Innovative digital ideas launched in 2013

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A look at the best and most innovative campaigns of 2013.

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Innovative digital ideas launched in 2013

  1. 1. Innovative Digital Ideas launched in 2013 Nov 29, 2013
  2. 2. Content • Scan on Innovative Campaigns in the Digital Space. – Ad Formats – Communication Routes – Executions
  3. 3. Siemens – “On the Dot” Brand Story Telling On YouTube  Background  Demonstrate the success of Siemens Technology Globally.  Objective  Task to highlight the technologies developed by Siemens.  Video Approach Taken For India market  Story built on Mumbai Rail Network, the Dabbawala’s and what’s the force behind their precision.  Their expertise towards developing the propulsion and electrical systems, powers Mumbai Rail and therefore, Dabbawala’s to manage the food supply chain.  Platforms – YouTube and display ads. Youtube brand channel - https://www.youtube.com/user/Siemens Global Scale – YT channel is a Global channel.  The Siemens brand channel on YouTube is well laid out and brings together similar brand stories from their operations across the world.  The channel also has thematic, corporate and solution specific videos from across verticals. The central carousel highlights key content.
  4. 4. Ford EcoSport – Urban Discoveries On ground + Online Tie-up  Background  Ford Eco Sport is being projected as an Urban SUV with loaded features for city driving experience.  Objective  How to get users to share their driving experience through video content by creating real and local conversations.  Website - http://ecosportdiscoveries.co.in/ Approach Taken –  Launched a Contests – Ford EcoSport – Urban Discoveries  31 teams (3 member team) exploring 12 cities in India.  Youtube channel - http://www.youtube.com/ecosportdiscoveries  The team had to share their experiences in the form of videos, chats. Highlights – to make the shared content viral, Google maps, Twitter and Facebook were also integrated on the YT channel.
  5. 5. Dove – Real Beauty Sketches On ground + Online Tie-up Video  Background  Women are their own worst beauty critic.  Objective  Dove took up the challenge of building positive selfesteem and inspiring all women /girls to reach their potential.  Approach Taken –  Only 4% women worldwide consider themselves beautiful.  Dove wanted to change the way women perceived herself to be.  They launched a social experiment that proves to women something very important.  Real Beauty content integration on Yahoo Lifestyle.
  6. 6. Yebhi – Introduces Virtual Shopping Wall OOH & M-Commerce   Objective  Be visible at the right place and show real return on every Rupee invested.  Example 2 – Tesco in Korea http://www.skipedia.co.uk/2012/09/tesco-korea-increase-onlinesales-by-130-with-qr-campaign/ Background  Differentiating E-Commerce retailers in India. Approach Taken  Yebhi.com introduced a Virtual Shopping wall at 30 CCD outlets in Delhi & Bangalore.  Advantage – each access to information and digital experiences to tech savvy target audience.  The user had to use NFC tags or QR codes to browse through the range at Yebhi.com.  Platforms – OOH & M-Commerce (Smartphones)
  7. 7. Lifebuoy’s – Help a Child reach 5 On YouTube  Background  Invent new health centric campaign.  Objective  Lifebuoy known for a hygiene and handwashing wanted to step further into CSR territory.  Challenge (differentiator)  Nearly 2 Million children die before the age of 5 due to infections and can be prevented by propagating cleanliness beginning with a simple act of washing hands.  Approach  Launched a 3 min ad film – “Help a Child Reach 5”  Social Media and Video Campaign on the web.  They do have an app on Facebook that gets fans to take a pledge to spread the word.  Twitter hashtag #helpachildreach5, but not so active.
  8. 8. Tourism Australia – API & Custom’s Solution On LinkedIn  Background  Who You Think Deserves a Break? The concept was conceptualized by LinkedIn  LinkedIn’s Objective  Find an advertiser who’s business model appropriately suits the concept.  Advertiser who believed in concept – Tourism Australia  Approach  An API Solution where users can nominate professionals in their network for a “Break in Australia”.  The user nominating can also select a destination.  The nominated users have to get votes from their network and 2 such contenders with highest no. of votes get an all expense paid trip to Australia. Recommended For – Santoor – Discover a Real Diamond (idea presented), Was proposed to Club Mahindra.
