeal

Consumer oriented appeal

Price appeal

Awareness
Communicatio
Inform consumer about
n Objective
product

Theme
Ad Execution
Format

Seriousness
Concern about society
Slice of life

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SIMILAR AD CAMPAIGN
P&Gs purpose of touching and improving the lives of consumers now
and for generations to come. They define sustainability broadly at
P&G to include both environmental sustainability and social
responsibility
P&Gs CSR ProgramShikshais an integral part of global
philanthropy program - Live, Learn & Thrive
The program has built & supported over 140 schools across India, in
partnership with NGOs
Shikshasvision is to help India get to 100%Shikshasomeday

http

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6. Neiman Marcus Go Native

Content provider maintain uneasy alliance with advertiser
Ad generate greater attention when it is hard to separate from
context that surround it
Bring success for both advertiser and context provider
Product placement can be done in films, TV shows and games
Retailer Target and Neiman Marcus teamed up with ABCs
dramaRevenge

https://www.youtube.com/watch?v=Bfg-xGlypko
https://www.youtube.com/watch?v=SAh3aBrSfWc

EVALUATION OF THE AD CAMPAIGN

Appeal

Consumer oriented appeal

Price appeal

Communicatio Action
n Objective
Theme
Ad Execution
Format

Prestige

Lifestyle

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SIMILAR AD CAMPAIGN
Hrithik Roshan played role of Krisshexclaims to a child, who had
superpowers. He said, If you want to become like me, drink
Bournvita, delivers hard sales pitch for Bournvita in Koi Mil Gaya
Minimum of 7 scenes where Bournvita was either offered to a guest
or was placed on the dining table for the world to notice.
Hrithik plays up the benefits of Bournvita when hes offered tea or
coffee, and near parrots the products advertising baseline

References

Theme objective appeal

http://
www.hollywoodreporter.com/live-feed/revenge-gifts-fans-co
mmercials-series-387854
http://
www.desimartini.com/news/bollywood/product-placements-b
ollywood/article10333.htm
http://www.slideshare.net/ProfessorMathur/productplacements-the-case-of-bollywood-movies