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Best Award winning Marketing & Advertising campaigns from India & Asia

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Vatsal Asher
Vatsal Asher

It’s wonderful to “talk” with you, as you hold in your hands a Showcase of all the award winning work at 2015 DMA Asia ECHO. For us, it is indeed a matter of joy and pride to host the first ever ECHO Awards, outside of its place of birth – the US (we believe this hasn’t happened in 79 odd years of the existence of the DMA International ECHO Awards!) For this, we sincerely thank Tedd Aurelius, then Chair of the Board, and the Board of Governors of DMA International ECHO Awards USA, for reposing their faith in us. We also thank Rakhshin Patel the Grand Jury Chair for helping cantilever a truly unique award for Effectiveness across Asia. One which closely follows the same parameters used to judge winners of the redoubtable – DMA International ECHO Awards. DMAi (The Direct Marketing Association India) began Awards & Recognition just a few years ago, and fittingly the 2015 DMA Asia ECHO has received a high number of entries – 542 in all. What is noteworthy is that, it’s not just from the Indian Subcontinent, but from across most of Asia. The quality of the entries and the quality of the judging have borne testimony to the fact that the standards were absolutely perfect. Many winners, also got recognised at the International ECHO Awards, hosted by DMA USA. This Showcase is our maiden effort at DMA Asia, which is the power behind 2015 DMA Asia ECHO, to document the winners and their insights. We truly hope you enjoy reading the cases and wish that you are able to better it next year. It’s now time to thank key contributors for their efforts. The team at Select Direct, headed by young and enthusiastic Ria Iyengar, for painstakingly putting together the Showcase. Our partners - Seshaasai for arranging to print this Showcase. And, the DMAi Team on this project led by Divya Sachdeva & Babita Jalwal, for co-ordinating this herculean task. The 2015 DMA Asia ECHO was no doubt a resounding success. This was possible only due the efforts and concern of all our partners, namely Council Members, Auditors, Jury Presidents, Jury Members and supporting partners. They have all played a very influential role in making the Awards a credible and desirable one. We hope you like our maiden effort and look forward to ensuring a future- full of learning, sharing and rewarding! Vatsal Asher | Founder & CEO, DMAasia & Governor - International ECHO Shelly Singh | Co Founder & COO - DMAasia

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INTRODUCTION 3 It’s wonderful to “talk” with you, as you hold in your hands a Showcase of all the award winning work at 2015 DMA Asia ECHO. For us, it is indeed a matter of joy and pride to host the first ever ECHO Awards, outside of its place of birth – the US (we believe this hasn’t happened in 79 odd years of the existence of the DMA International ECHO Awards!) For this, we sincerely thank Tedd Aurelius, then Chair of the Board, and the Board of Governors of DMA International ECHO Awards USA, for reposing their faith in us. We also thank Rakhshin Patel the Grand Jury Chair for helping cantilever a truly unique award for Effectiveness across Asia. One which closely follows the same parameters used to judge winners of the redoubtable – DMA International ECHO Awards. DMAi (The Direct Marketing Association India) began Awards & Recognition just a few years ago, and fittingly the 2015 DMA Asia ECHO has received a high number of entries – 542 in all. What is noteworthy is that, it’s not just from the Indian Subcontinent, but from across most of Asia. The quality of the entries and the quality of the judging have borne testimony to the fact that the standards were absolutely perfect. Many winners, also got recognised at the International ECHO Awards, hosted by DMA USA. This Showcase is our maiden effort at DMA Asia, which is the power behind 2015 DMA Asia ECHO, to document the winners and their insights. We truly hope you enjoy reading the cases and wish that you are able to better it next year. It’s now time to thank key contributors for their efforts. The team at Select Direct, headed by young and enthusiastic Ria Iyengar, for painstakingly putting together the Showcase. Our partners - Seshaasai for arranging to print this Showcase. And, the DMAi Team on this project led by Divya Sachdeva & Babita Jalwal, for co-ordinating this herculean task. The 2015 DMA Asia ECHO was no doubt a resounding success. This was possible only due the efforts and concern of all our partners, namely Council Members, Auditors, Jury Presidents, Jury Members and supporting partners. They have all played a very influential role in making the Awards a credible and desirable one. We hope you like our maiden effort and look forward to ensuring a future- full of learning, sharing and rewarding! Vatsal Asher Director & CEO DMA Asia Shelly Singh Director & COO DMA Asia
