Effie Awards Advertising awards founded in 1968 by New York American Marketing Association(NYAMA) Effie – the word Effectiveness, a desirable trait in advertisement Mission: To recognize, educate and encourage effectiveness among the marketing communications industry Effie Worldwide Inc. – July,2008
Category : Consumer ProductsA : Cosmetics and ToiletriesGillette Mach3 – W.A.L.S (Women Against Lazy Stubble)Agency : BBDO India Pvt. Ltd.Client : Gillette India LimitedGold
Objective Increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor(Rs.199 to Rs 125) so as to encourage men to sport the clean shaven look more often.
Campaign – Three stages 1) Launch of W.A.L.S. via a press conference with the support of the celebrity actresses – first in Mumbai (NW India) and then Chennai (SE India). 2) A follow-up campaign via featurestories in broadcast, print media, online shaving contests, activation booths inleading malls and on Facebook. 3) A mass Shaveathon
Analysis Increasing influence of women in Indian culture Pitching women’s desires against those of stubbly boyfriends and husbands Changed the perception that stubble looks cool and desirable to women Connection of low involvement category (Gillette Mach3) with target audience
Sales increased from 7.7 million Mach3 packs in November 2009 to 18.4 million packs in December 2009 , quarter sales target achieved in just 15 days of the campaign.• ROI recorded as 22 times the marketing spend
Became no.2 mango drinks brand, overthrowing Frooti.
Volumes went up by +32% - July’10 (Source : Advertiser Data)
Appeal for Slice increased by 18 points in May’10, matching the gain of market leader Maaza (Source : Millward Brown)
Significant improvement in brand KPIs in July’10 compared to July’09
Created disruptive excitement in the category and celebrated mango indulgence
Category : Consumer ProductsC: OTHERSTanishq – Jewellery that makes you want to marryAgency : Lowe LintasClient : Titan Industries Ltd.Gold
Objective To make a serious offering in the wedding market by appealing more to the parents of the prospective bride and hence grow over by 30% in sales in the course of the entire wedding period To grow by 30% on Akshya Tritiya Day, the most auspicious day for jewellery purchase
Analysis Perceived as a brand for modern jewellery, not preferred during traditional occasions Wedding jewellery is usually bought by the elders The jewellery market in India - Rs. 100000 cr The wedding jewellery market - Rs. 40000 cr Leveraged on the idea that a modern girl is not in a hurry to get married The sentiment of a woman to look the most beautiful on her wedding day
Result 57% increase in sales on Akshaya Tritiya, the single largest gold purchase day in India over the previous year’s sales 36% growth in the wedding season of April – June over the previous year’s wedding season sales, without factoring in new shop openings and gold price inflation 25% increase in “preferred wedding jewellery” association with the brand
CATEGORY : CONSUMER DURABLESA: AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATEDPulsar MTV Stunt Mania Agency: Ogilvy & Mather Pvt. Ltd. Client: Bajaj Auto Ltd. GOLD
Objective Reclaim losing leadership and grow volumes by at least 50%.
Campaign Pulsar MTV Stunt Mania – India’s First and Biggest Reality Show. India’s most popular youth channel MTV hosted the show MTV signed on most respected and revered stunt Guru: Allan Amin to host the show along with VJ Deepti Gujaral.
Analysis Pulsar’s DNA was pure performance. Behavior change for the entire mass of young bikers. Unlocked the true potential of Reality TV E.g. Hero Honda sponsored Roadies vs Bajaj sponsored MTV Stunt Mania
Sales doubled to 106%(26,675 to 52,022). Market share in the performance segment grew by an impressive 43% (32% to 46% ). Pulsar MTV Stunt Mania became Young India’s favorite reality show Brand got TV visibility worth Rs. 535 crores against the investment of 4.2 crores. Result
Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “MAIN BHI COACH”. One team. A Billion Coaches.Agency : JWTClient : NOKIA INDIASilver
Objective To create strong impression on the cricket platform by keeping the consumers engaged with the brand during IPL. Opening an interactive channel between Nokia, KKR and its fans across the country Pull in the not so avid cricket fans
Campaign Invitation to become the coach by SRK himself Spreading the message everyday! Engaging Change
Analysis The key twist in the program design: Different Strokes for Different Coaches The creative expression “Main bhi Coach” truly epitomized the “Couch Coach” aspiration of every Indian
Result TNS + DOMOR survey: more people thought of Nokia before Pepsi or Airtel during the IPL Nokia + KKR enjoyed the highest figures for recollection of brand association Nokia achieved 30% unaided recall making it the second most recalled brand in the IPL! A phenomenal 3.4 million responses were from unique consumers – i.e. 38%!
