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The Titan HTSE campaign
The Titan HTSE campaign
The Titan HTSE campaign
The Titan HTSE campaign
The Titan HTSE campaign
The Titan HTSE campaign
The Titan HTSE campaign
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The Titan HTSE campaign

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To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agencies partnered and created innovative Facebook and mobile applications. …

To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agencies partnered and created innovative Facebook and mobile applications.

To see the collection of light powered HTSE watches, users with webcam should point a light source to the webcam like a mobile display or torch to power up the watch. In the absence of webcam, the users were asked to drag and drop 5 “fireflie”s (looming light) to the silhouette image. The ulterior motive is to use any light source to see the showcase of watches.

Users can then choose a watch from the gallery and wear it in their wrist virtually using the webcam. By using the store locator, they will be shown the nearest Titan HTSE stores to explore.

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  • 1. The Titan HTSE campaign
  • 2. BriefWorld’s fifth largest and India’s leading manufacturer of wrist watches, Titan is in no dearth of innovationand design. With over 80 million customer base and manufactured more than 100 million watches, Titanwanted to revolutionize by making watches that run on light source with their Titan HTSE watches.To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agenciespartnered for this campaign and had to create innovative Facebook and mobile applications.The real challenge was to bring that light source concept into the app by allowing users to see thecollection of wrist watches only when they power up the watch by pointing a light source such as mobiledisplay or torch to the webcam.Goal: Brand Building, Reputation and fan base growth.
  • 3. SolutionThe application prompt the users to power up HTSE by two ways: one, the webcam. Theother, “Fireflies”.To see the collection of light powered HTSE watches, users with webcam should point a lightsource to the webcam like a mobile display or torch to power up the watch. In the absence ofwebcam, the users were asked to drag and drop 5 “fireflie”s (looming light) to the silhouetteimage. The ulterior motive is to use any light source to see the showcase of watches.Users can then choose a watch from the gallery and wear it in their wrist virtually using thewebcam. By using the store locator, they will be shown the nearest Titan HTSE stores toexplore.The concept was drawn up together by KRDS and Maxus agencies, KRDS was then in charge ofthe development.
  • 4. Users need topoint a source oflight to te webcamto power up theapplication
  • 5. Users could thentry the watchusing theirwebcam and anaugmented realityfeature.There were both aFacebook app, mobileiOS native and AndroidOS native mobile apps
  • 6. ResultsMonthly active users shot up to 30,000 and more post the launch of the app.Fan growth amplified from 156,000 to 403,588 in a span of 4months.
  • 7. Awards and praise Nominated for the Mashable 2011 Awards under the “Best Branded Mobile Apps” category Titan HTSE “Light powered media for light powered watch” wins the award for best use of emerging technology. (Jury was chaired by Michael Donnelly, worldwide interactive marketing director, The Coca-Cola Company) Titan HTSE Facebook App has Titan HTSE App was won Gold under the “Best awarded in the category Social Media App” category at “Best application for the recently held Indian Digital mobile/tool/mash up” at Media Awards 2012. the GoaFest 2012

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