Best Campaigns of 2013 (Part 2)Presentation Transcript
Campaigns of 2013
that were different…and made a
TanishqConfessions of a Bride
It‟s the season of weddings in India.
Brides and grooms want theirs to be that one wedding they‟ll always remember.
Also, Today‟s bride is the one who writes her own destiny, does the undoable
and breaks the rules
Tanishq, one of India‟s largest retail jewellery brand from Tata, is on a mission
to fulfil wedding wishes of these brides-to-be through their online campaign
„Confessions of a Bride‟.
The month-long campaign is urging brides in the country to confess their
secret wish for a unique wedding idea and the brand might just make it
come true for a few of them!
Tanishq has developed a website „http://tanishqweddings.com„ complete
with every required information for a wedding.
Apart from listing the Tanishq wedding
catalogue and collection, one can also
– various wedding rituals in the
– meet a stylist
– book an appointment at a Tanishq
– make use of useful tools like the
wedding planner and gift registry
– Create your own wedding Hastag
There are many reasons to confess.
While the most unique confessions will be
fulfilled, the other brides can get a
makeover or have their wedding dress
designed by Tanishq.
The social networks of Tanishq have been actively promoting „Confessions of
Underwater shots of Sandhya and Rahul have been
its Facebook and Twitter pages to drive fans to the website
Associations with Styling, Skin and make-up trainers have been made to
address to the curiosity of a to- be bride and to share tips.
Where does the campaign earn the brownie
By fulfilling such wishes closest to a bride‟s heart, Tanishq gets a step
closer to its target consumer – the bride-to-be, while also promoting its
– and makes the women think, that this can be my wedding.
The website in itself is a one-stop shop for the bride. It reaches out to the
woman for her every possible wedding need.
Vogue EyewearLaunch of the Indian Brand
Fashionable eyewear brand Vogue Eyewear
from the Italy-based Luxury Group had
recently signed up Deepika Padukone as its
India brand ambassador
Vogue Eyewear wanted to move beyond
traditional mediums to launch its India
Also, the brand wanted to strike a chord
with the target audience and generate
The idea was to use digital as the primary
medium to unveil the new brand
ambassador, and in order to do this, the
world‟s largest fan generated mosaic on
a microsite was built
It invited fans to join and guess the celebrity.
The microsite enabled both Facebook and
Twitter login. Users had to pick their guess
from the given list of celebrities. The guesses
were shared on the users‟ Facebook or
Twitter page with the hashtag
Slowly, the mosaic built up to reveal the new
face of Vogue Eyewear India.
The right guesses were given cool incentives too - an iPhone 5 every week
and a chance to meet Deepika Padukone and get styling tips from her.
Also there were hidden prizes too…In that mosaic were 100 stars which if
found could win the participant branded gift hampers.
This supplemented with Twitter activities ensured fans were thoroughly
Influential fashion bloggers like Miss Malini, Stylish by nature, etc. and
social media influencers like Tinu Cherian, etc. added to the popularity
The world‟s largest fan generated mosaic was built with over 20,000 unique entries
The microsite where the mosaic was housed received a total of 40,216 page views
Out of these over 28,000 were unique
Visitors spent an average of over three minutes on the site
Over 9,000 people liked the microsite by connecting with their Facebook profiles
Twitter followers shot up by 280% and Facebook fans in India increased by 390%
Over 100,000 mentions and 41 million impressions were generated over one month
(Agency- Brand movers India)
TRESemmeRamp Ready hair
Ramp Ready hair by
To strenghthen its position in the premium hair care segment,
TRESemmé India is being seen across all mediums talking about
giving the consumer an experience of ‟ramp ready hair‟.
To take this positioning a step further- the brand launched an
interactive salon through its YouTube channel
The channel was hosted by actress and brand ambassador Diana
Penty with DIY videos that take a step-by-step approach for the
featured ramp ready hairstyles.
„Start‟ will take the user to the welcome message by Diana where she invites to
One is then given options to proceed to backstage or skip to the DIYs section.
If one select‟s to visit the backstage, Diana will ask for your name and photograph
to get you an access card. The image for the photograph can be pulled up from
Facebook, your computer or from your webcam.
The users exclusive virtual access to a fashion show and witnesses what happens
before a ramp walk.
One can pick a hairstyle and learn how to do it yourself.
