Effie Awards<br />Advertising awards founded in 1968 by New York American Marketing Association(NYAMA)<br />Effie – the word Effectiveness, a desirable trait in advertisement<br />Mission: To recognize, educate and encourage effectiveness among the marketing communications industry<br />Effie Worldwide Inc. – July,2008<br />
Category : Consumer ProductsA : Cosmetics and ToiletriesGillette Mach3 – W.A.L.S (Women Against Lazy Stubble)Agency : BBDO India Pvt. Ltd.Client : Gillette India LimitedGold<br />
Objective<br />Increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor(Rs.199 to Rs 125) so as to encourage men to sport the clean shaven look more often.<br />
Campaign – Three stages<br />1) Launch of W.A.L.S. via a press conference with the support of the celebrity actresses – first in Mumbai (NW India) and then Chennai (SE India).<br />2) A follow-up campaign via featurestories in broadcast, print media, online shaving contests, activation booths inleading malls and on Facebook.<br />3) A mass Shaveathon<br />
Analysis<br />Increasing influence of women in Indian culture<br />Pitching women’s desires against those of stubbly boyfriends and husbands<br />Changed the perception that stubble looks cool and desirable to women<br />Connection of low involvement category (Gillette Mach3) with target audience <br />
Result<br /><ul><li>National conversation about shaving
Sales increased from 7.7 million Mach3 packs in November 2009 to 18.4 million packs in December 2009 , quarter sales target achieved in just 15 days of the campaign.• ROI recorded as 22 times the marketing spend
Women shaved over 10,000 men in public across malls in India.
Mass shaving event got 1868 men to shave at one go! Creating a new Guinness Book Of Records and featuring in Ripley's Believe it or Not.
Over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories.
Won a Silver Lion at the Cannes Advertising Festival 2010.</li></li></ul><li>Category : Consumer ProductsA : Beverages/Drink, Confectionary and FoodSlice Mango – Slice AamsutraAgency : JWTClient : Pepsico IndiaSilver<br />
Objective<br />Strengthen ‘mango’ ownership of company over that of the previous year<br />Overthrow Frooti, to become No.2 mango drinks brand<br />Grow volumes by 20%<br />
Analysis<br />Aamsutra (pleasure of mangoes) taken from Kamsutra (pleasure of sex)<br />
Volumes went up by +32% - July’10 (Source : Advertiser Data)
Appeal for Slice increased by 18 points in May’10, matching the gain of market leader Maaza (Source : Millward Brown)
Significant improvement in brand KPIs in July’10 compared to July’09
Created disruptive excitement in the category and celebrated mango indulgence</li></li></ul><li>Category : Consumer ProductsC: OTHERSTanishq – Jewellery that makes you want to marryAgency : Lowe LintasClient : Titan Industries Ltd.Gold<br />
Objective<br />To make a serious offering in the wedding market by appealing more to the parents of the prospective bride and hence grow over by 30% in sales in the course of the entire wedding period <br />To grow by 30% on Akshya Tritiya Day, the most auspicious day for jewellery purchase<br />
Analysis<br />Perceived as a brand for modern jewellery, not preferred during traditional occasions <br />Wedding jewellery is usually bought by the elders<br />The jewellery market in India - Rs. 100000 cr<br /> The wedding jewellery market - Rs. 40000 cr<br />Leveraged on the idea that a modern girl is not in a hurry to get married <br />The sentiment of a woman to look the most beautiful on her wedding day<br />
Result<br />57% increase in sales on Akshaya Tritiya, the single largest gold purchase day in India over the previous year’s sales<br />36% growth in the wedding season of April – June over the previous year’s wedding season sales, without factoring in new shop openings and gold price inflation<br />25% increase in “preferred wedding jewellery” association with the brand <br />
CATEGORY : CONSUMER DURABLESA: AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATEDPulsar MTV Stunt Mania<br />Agency: Ogilvy & Mather Pvt. Ltd.<br />Client: Bajaj Auto Ltd.<br />GOLD<br />
Objective<br /> Reclaim losing leadership and grow volumes by at least 50%.<br />
Campaign<br />Pulsar MTV Stunt Mania – India’s First and Biggest Reality Show.<br />India’s most popular youth channel MTV hosted the show<br />MTV signed on most respected and revered stunt Guru: Allan Amin to host the show along with VJ Deepti Gujaral.<br />
Analysis<br />Pulsar’s DNA was pure performance.<br />Behavior change for the entire mass of young bikers. <br />Unlocked the true potential of Reality TV <br /> E.g. Hero Honda sponsored Roadies vs Bajaj sponsored MTV Stunt Mania<br />
Sales doubled to 106%(26,675 to 52,022).<br />Market share in the performance segment grew by an impressive 43% (32% to 46% ).<br />Pulsar MTV Stunt Mania became Young India’s favorite reality show<br />Brand got TV visibility worth Rs. 535 crores against the investment of 4.2 crores.<br />Result<br />
Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “MAIN BHI COACH”. One team. A Billion Coaches.Agency : JWTClient : NOKIA INDIASilver<br />