Result Online engagement was a success Over a million hits on the website in over a month An average of 7.42 page views per visit An average of 4 mins spent by each surfer It became the talk of the virtual world 15,000 conversations were triggered 12,617 page views fenerate Over 7,000 fans all over social media sited
Grand Effie : DRAFTFCB Ulka Advertising Pvt. Ltd.Ad Campaign : Tata Docomo – Dare to – Do the NewEffie Client of the Year : TATA Teleservices Ltd. 2 Golds and 1 Bronze Tata DoCoMo – Dare To - Do The New
“ Do more every second. Life is all about making every second count “
Analysis “Why pay per minute when you can pay per second” - the problem was not of the bill or the tariff but the feeling of being cheated The media evolved an approach which was completely ‘Un-Telecom’ like Innovative and low cost strategies
Got 30 million subscribers as on 31st March 2010 Within 6 months, became the no.1 brand in terms of net additions for the period June 2009 to July 2010 In less than a year, became the no.3 brand on various mindshare and image parameters ‘Do The New’ Community enrolled 1Mn fans online TTSL forced the other brands to relook at their Pricing Strategy, Pay per second became the new pricing norms Result
Category : ServicesB: FINANCIAL SERVICES, INCLUDING BANKING & INSURANCEAviva – The Great Wall of EducationAgency : BBDO India Pvt. Ltd.Client : Aviva Life Insurance Company India Ltd.Bronze
Objective To increase the Total Awareness score of the brand from 76% to 90% in an over-competitive but low interest category, i.e. Insurance To achieve Top Of Mind Awareness levels at par with those of older giants like ICICI Prudential and HDFC Standard Life
Campaign – “The Great Wall of Education” The powerful emotion of guilt at ignoring hundreds of street children gave birth to this campaign India’s largest wall of books - donated by citizens for underprivileged children 5 day activity for the week of Nov 11 capitalizing on two red letter days Invite-Engage-Amplify strategy using national press, radio, Facebook to create a buzz The honorable Education Minister of India, Mr. Arvinder Singh and the honorable Union Minister of HRD, Mr. KapilSibal came to donate books
Analysis Insurance is a negative word for most of the people Large, well known players are the choice of the few who seek insurance The category is severely commoditized, product offerings of all brands are at parity, adding to consumer confusion Aviva, a small new entrant aligned itself with pressing issue of children’s education Differentiation - “Education is Insurance” campaign moved the focus away from selling policies to guaranteeing education
Result 19% increase in Total Awareness score to 95%, at par with market leaders Top of Mind Awareness score up from 2% to 5%, at par with ICICI Prudential and higher than HDFC Standard Life Ranked 2nd in Top of Mind Awareness among TG of young parents in metros More that 1,23,000 books were collected and an entry was made in the Limca Book of Records
Result Books donated to 1,70,000 street children across the country Key influencers in government generated free PR worth Rs. 1,47,00,000 Mobilized thousands of citizens around a burning issue and created conversations around the brand Won a Gold at Spikes Asia 2010
Category : ServiceC: Others3 Idiots – The Complete Idiot's Guide to Movie PromotionsAgency : Mudra GroupClient : Reliance Big PicturesGold
Innovative Tactics Stickers reading Capacity: 3 Idiots pasted on the back of 10,000 auto rickshaws moving in the cities . Activation in multiplexes - Messages on the walls of washrooms, saying 'You are the fourth idiot‘ Chairs shaped like hips placed in the lounge area of multiplexes caught many eyeballs and users.
The Movie Inspired on The Super Hit Novel “FIVE POINT SOMEONE”…a Huge hit
Benefitted from the ready made Fan Following the book had generated.
The Movie Credits Controversy gave free Publicity to the Movie allowing the movie to stay in news.
Results 3 Idiots broke all box office records upon release In its four-day first weekend, the film netted 380 million, and broke the record. It is the highest-grossing Bollywood film. Awards – Best Film, Best Director, Best Story, Best Dialogue etc.
Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “Planet keRakhwaale”. Agency : JWTClient : NOKIA INDIAGold
Objective Regain declining market share Retain “leadership status” in the market Wanted people to become assertive and give away their old phones for recycling
Analysis Provoking a concern of environment and hence, the behavioral shift of consumer The cause of “Saving the environment” linked to the cause of “The future of our children” People followed their heroes- in this case- SRK
Result Over 5 lakh pieces of phones & accessories collected Adds up to 16 tonnes of recyclable waste Contributions from a massive 2.5 lakh unique individuals Earned the love & admiration of everyone Successfully managed to pioneer the E-green movement in India
CATEGORY : INTERNET ADVERTISINGIndian Panga League (1st July 2009 to 30th June 2010) Agency: Bates 141 Client: Virgin Mobile India GOLD
Objective BUSINESS 100 % increase in new subscriptions Increase the proportion of STD usage (minutes) to overtake industry average of 15%. BRAND Maintain brand awareness at pre-IPL levels despite not being present on the TV. Dominate youth conversation during IPL. A minimum 3 point increase on core attributes vs other brand aspirers Docomo and Airtel. Modern brand ,Innovative brand and Trendy brand Arrest the decline in Virgin Mobile’s imagery as a youth brand
Video banners across youtube,search engines, entertainment zones, cricket based websites
Films posted in various websites with video players like NDTV, MSN, etc.
Targeting e-mail databases from sports websites, channels and brands.
Stage 2: Allow and Aid virus to spread Facebook: IPL fan page link back to IPL site. Seeding of the TVCs on the teams’ fan pages and linking it to IPL site. Twitters: Live broadcast of the match updates followed by pangas.
Analysis Virgin mobile was in a Do or die situation Cricket was going online – Youtube signed its first international sports streaming deal, to broadcast IPL. Youth @ online – 31% internet users in 2009 (age group-19-24 yrs ) (Source : Juxt consultancy online research). Shifted from TV screen to the computer screen Ideal showcase for STD tariff – fans of 8 states taking pangas calling one another at STD tariff of 20p / min.
Result Acquisition: 129% increase in the new subscriptions within one month of launch. Proportion of STD minutes doubled from 15% to 30%, way ahead of industry average of 19%. Brand: 4 points increase in brand awareness against Airtel and Docomo’s dipped up to 5 point. Viewership of www.indianpangalegue.com - 1.5 mn in a month. Facebook: Fastest registration across industries; 2,590 fans in just 22 days. Twitter: 60,000 + exposure in just 29 days. Youtube: 1.35 mn views in just 50 days vs Aircel - 0.1 mn.