How effective is the creative?
Brands can buy awareness but not ‘buzz’, which can only be achieved by investing in creativity
A tinge of creativity with a bunch of effectiveness transforms a good idea to great work. In this rapidly changing environment, brands have enormous opportunities to engage with customers through the digital medium. A powerful creative idea creates buzz through the medium driving effectiveness. Experts feel that it is an era of effective creative. A recent study revealed that brands can buy awareness but not ‘buzz’, which can only be achieved by investing in creativity. As David Ogilvy puts it, “What you say in advertising is more important than how you say it.”
The study also revealed that the more creatively awarded a campaign, the more effective it becomes because greater creativity enables greater consumer engagement. Even, creatively awarded work with lower levels of excess share of voice (ESOV) had a greater effect on business than non-awarded ones.
Sanjeev Bhargava, Managing Partner, JWT Delhi stated that the more quantified and specific a creative, the more effective it is.
From outfoxing Pantene by Dove’s ambush marketing and Ceat’s way of mocking the idiots on streets to Nike’s love for the nation through Bleed Blue and Cadbury’s sweet effort to embark on a new journey with Shubh Arambh, the campaigns have broken the clutter and produced work that has creativity coupled with enormous effectiveness.
According to Sudha Natrajan of TMC Corporation, effectiveness in creativity and advertising can be relatable to a marketing objective being met and to significant results happening because of the campaign. The result can be on sales or an important brand matrix seen going up.
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group shared that effectiveness in creativity is becoming an expectation, if not a demand. “When the cost of rupee is so high as far as the budgets are concerned, you would want to see how much juice you can squeeze out of your marketing budget,” he added.
According to him, there could be qualitative and quantitative effectiveness depending upon the brand’s objective. Qualitative aspects would be brand-related creating greater empathy, consideration and awareness. However, quantitative aspect talks about sales and market share. There needs to be a healthy mix of both to drive engagement.
Some of the very effective campaigns have helped in brand recall and sales of the product. The ‘Dare to do the new’ campaign by DraftFCB Ulka for the launch of Tata Docomo resulted in Docomo exceeding its targets by more than 300 per cent in the first nine months and Tata Teleservices accounted for the highest net addition in terms of subscribers. In case of western markets, Virgin Atlantic's 2009 campaign, which was an emotional reinstatement of everything it had stood for over the last 25 years, delivered a return on marketing investment (ROMI) of 1000 per cent during recession.
Anil Dua, Senior Vice President Sales and Marketing, Hero MotoCorp said, “Effectiveness in creativity is about sustainable results, so if you don’t deliver on results and the business does not grow, then the primary purpose of creativity is lost. It has to translate into business and market share growth.”
Experts are of the view that market share is a competitive matrix as opposed to just the sales growth so brands should focus on gaining more and more market share by ensuring effectiveness in creativity.
Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India said that one cannot force a person to buy something, one has to excite a person to buy it and this is the role of an effective creative. Advertising and creativity is about selling whether it is a concept, product or service and creating awareness.
There are various categories of advertisers who are effectively designing creative strategies to create buzz and enhance interactivity. The industry feels that the telecom, automobiles and FMGG category are doing phenomenal work. Sharp segmentation in the FMCG category with purposeful advertising has helped in the growth.
“I think advertisers who are not focussing on one media but looking beyond it with clarity of ideas have created some of the most effective strategies,” said N Rajaram, Chief Marketing Officer, Airtel Centre.
On being asked about the trends in 2012, experts feel that the year has been tough with conservative spends and milking in markets that the companies are already functioning rather than expanding across categories. The year has witnessed a lot of media properties coming up with content becoming very critical. Communication is becoming broad-based and gone are the days of just throwing a TVC. Clients and agencies are open to thinking beyond a TVC with advent of digital and experiential marketing. They expect the coming year to be more ambitious, experimentative and expansionist as far as marketing is concerned.
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