Objective<br />To create strong impression on the cricket platform by keeping the consumers engaged with the brand during IPL.<br />Opening an interactive channel between Nokia, KKR and its fans across the country<br />Pull in the not so avid cricket fans<br />
Campaign<br />Invitation to become the coach by SRK himself<br />Spreading the message everyday!<br />Engaging Change<br /><ul><li>Exclusive news & videos of the team
Seeded in conversations online in communities</li></li></ul><li>Analysis<br />The key twist in the program design: Different Strokes for Different Coaches<br />The creative expression “Main bhi Coach” truly epitomized the “Couch Coach” aspiration of every Indian<br />
Result<br />TNS + DOMOR survey: more people thought of Nokia before Pepsi or Airtel during the IPL<br />Nokia + KKR enjoyed the highest figures for recollection of brand association<br />Nokia achieved 30% unaided recall making it the second most recalled brand in the IPL!<br />A phenomenal 3.4 million responses were from unique consumers – i.e. 38%! <br />
Result<br />Online engagement was a success<br />Over a million hits on the website in over a month<br />An average of 7.42 page views per visit<br />An average of 4 mins spent by each surfer<br />It became the talk of the virtual world<br />15,000 conversations were triggered<br />12,617 page views fenerate<br />Over 7,000 fans all over social media sited<br />
Grand Effie : <br />DRAFTFCB Ulka Advertising Pvt. Ltd.Ad Campaign : Tata Docomo – Dare to – Do the NewEffie Client of the Year : TATA Teleservices Ltd.<br /> 2 Golds and 1 Bronze<br />Tata DoCoMo – Dare To - Do The New <br />
Objective<br /><ul><li> Garner 10% of the new additions(9 million subscribers) in the 1st year
Introduce a whole new proposition in the category
Shake up the category and create new paradigms for evaluation</li></li></ul><li>Campaign<br /><ul><li>Brought the logo to life-changing colors, tweaking the logo and the brand tune
‘Create’ site for consumers</li></li></ul><li>“ Do more every second. Life is all about making every second count “<br /> <br />
Analysis<br />“Why pay per minute when you can pay per second” - the problem was not of the bill or the tariff but the feeling of being cheated<br />The media evolved an approach which was completely ‘Un-Telecom’ like<br />Innovative and low cost strategies<br />
Got 30 million subscribers as on 31st March 2010<br />Within 6 months, became the no.1 brand in terms of net additions for the period June 2009 to July 2010<br />In less than a year, became the no.3 brand on various mindshare and image parameters<br />‘Do The New’ Community enrolled 1Mn fans online<br />TTSL forced the other brands to relook at their Pricing Strategy, Pay per second became the new pricing norms<br />Result<br />
Category : ServicesB: FINANCIAL SERVICES, INCLUDING BANKING & INSURANCEAviva – The Great Wall of EducationAgency : BBDO India Pvt. Ltd.Client : Aviva Life Insurance Company India Ltd.Bronze<br />
Objective<br />To increase the Total Awareness score of the brand from 76% to 90% in an over-competitive but low interest category, i.e. Insurance<br />To achieve Top Of Mind Awareness levels at par with those of older giants like ICICI Prudential and HDFC Standard Life<br />
Campaign – “The Great Wall of Education”<br />The powerful emotion of guilt at ignoring hundreds of street children gave birth to this campaign<br />India’s largest wall of books - donated by citizens for underprivileged children<br />5 day activity for the week of Nov 11 capitalizing on two red letter days<br />Invite-Engage-Amplify strategy using national press, radio, Facebook to create a buzz<br />The honorable Education Minister of India, Mr. Arvinder Singh and the honorable Union Minister of HRD, Mr. KapilSibal came to donate books<br />
Analysis<br />Insurance is a negative word for most of the people<br />Large, well known players are the choice of the few who seek insurance<br />The category is severely commoditized, product offerings of all brands are at parity, adding to consumer confusion<br />Aviva, a small new entrant aligned itself with pressing issue of children’s education<br />Differentiation - “Education is Insurance” campaign moved the focus away from selling policies to guaranteeing education<br />
Result<br />19% increase in Total Awareness score to 95%, at par with market leaders<br />Top of Mind Awareness score up from 2% to 5%, at par with ICICI Prudential and higher than HDFC Standard Life<br />Ranked 2nd in Top of Mind Awareness among TG of young parents in metros<br />More that 1,23,000 books were collected and an entry was made in the Limca Book of Records<br />
Result<br />Books donated to 1,70,000 street children across the country<br />Key influencers in government generated free PR worth Rs. 1,47,00,000<br />Mobilized thousands of citizens around a burning issue and created conversations around the brand<br />Won a Gold at Spikes Asia 2010<br />
Category : ServiceC: Others3 Idiots – The Complete Idiot's Guide to Movie PromotionsAgency : Mudra GroupClient : Reliance Big PicturesGold<br />
Campaign<br /><ul><li>Each promo of the movie attended by three people associated with the movie.