Discover more at www.selectdirect.in At Select Direct Marketing, we believe that Direct and Digital are not just two sides of the same coin. In fact, they are a continuous and seamless transition, of managing customer interactions, understanding behavior, leveraging data and technology. For us, it has been glorious 25 years of engagement with consumers (even struggling in the early 90’s with Pentium I computers!), advising 100’s of businesses on Customer Relationship Management. Knowing at the end of it all, the consumer is at the core, just the same – then, now and tomorrow. Reachable. Excitable. Relatable. Predictable. Just as the morning sun. Years CRMof2525Years CRMof
CONTENTS Effectiveness Awards 17 Automotive 18 Business and Consumer Services 19 Communications/Utilities 21 Consumer Products 24 Education 32 Financial Products and Services 34 Information Technologies 41 Insurance 43 Not-For-Profit 45 Pharmaceutical/Healthcare 49 Product Manufacturing and Distribution 52 Professional Services 55 Publishing/Entertainment 56 Retail and Direct Sales 60 Travel & Hospitality/Transportation 63 Introduction 3 Welcome 7 Council and Jury Presidents 9 Jury Members 11 The DMA Asia Echo 2015 14 Effectiveness - Diamond The DMA Asia Echo 2015 15 Creative Effectiveness - Best Of Show Team Credits 144 Creative Effectiveness Awards 67 Craft - Animation 68 Craft - Art Direction 70 Craft - Copywriting 73 Craft - Illustration 76 Craft - UI & UX Design 79 Direct Response - Broadcast ( TV, Website, Youtube ) 80 Direct Response - Dimensional Mail 84 Direct Response - Flat Mail 88 Direct Response - Print 89 Direct Response - Promotion, Activation & Experiential 91 Interactive - Apps & New Development 96 Interactive - Branded Video 100 Interactive - Creative use of Data 104 Interactive - Creative use of Technology 107 Interactive - Creativity in media strategy 111 Interactive - Display Advertising – Rich Media 114 Interactive - E- Mail Marketing 118 Interactive - Experiential Marketing 120 Interactive - Gaming 124 Interactive - Mobile 127 Interactive - Remarketing & Retargeting 128 Interactive - Search 132 Interactive - Social Media 135 Interactive - Website & Microsites 143 5
WELCOME 7 It is an honor and my privilege to be associated with the first ever Asia Echo Awards. And what a showing it has been! Echo winners are judged on strategy, creativity and effectiveness; great work that has produced even better results. This year, we received a record 10 times increase in participation, from when it started 4 years ago. Over 540 case studies were submitted by 175 brands and over a 100 agencies in India and across Asia. 200 of these entries were showcased at the DMA International Echo show where we received a record 29 citations, including 10 metals that featured India’s first Gold. Besides Indian marketers and their partners, a large share of the credit goes to the dynamic duo of Vatsal Asher and Shelly Singh, the CEO and COO of DMA India. It was a great honor for them and for India, to be appointed as international envoys and for bringing the Echo program to Asia. As a cherry on the cake, DMA Asia was represented as hosts at the International Echo ceremony. Their able guidance and leadership deserves applause, and I am certain that next year India and the Asian market will put up an even better show internationally. I take this opportunity to thank the 250 online judges, the 19 jury chairmen and women and the auditors who lent their time and effort to make the DMA 2015 Asia awards a huge success. Join me in congratulating our international winners. I hope you will enjoy reading this compilation as much as we enjoyed putting it together. Rakhshin Patel Grand Jury Chair Managing Director Pi Communications
COUNCIL AND JURY PRESIDENTS 9 Ramesh Iyengar CMD Select Direct Marketing Auditor Susana Tsui CEO Asia Pacific PHD Effectiveness: Travel & Hospitality/ Transportation Anupriya Acharya Group CEO Zenithoptimedia Effectiveness: Professional Services Anant Rangaswami Editor CNBC-TV 18 Effectiveness: Education D. Shivakumar CEO Pepsico Effectiveness: Consumer Products Tarun Katial CEO Reliance Broadcast Network Effectiveness: Publishing/Entertainment Bobby Pawar Director & CCO Publicis Worldwide Creative: Craft Manish Bhatt Founder Director Scarecrow Communications Ltd. Creative: Direct Response K V Sridhar CCO Sapient Creative: Interactive Madhukar Kamath Group CEO & Managing Director DDB Mudra Group Effectiveness: Business & Consumer Services Pratap Bose Chief Operating Officer DDB Mudra Group Effectiveness: Financial Products & Services Damodar Mall CEO Reliance Retail Effectiveness: Retail & Direct Sales Piyush Pandey Executive Chairman And Creative Director, South Asia Ogilvy Effectiveness: Not-For-Profit Rajesh Kumar CMO SAP Effectiveness: Information Technologies Nishi Vasudeva CMD Hindustan Petroleum Corporation Ltd. Effectiveness: Communications/Utilities Geetu Verma Executive Director Unilever Effectiveness: Product Manufacturing & Distribution Agnello Dias Chairman & Co-Founder Taproot Effectiveness: Insurance Nagesh Alai Group Chairman FCB Ulka Group Effectiveness: Automotive Jasmin Sohrabji CEO Omnicommedia Group Effectiveness: Pharmaceutical/Healthcare Ajay Chandwani Director Percept Limited Chairman Emeritus Ajay Row CEO Litmus World Auditor