The users can then make there own videos of a fashion show with the backstage
pictures and the hairstyles learned by them.
It also partnered with Indiblogger, to host a
blogging contest where bloggers had to choose
a hair style from the YouTube channel, try it and
blog about their experiences.
And there are 15 Samsung Galaxy Tabs, 30
Panasonic hair straighteners and 55 Shoppers
Stop gift vouchers to be won!
The contest invites fresh entries and will be
judged only on creativity, not on votes.
The only thing it mandates is a link to the
YouTube channel, so the blog readers could be
aware of it too.
The concept is a winner – on the one side, it gives consumers
valuable information with do it yourself video tutorials and on the
other it talks about the brand, associating it with the much
desirable „ramp ready hair‟.
• The YouTube channel garnered 1586 subscribers with 1.2 million
• 170+ entries were made by the bloggers which were further
shared in their network as well
Garnier Men Lights Up Homes
With „PowerLight A Village‟
Founded two years ago, Project Chirag has been instrumental in
providing Solar based electrification to over 125 villages across the
In a bid to light up more homes, Project Chirag has collaborated with
male grooming brand, Garnier Men India in a unique social campaign –
„PowerLight a Village‟
The „PowerLight A Village‟ campaign aims at creating awareness
among consumers to contribute through their pledges on social
• Every like, share and comment would contribute a predetermined
unit of energy.
This was coupled with on-ground activations where men can pedal
bicycles which will record the energy generated.
• A summation of all these activities will eventually be translated into
actual energy donation through solar equipment
The page admins have been creating a buzz through every
update by sharing hard hitting facts
Soon the page shared updates from the face of Garnier Men
and Bollywood actor John Abraham, asking the fans to pledge
their support after revealing about the social campaign.
A Facebook app was created for PowerLight a Village.
It was divided into two sections –
The Contribution displays the virtual watts generated by the
campaign in real time through the energy meter
The Impact display the impact the movement has made in the
How well executed is the
As much as CSR campaigns help in branding, this one goes far
in strengthening its tagline „Take Care‟.
Apart from lighting up homes with no access to electricity, the brand has also
managed to rope in its online community as a part of this initiative.
Along with a brilliant concept, „PowerLight a village‟ excels in its cool
design and execution. The Facebook app is adorable especially for the line
drawings. And an app showing your actual contribution is vital in a CSR
The idea of a map to demonstrate the impact of the movement, coupled with
the live energy meter make up for a good user experience.
Pepsi IndiaOh, Yes Abhi
Oh, Yes Abhi‟ proposition (Global version is „Live for Now‟) by PepsiCo
India is based on the premise that „impulsive, impatient‟ are some of the
characteristics of Youngistan.
To take further this positioning the brand undertook two campaigns1. Pepsi Shot 60
2. Music Abhi
Pepsi Shot 60
The brand gave online users the opportunity to shoot and showcase a 60-second film.
In line with the brand‟s „now‟ proposition, users had 24 hours to prepare the script,
shoot the video, edit and submit it online.
The theme revealed was the lyrics from the soundtrack of the commercial.
Contestants could pick any line and make a film on it.
The top 10 entries were showcased on Pepsi's Facebook community, which has 36
lakh fans. The three films to get most votes on Facebook were rewarded
Apart from the top three getting monetary rewards, the winner, is also being provided
the opportunity to intern at a film production company.
• Pepsi promoted their campaign for a mere 2 days and received over
• The hashtag #PepsiShot60 trended on twitter throughout the
promotion of the contest.
The brand well utilized this campaign to create fan loyalty to their
product. Use of the product and brand name was a necessity to
participate. This ensured brand visibility.
• Live music concerts are loved by the youth.
• And through online and social platforms like Facebook, Twitter,
Yahoo.com, as part of „now‟ proposition, an on-demand digital live
concert „Music Abhi‟ was designed.
• Raghu Dixit & Spud in the Box performed gigs voted by the social
media audience. The concept was well received & over 10,000
people attended the concert virtually!
(Agency-Jack in the Box)
Sony PixAnti-Alien Day
ChallengeHollywood movie channels use conventional content to engage their
consumers on social platforms (Facebook and Twitter) leaving less space for
Sony Pix wanted a novel engagement strategy for their social presence. The
challenge was to create unique content and break away from the content
ObjectiveSony Pix was introducing the first Interactive premier of Hollywood blockbuster
MIB 3 on Indian TV screens.
