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TECHSHASTRA (I) Pvt. Ltd.TV Off LIFE On Campaign – Activity AnalysisSurf Excel India and Surf Excel MaticDuration: 1st Feb...
ONTENTSSource: COAI What is TV Off Life On? Covering the Digital Ecosphere Website Activation Content Strategy on Face...
TECHSHASTRA (I) Pvt. Ltd.The Insight:Parents worry about kids spending too much time in front of TV & computer screens. On...
TECHSHASTRA (I) Pvt. Ltd.Parents worry about kids spending too muchtime in front of TV & computer screens.One half of the ...
TECHSHASTRA (I) Pvt. Ltd.Why does Surf Excel India encourage TV Off, Life On?Surf Excel believes that to really achieve ou...
TECHSHASTRA (I) Pvt. Ltd. The CampaignThe ‘TV Off – Life On’ aims to increase the awareness about the ill effects of watch...
TECHSHASTRA (I) Pvt. Ltd. Key Stages of the Activity• Facebook updates to create dissonance in the minds of moms about kid...
TECHSHASTRA (I) Pvt. Ltd. Covering the digital ecosphere• Dedicated page on the Surf Excel website leading users to Facebo...
TECHSHASTRA (I) Pvt. Ltd. Key Activities on facebook: Take a Pledge3000+ Pledgesfrom all over India
TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Ask the Expert50 Questions445 YouTube Video Views
TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Blog180 Entries Received
TECHSHASTRA (I) Pvt. Ltd.Snapshot of Activities on Facebook
TECHSHASTRA (I) Pvt. Ltd. Surf Excel India– Social Presence• Likes on the Page: 1,138,353• TAT: 29,092
TECHSHASTRA (I) Pvt. Ltd.More than 29,000 fans have joined our page during the campaignTOLO - Dashboard
TECHSHASTRA (I) Pvt. Ltd. Owned, branded images created amplification
TECHSHASTRA (I) Pvt. Ltd. TOLO - postsWe took different routes with posts to always keep the community engaged1 – 360 Degr...
TECHSHASTRA (I) Pvt. Ltd. Content shared by users on the wallMoms expressed their support for the campaign!
THANK YOU
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Surf Excel TV Off Life On Campaign

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Transcript of "Surf Excel TV Off Life On Campaign"

  1. 1. TECHSHASTRA (I) Pvt. Ltd.TV Off LIFE On Campaign – Activity AnalysisSurf Excel India and Surf Excel MaticDuration: 1st February to 15th March, 2013
  2. 2. ONTENTSSource: COAI What is TV Off Life On? Covering the Digital Ecosphere Website Activation Content Strategy on FacebookTECHSHASTRA
  3. 3. TECHSHASTRA (I) Pvt. Ltd.The Insight:Parents worry about kids spending too much time in front of TV & computer screens. One half of the day is spent in school while theother half is spent doing home-work. This leaves very little or no time for them to get out of the house and experience theoutdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children.Why is Surf Excel India encouraging TV Off, Life On!Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why theysay, daag achhe hai- the mother encourages the child to really experience nature without any worries about dirt and stains on clothes.In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it isencouraging mothers to switch off their TV sets and experience the benefits of being out of doors.The TV Off-Life On Campaign
  4. 4. TECHSHASTRA (I) Pvt. Ltd.Parents worry about kids spending too muchtime in front of TV & computer screens.One half of the day is spent in school while theother half is spent doing home-work.This leaves very little or no time for them to getout of the house and experience the outdoors,hence missing out on various outdoor activitiesthat impart key lessons and facilitates overalldevelopment in childrenConsumer Insight
  5. 5. TECHSHASTRA (I) Pvt. Ltd.Why does Surf Excel India encourage TV Off, Life On?Surf Excel believes that to really achieve ourpotential, human beings need to be free to experiencethe world. Which is why they say, Daag Achhe Hai!The mother encourages the child to really experiencenature without any worries about dirt and stains onclothesIn a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media rightnow, the third year it is encouraging mothers to switchoff their TV sets and experience the benefits of beingout of doorsThe Idea
  6. 6. TECHSHASTRA (I) Pvt. Ltd. The CampaignThe ‘TV Off – Life On’ aims to increase the awareness about the ill effects of watching TV and urgeparents to spend time with their kids, thus enriching the bond between Parents and Children, alongwith helping children to explore, imagine, visualize and grow
  7. 7. TECHSHASTRA (I) Pvt. Ltd. Key Stages of the Activity• Facebook updates to create dissonance in the minds of moms about kids’ excessive TV watchinghabits• Suggesting fun activities for moms & Kids to spend time together away from TV• Take a Pledge Application to urge moms to pledge their support for the campaign• Ask the Expert - moms get a chance to ask eminent psychologist Dr. Varkha Chulani about theirtop child related concerns• My Blog Contest – Invited users to share their own stories and experiences around TOLO
  8. 8. TECHSHASTRA (I) Pvt. Ltd. Covering the digital ecosphere• Dedicated page on the Surf Excel website leading users to Facebook & Twitter channels• PR articles & display banners on popular parenting websites frequented by the TG to amplify theTV Off Life On initiative to beyond the Facebook audience• Social media (Facebook & Twitter) hub of the engagement• YouTube for videos and Ask the Expert answers from Dr. Varkha Chulani• Blogs with real life stories and experiences, hosted on the Surf Excel website
  9. 9. TECHSHASTRA (I) Pvt. Ltd. Key Activities on facebook: Take a Pledge3000+ Pledgesfrom all over India
  10. 10. TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Ask the Expert50 Questions445 YouTube Video Views
  11. 11. TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Blog180 Entries Received
  12. 12. TECHSHASTRA (I) Pvt. Ltd.Snapshot of Activities on Facebook
  13. 13. TECHSHASTRA (I) Pvt. Ltd. Surf Excel India– Social Presence• Likes on the Page: 1,138,353• TAT: 29,092
  14. 14. TECHSHASTRA (I) Pvt. Ltd.More than 29,000 fans have joined our page during the campaignTOLO - Dashboard
  15. 15. TECHSHASTRA (I) Pvt. Ltd. Owned, branded images created amplification
  16. 16. TECHSHASTRA (I) Pvt. Ltd. TOLO - postsWe took different routes with posts to always keep the community engaged1 – 360 Degree promotion with PR articles, Display Banners & Facebook Ads to gain maximum traction2 – Started off with dissonance posts & got the moms conversing3 – Generic TOLO posts – suggested activities for moms and kids4 – Launched & promoted the pledges application5 – Ask the experts, accumulated all the questions from users & launched the video towards the end of thecampaign6 – Launched the Blog contest
  17. 17. TECHSHASTRA (I) Pvt. Ltd. Content shared by users on the wallMoms expressed their support for the campaign!
  18. 18. THANK YOU
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