Innovation in advertising- 2 great case studies

Scrambling for ideas for your next advertisement? Advertising lets you showcase how your business or organisation shines, so reflect this in how you design your campaign. To be effective, advertisements must have innovation. Easier said than done sometimes- but there are some great advertisements out there which can serve as inspiration to any advertiser or marketer.

Here are two case studies which show innovation in advertising:

Simon & Schuster: Sending out preview pages of a young adult novel

Great advertising doesn’t just get sales: it provides a benchmark for the rest of the industry to follow. In October 2010, Simon & Schuster changed the game for book advertisements by implementing mobile marketing into their campaign for Becca Fitzpatrick’s young adult novel, ‘Crescendo’. By adding an SMS keyword to the novel’s print advertisement, Simon & Schuster enabled readers to text in to receive a preview first chapter. The call-to-action was as follows: “Text ANGELS to 19 33 33 to read a first glimpse of Crescendo and download exclusive wallpapers.”

As their first use of mobile marketing, this campaign was successful, receiving many text responses and also increasing website traffic. Anabel Pandiella, Head of Marketing and Publicity at Simon & Schuster, notes that adding an SMS keyword to their advertising was a great innovation. “We’re always looking to do extra things for consumers, and to push ourselves that one step further.” This case study shows that by constantly pushing advertising to greater heights, businesses and organisations can become regarded as leaders of the pack.

Leading Edge Computers: Tripled response to computer giveaway competition

However creative it is, advertising still needs to bring results, but there are a range of factors affecting how effective an ad will be. A major factor is accessibility. By making it as easy as possible for audience members to connect with advertising, a higher response is likely. This was seen in Leading Edge Computers’ 2010 competition advertisement which aimed to increase accessibility.

Leading Edge Computers added an SMS keyword to their advertising catalogue. The catalogue featured an SMS call-to-action for their competition: “You could win a Toshiba 3D Gaming Notebook. SMS ‘LEC’ to 19 33 33 to automatically go in the draw to win!”

The response was impressive. From the SMS keyword, Leading Edge Computers received three times the usual number of entries to their competitions.

Advertising innovation

If you aim to increase generation of sales leads from advertising, innovation is key. These two case studies show how inventive ad design and an SMS keyword can be used to connect with customers in new ways. Hundreds of websites and blogs are dedicated to discussing interesting ads. Which ads do you think are the most innovative, and why?

This article was written by Andrew Campbell, the Country Manager of TXT2GET, a leader in SMS keyword campaigns. For more examples of innovative advertising, take a look at other TXT2GET case studies.

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