Their task was to promulgate the “interactive premier” with an unconventional
content strategy that educates and engages the users.
StrategyInstead of creating regular content buckets
they chose a guerrilla marketing approach.
In a bid to create curiosity they branded 10th
March (day of MIB 3 premiere) as „AntiAlien Day‟ as MIB3 is all about aliens.
They took the liberty to establish humans
with unearthly behaviour as aliens – be it
pan spitting individuals or rickshaw drivers
who refuse to ferry people around.
They created characters showcasing varied „alien‟ traits and sporting quirky names.
For e.g. Pan Thookiya (Red spitter-us)
Over 10 days, 8 characters were introduced with unruly behaviour via Facebook
Simultaneously a Twitter contest urging users to get rid of these aliens by retweeting was launched.
To add to the momentum a Facebook app was created in the second phase. The
app let users eliminate aliens by sharing, commenting and tagging thus creating
The user could eliminate 2 aliens every day.
After 10 days of alien busting users were introduced to the MIB3 premier date.
The next 5 days focused on content around the film – trivia, facts etc.
On Facebook, the campaign went viral and accomplished a growth in fans
by 6.5% while 'Talking about' reached 108K.
There were a total of 66K+ likes and 3K+ comments in just 7 days.
The total followers on SonyPIX Twitter account hiked by 8% within 15 days.
The incoming interaction witnessed a total of 2.7K + replies, 3.3 K +
retweets and 6.6K + mentions.
The reach went beyond 305K and the hash-tag #PIXAntialien trended
globally on 1st March 2013 and 2nd and 4th March 2013 in India.
(Agency- Tonic Media)
Scan Your Money To Discover KFC India‟s WOW
“25 me khao, kha ke bolo WOW” seems to be KFC India‟s latest proposition to
lure the youngsters away from McDonalds India‟s „Happy Price‟ menu at Rs.25.
KFC has launched the Rs.25 deal targeted to the ever cash-strapped college going
Extending this WOW factor to other mediums, KFC has brought in a WOW quiz with
cool prizes, where the user has to discover the new WOW menu through an
augmented reality app and answer related questions
The app that has been developed by Blink Solution is available across a variety of
digital platforms like mobile (iOS and Android) and web.
It scans any Indian currency note in the denominations of 10, 20, 50, 100 or 500,
and suggests KFC food items that users can buy with the respective money!
Step 1- Scan the note with webcam, while ensuring the note is crisp and there is
Step 2- The WOW menu will come alive through augmented reality
Step 3- One can take the WOW quiz with 25 questions about this new menu
within 25 seconds and he stands to win the grand prize of an iPad or KFC
vouchers worth Rs. 500 daily. You can then submit your name and email.
Analysis of the campaign…
It was done well in terms of the design, the execution and the thought
given to having both low and high resolution
Another amplifying factor is the Facebook and Twitter sharing options on the
However, there is one tiny setback – youngsters cannot be expected to have
crisp notes at all times!
eBay India, has launched a Google Chrome extension that
could possibly change the world of online shopping as we know.
The official Google Chrome extension from the ecommerce brand
called „eBay Check‟, enables a consumer to do some smart
Once installed on your Chrome browser, whenever you‟re
shopping online on any site or even just researching a product,
eBay Check gets into action to give you the best price on ebay
India available through an auto drop down.
The extension also doubles up as a shopping search engine. Just
click on the eBay Check icon on your Google Chrome bar and
directly search for the best deals on any products on ebay India.
eBay Check social media buzz
Ever since the launch of this new feature, the ecommerce brand has been
encouraging netizens to install the extension and experience a smarter way to
shop, by way of contests.
eBay partnered with Indiblogger, an Indian blogger community to host „The
Future of Shopping„ blogging contest, where bloggers were asked to imagine
shopping in the year 2030. The most radical and thought provoking posts
would win big – iPhone, iPod, external hard drive and eBay vouchers!
Meanwhile, the eBay India Twitter handle also helped spread the contest by
asking Twitter users to share their meaning of eBay check.
