The point is that sometimes creativity can provide an edge that data simply won't give you.
Marketing (an Australian magazine) offers another good example: Tesco's clever transit advertising campaign in South Korea, featuring posters lined with shelves and products just like a real Tesco market (see photo above). Commuters use their mobiles to scan and order products from the ads.
What these successful examples have in common is their ability to combine creativity with marketing strategy. The Cadbury gorilla was all about attracting attention and creating a mood; the Persil campaign connected with parents' feelings about children enjoying playtime; the Johnnie Walker campaign reinforced the product's status; and the Tesco campaign added both novelty and convenience.
Creativity + strategy = results.