Music launch of the movie broadcasted on idiotsacademy.com
Merchandising– Collaboration of Future Group's Pantaloons India to launch the 3 Idiots apparel and accessories collection
Reliance Life Insurance tied up to use the thought 'All is well’.
Outdoor Campaign - Innovations on hoardings, bus shelters, bus backs, platform signage's and mobile vans. </li></li></ul><li>
Innovative Tactics<br />Stickers reading Capacity: 3 Idiots pasted on the back of 10,000 auto rickshaws moving in the cities . <br />Activation in multiplexes - Messages on the walls of washrooms, saying 'You are the fourth idiot‘ <br />Chairs shaped like hips placed in the lounge area of multiplexes caught many eyeballs and users. <br />
Alternative Realty game<br /><ul><li>An alternate reality game on idiotsacademy.com by the online gaming portal,Zapak
Aamir Khan traveled through India, leaving clues about his whereabouts and participants of the game got two weeks to track him down.
Khan visited his mother’s ancestoralhome,Varanasi and cricketer SauravGanguly's house in Kolkata in disguise.
He and KareenaKapoor ,visited the weavers of the famous Chanderisarees in Chanderi, Madhya Pradesh.
He visited a school in Gujaratand Mahabalipuram in Tamil Nadu </li></li></ul><li>
Five Point Someone<br /><ul><li>The Movie Inspired on The Super Hit Novel “FIVE POINT SOMEONE”…a Huge hit
Benefitted from the ready made Fan Following the book had generated.
The Movie Credits Controversy gave free Publicity to the Movie allowing the movie to stay in news.</li></li></ul><li>Results<br />3 Idiots broke all box office records upon release<br />In its four-day first weekend, the film netted 380 million, and broke the record.<br />It is the highest-grossing Bollywood film.<br />Awards – Best Film, Best Director, Best Story, Best Dialogue etc.<br />
Category : Consumer Durables-OthersA : Mobile Handsets & ServicesNokia– “Planet keRakhwaale”. Agency : JWTClient : NOKIA INDIAGold<br />
Objective<br />Regain declining market share<br />Retain “leadership status” in the market<br />Wanted people to become assertive and give away their old phones for recycling<br />
Analysis<br />Provoking a concern of environment and hence, the behavioral shift of consumer<br />The cause of “Saving the environment” linked to the cause of “The future of our children”<br />People followed their heroes- in this case- SRK<br />
Result<br />Over 5 lakh pieces of phones & accessories collected<br />Adds up to 16 tonnes of recyclable waste<br />Contributions from a massive 2.5 lakh unique individuals<br />Earned the love & admiration of everyone<br />Successfully managed to pioneer the E-green movement in India<br />
CATEGORY : INTERNET ADVERTISINGIndian Panga League<br />(1st July 2009 to 30th June 2010)<br />Agency: Bates 141<br />Client: Virgin Mobile India<br />GOLD<br />
Objective<br />BUSINESS<br />100 % increase in new subscriptions<br />Increase the proportion of STD usage (minutes) to overtake industry average of 15%.<br />BRAND<br />Maintain brand awareness at pre-IPL levels despite not being present on the TV.<br />Dominate youth conversation during IPL.<br />A minimum 3 point increase on core attributes vs other brand aspirers Docomo and Airtel.<br />Modern brand ,Innovative brand and Trendy brand<br />Arrest the decline in Virgin Mobile’s imagery as a youth brand<br />
Campaign<br />Stage 1: Inject the virus<br /><ul><li>Video banners across youtube,search engines, entertainment zones, cricket based websites
Films posted in various websites with video players like NDTV, MSN, etc.
Targeting e-mail databases from sports websites, channels and brands.</li></li></ul><li>Stage 2: Allow and Aid virus to spread<br />Facebook: IPL fan page link back to IPL site.<br />Seeding of the TVCs on the teams’ fan pages and linking it to IPL site.<br />Twitters: Live broadcast of the match updates followed by pangas.<br />
Analysis<br />Virgin mobile was in a Do or die situation<br />Cricket was going online – Youtube signed its first international sports streaming deal, to broadcast IPL.<br />Youth @ online – 31% internet users in 2009 (age group-19-24 yrs )<br /> (Source : Juxt consultancy online research).<br />Shifted from TV screen to the computer screen<br />Ideal showcase for STD tariff – fans of 8 states taking pangas calling one another at STD tariff of 20p / min.<br />
Result<br />Acquisition:<br />129% increase in the new subscriptions within one month of launch.<br />Proportion of STD minutes doubled from 15% to 30%, way ahead of industry average of 19%.<br />Brand:<br />4 points increase in brand awareness against Airtel and Docomo’s dipped up to 5 point.<br />Viewership of www.indianpangalegue.com - 1.5 mn in a month.<br />Facebook: Fastest registration across industries; 2,590 fans in just 22 days.<br />Twitter: 60,000 + exposure in just 29 days.<br />Youtube: 1.35 mn views in just 50 days vs Aircel - 0.1 mn.<br />