Innovative Digital Ideas launched in 2013
Nov 29, 2013
Scan on Innovative Campaigns in the Digital Space.
– Ad Formats
– Communication Routes
Siemens – “On the Dot” Brand Story Telling
Demonstrate the success of Siemens Technology
Task to highlight the technologies developed by
Approach Taken For India market
Story built on Mumbai Rail Network, the
Dabbawala’s and what’s the force behind their
Their expertise towards developing the propulsion
and electrical systems, powers Mumbai Rail and
therefore, Dabbawala’s to manage the food supply
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.
Ford EcoSport – Urban Discoveries
On ground + Online Tie-up
Ford Eco Sport is being projected as an Urban SUV
with loaded features for city driving experience.
How to get users to share their driving experience
through video content by creating real and local
Website - http://ecosportdiscoveries.co.in/
Approach Taken –
Launched a Contests – Ford EcoSport – Urban
31 teams (3 member team) exploring 12 cities in
Youtube channel - http://www.youtube.com/ecosportdiscoveries
The team had to share their experiences in the form of
Highlights – to make the shared content viral, Google
maps, Twitter and Facebook were also integrated on the
Dove – Real Beauty Sketches
On ground + Online Tie-up
Women are their own worst beauty critic.
Dove took up the challenge of building positive selfesteem and inspiring all women /girls to reach their
Approach Taken –
Only 4% women worldwide consider themselves
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.
Yebhi – Introduces Virtual Shopping Wall
OOH & M-Commerce
Be visible at the right place and show real return on every
Example 2 – Tesco in Korea
Differentiating E-Commerce retailers in India.
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)
Lifebuoy’s – Help a Child reach 5
Invent new health centric campaign.
Lifebuoy known for a hygiene and handwashing wanted to
step further into CSR territory.
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.
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.
Tourism Australia – API & Custom’s Solution
Who You Think Deserves a Break? The
concept was conceptualized by LinkedIn
Find an advertiser who’s business model
appropriately suits the concept.
Advertiser who believed in concept – Tourism Australia
An API Solution where users can nominate
professionals in their network for a “Break in
The user nominating can also select a
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
Recommended For –
Santoor – Discover a Real Diamond (idea presented),
Was proposed to Club Mahindra.
Once Again – The Tagging Drive
Bangalore based NGO – Once Again noticed the
passion amongst the young guns to create a
difference to their surroundings.
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.
Tagging Drive was initiated – an online donation
drive on FB and was the platform was used
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
Dove – Secret Diary
On Youtube & Facebook
Launch of new Dove’s Hairfall rescue treatment
Reinvent Dove’s YouTube page and engage users with
content around Hairfall rescue Therapy tips – Dove
Hair Therapy Secret Diary.
The Hairfall rescue treatment was pitched to users as
the new dove secret formulation to strengthen roots in 2
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
Winners are gifted with Dove Beauty Kits & Bags.
Mahindra Spark The Rise – Branded Program Update
Mahindra’s Initiative to Inspire creativity and Power to
Encourage users to Ideate and come up with Ideas
which would bring in change in some way.
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
Google Launches Android in Collaboration with Nestle Kitkat
On TOI & Youtube
Android Launch by Google..
Communicate the launch in an interesting way and the
team decided to name the next version after the
favourite treat Kitkat.
Google launched Android in collaboration with Nestle
Augmented Reality was applied to the innovation –
Print to Mobile interaction where Android turns into a
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.
Club Mahindra – Rich Media Watch
Club Mahindra’s revamp.
Launch through popular innovative properties across
various digital platforms.
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
Users could flip through the pages of a travel picture
book and view imagery, information, traveler
testimonials and brand video.
Kotak Mahindra Bank – Salary2Wealth Account Promotion
Kotak Mahindra’s salary bank account
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)
KMB used LinkedIn’s partner messaging saying Switch
Now & earn more interest.
The bank was offering a higher savings interest rate
Therefore connecting the thought of Salary2Wealth.