  9. 9. Once Again – The Tagging Drive On Facebook  Background  Bangalore based NGO – Once Again noticed the passion amongst the young guns to create a difference to their surroundings.  Objective  Involve people in the cause and making the act of donating fun and engaging.  The challenge was to accomplish this with no budgets in hand.  Approach  Tagging Drive was initiated – an online donation drive on FB and was the platform was used extensively.  The volunteers tagged their friends old pictures with a msg - You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.”  On a click – the users were directed to Once Again FB page and by end of the activity they collected over 10k items for sale.  What it delivered  The underprivileged were able to access goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%, which is being recycled to support its activities. www.facebook.com/onceagainbangalore
  10. 10. Dove – Secret Diary On Youtube & Facebook  Background  Launch of new Dove’s Hairfall rescue treatment product.  Objective  Reinvent Dove’s YouTube page and engage users with content around Hairfall rescue Therapy tips – Dove Hair Therapy Secret Diary.  Approach  The Hairfall rescue treatment was pitched to users as the new dove secret formulation to strengthen roots in 2 weeks.  Blogger activation program was created by Dove.  YT hosts professionally recorded videos from 6 shortlisted bloggers who take us through their stories of how they benefitted from the new Dove formulation.  FB ensures that there is participation and user engagement through the stories bloggers and answer few questions.  Winners are gifted with Dove Beauty Kits & Bags. Facebook Application Facebook
  11. 11. Mahindra Spark The Rise – Branded Program Update On Economictimes  Background  Mahindra’s Initiative to Inspire creativity and Power to change.  Objective  Encourage users to Ideate and come up with Ideas which would bring in change in some way.  Approach  Special co-branded section was created on ET & Yahoo .  Channel brings togther curated thematic content from ET including articles and also brings together some content from Mahindra Rose website.  From posting of ideas to call for new entries for Spark the Rise contest was also hosted. Recommended For –BASF http://www.poweringbrands.com/2012/08/yahoo-india-news-and-mahindra-mahindra.html
  12. 12. Google Launches Android in Collaboration with Nestle Kitkat On TOI & Youtube  Background  Android Launch by Google..  Objective  Communicate the launch in an interesting way and the team decided to name the next version after the favourite treat Kitkat.  Approach  Google launched Android in collaboration with Nestle Kitkat  Augmented Reality was applied to the innovation – Print to Mobile interaction where Android turns into a Kitkat cholcolate.  Secondly, the users had to look for a Kitkat chocolate bar s featuring Android Robot.  In turn giving a chance to users to win Nexus 5.
  13. 13. Club Mahindra – Rich Media Watch On Yahoo Homepage takeover  Background  Club Mahindra’s revamp.  Objective  Launch through popular innovative properties across various digital platforms. Approach  Club M dominated the space with front page innovations – yahoo, msn, toi. FB logout was also a part.  The key factor in communication – was to bring alive the Happy, Joyous moments when members take Club M vacations.  Users could flip through the pages of a travel picture book and view imagery, information, traveler testimonials and brand video. 
  14. 14. Kotak Mahindra Bank – Salary2Wealth Account Promotion On LinkedIn LinkedIn  Background  Kotak Mahindra’s salary bank account  Objective  How to get users (leads) who have either got a promotion or have made a switch. (assumption is – because of such a development, there are chances of rise in the salary too)  Approach  KMB used LinkedIn’s partner messaging saying Switch Now & earn more interest.  The bank was offering a higher savings interest rate 6%.  Therefore connecting the thought of Salary2Wealth.
  15. 15. Thank You. Happy Weekend 

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