On Facebook, the 2.3 million strong fan base could win a Rs.1000 off eBay
coupon by just installing the extension and sharing the screenshot of their
Facebook profile featuring the eBay check icon on the Google Chrome
2,73,101 users and still
The 15-day campaign has yielded more than 170 stories on the future of
It takes away from consumer hassles of finding the best price online
and as for eBay, the ecommerce brand has found a winner that will drive
more traffic to the site.
The social media promotions for eBay Check are worth taking a note
of – Simple, simultaneous and integrated with each network.
The imaginative blogging contest enabling bloggers to fire up their
imagination on the future of shopping is particularly exciting about the
Jack & JonesBlack Valentine
Come February, you see brands and their associated marketers getting all
busy with how to attract the young crowd with Valentine‟s day contests and
The Indian social media mainstream is still in love with the concept of
Valentine‟s Day, a day of love to be shared with your loved one.
But, there are a significant number of people who don‟t buy into the mushy
nature of all these activities and are being actively irritated and
antagonized by these brand activities.
The brand decided to go against the general flow and deliver Jack & Jones‟
message to these people, inorder to break through the insane clutter that is
generated on social platforms on Valentine‟s day.
1. Males with an affinity for class and style.
2. Males who were unaffected by social pressures and were ‘Single By Choice’
The core communication
‘I am single and I am bloody proud of it!’
They came up with a Black Valentine
Gallery which was hosted on Facebook.
This gallery gave a chance for males in our
TG to declare to the world that they did not
buy into the whole Valentine Day thing and
that they were good with being single by
This gallery was cross promoted on to
Twitter and we asked our followers to tweet
with the #BlackValentine hashtag.
Fans and followers were asked to change
their display pics of Facebook, Twitter,
Whatsapp and BBM to the ones
designed on so that Black Valentine
communication could have more reach
among today‟s texting obsessed
What did they get right?
The attractive creatives and witty content increased the shareability of
this content and thus greater reach for Jack & Jones.
They got a whole lotta conversations going because of their approach to
Valentine‟s day. These conversations were a great opportunity for us to
plug in Jack & Jones with the right context.
It helped Jack & Jones greatly in getting above the usual chaos and
reach out to a significant amount of people
In a span of 3 days, they received 4743 visits to the App and downloads
were as follows-
1681 Facebook Cover Photos,
781 Facebook Display Pictures,
249 Twitter Header Images,
193 Twitter Backgrounds,
481 BBM Display Pictures,
Making it a grand total of 3587
Coca-Cola„Small World Machines‟
The viral, having more than 23,52,000 views, placed two camera equipped
Coke vending machines set up in Lahore and Delhi.
The film features Indians and Pakistanis interacting with each other, via the
Despite sharing historical and cultural links, the borders of India and Pakistan
are divided by barbed wire with both nations sharing mutual hostility and
This ad from Coca-Cola aimed to break down these barriers with new
technology to share common interests in a fun way.
The key to engaging with each other through the machines was simple:
people in India and Pakistan could complete a task, like touching hands,
drawing peace, love, and happiness symbols -- together.
At the end of it, the machine dispensed a can of Coca-Cola to each one. It
took the „Open Happiness‟ concept to an entirely new level.
NestleStart Healthy Stay Healthy
Start Healthy Stay Healthy is Nestlé‟s maternal and infant nutrition
It is dedicated to address global health concerns and provide sciencebased nutrition services and practical advice to parents and caregivers
in the crucial first 1000 days
The website is a one stop shop for all moms
It educates moms on issues related to healthduring and after pregnancy
The website covers a vast range of topics from
pregnancy Guide to Baby care to help women
educate themselves on the importance of first
1000 days of pregnancy to healthy baby.
Due Date & Ovulation
Collectables like guides,
posters & games
Guide on week by week
World breastfeeding Week
WHO every year celebrates “World Breastfeeding Week from 1st Aug.
to 7th Aug. and this year, Nestle India has also initiated awesome
campaign on „Breastfeeding‟.
Nestle is the first company in India who has launched special campaign
on “breastfeeding” where you can join on “Starthealthystayhealthy.in‟ &
can spread awareness too.
Mothers were asked to give a missed call or visit the microsite to support the
In this campaign, “pink” color has been exclusively used which
represents compassion, nurturing & universal love.
• Dedicated Microsite was created to
support the cause of Breastfeeding
• 5,52,285 pledges taken till date!
Google Hangout done with Farah Khan
on the importance of Breastfeeding
Tweets made by the hashtag