JURY MEMBERS Aashish Chopra Head Content Marketing Ixigo Abhinav Upadhyay Head Marketing & Innovation Zee Learn Ltd. Aditya Atri Independent Consultant Aditya Save CMO People Interactive Pvt. Ltd. Ajit Martis Head Marketing Commercial Banking HSBC Ajit Narayan CEO and Janitor Strategic Marketing Consultant Allan Zhang Art Director AdPeople Alok Lall Executive Director McCann World Group Amaresh Godbole Managing Director India DigitasLBi India Ambika Sharma MD Pulp Strategy Communications Pvt. Ltd. Amit Sarda Managing Director Soulflower Co. Ltd. Amit Sarna VP Client Success & Partnerships Kenscio Digital Marketing Pvt. Ltd. Amol Mohandas Business Head Percept Media Anita Rajagopalan Creative Director BC Webwise Pvt. Ltd. Apurva Chamaria Global Head - Brand & Digital HCL Technologies Archana Aggarwal VP Brand Airtel Asheem Tapadia Dy. General Manager - Digital Marketing & Strategy IBM India Pvt. Ltd. Asheesh Sabarwal Chief Marketing Officer Pearson India Ashith Dominic Ballal Head of Branded Content L&K Saatchi & Saatchi Awanish Kumar AVP Kenscio Digital Marketing Pvt. Ltd. Balaji Vaidyanathan Assistant Vice President Franklin Templeton Investments Balakrishna P.M. CEO and Executive Vice President Percept Media Bedraj Tripathy AVP Godrej Interio Beejal Rawal Digital Marketing Manager India & Africa Procter & Gamble Bharat Dhuppar Chief Marketing Officer Omkar Realtors & Developers Bharat Wadhwa CEO Twine Digital Pvt. Ltd. Bijoe George Head-Brand Strategy Advertising & Digital Marketing Cisco Bradley Emerson Regional Director CIMA, Sri Lanka Carlton D'Silva CEO and CCO Hungama Digital Services Chandini Rajaratnam VP CCO J Walter Thompson Charulata Ravi Kumar CEO, India Razorfish Darshana Shah Senior Vice President – Marketing & Visual Hypercity Retail (India) Ltd. Deepak Shetty Chief Marketing Officer Moser Baer India Ltd. Deepali Naair Chief Marketing Officer Mahindra Holidays & Resorts Deric Wong Managing Partner, Strategy OMD China Dhanushree Sant Executive Digital Director JWT, India Dick Van Motman Chairman & CEO Dentsu Aegis Network/ Southeast Asia Eswara Van Sharma Business Director Leo Burnett, Malaysia Eunyoung Park Managing Director Ogilvyone Worldwide Gaurav Kulshreshtha Head, Digital Marketing Bajaj Auto Gaurav Mehta Chief Marketing Officer OLX India Pvt. Ltd. Gaurav Suri Senior Executive Vice President & Head Marketing UTI Asset Management Company Ltd. Girish Budhiraja Chief Marketing Officer SBI Card Glen Ireland Chief Operating Officer Dentsu Webchutney Gopa Menon Vice President Isobar India Gunjan Ghai SVP Brand & Marketing & Product Development SBI General Insurance Harish Nair National Director- Digital Strategy Group M Harshal Shah Director of Digital Innovation & eCommerce Aegon Asia Hushidar Kharas Senior Manager Star India Pvt. Ltd. Jacqueline Cheong Senior Director Global Technology Industry Marketing IHS Global Pvt. Ltd. Jaimit Doshi SVP Kotak Securities Jayraj Jadhav Head E-Business & Digital Marketing Tata AIG General Insurance Jidesh Haridas Head Marketing & Sales Capricoast.com Jitin Paul Chief Marketing Officer Bharti AXA Life Insurance Jordan Chua Managing Director Mirum, Malaysia Kamal Mohan Amesur Executive Creative Director Hungama Digital Services Karan Gupta Chief Executive Officer Andbeyond.Media Kaushik Roy Senior Regional Director & Head South Asia Moneygram International Kaushik Chakraborty Senior Vice President Digital Marketing UTI Mutual Fund Kaushik Mitra Brand Solutions Provider & Co-Founder TAILOR Kayzad Hiramanek Chief Operating Officer Avantha Ergo Life Insurance Co. Ltd. Kumar Samanvaya Misra Sales Director Pocketmath Lalit Bhagia Founder CEO Myrefers Lubna Khan National Strategy Head Orchard Advertising (Leo Burnett Group) Madhulika Jawa Consultant Mindshare Philippines Mala Swarup Founder DMAi Manesh Swamy Creative Director Hungama Digital Services Manish Seth Sales & Marketing Director Bacardi Manjiri Kamat Managing Director Malaysia, Singapore & Philippines Kinetic Worldwide Marco Koeder Digital Business Manager JWT, Japan Marianne Blamire Managing Director Salt Communications, Singapore Martin Conneen President Wunderman, APAC Mazuin Zin Managing Director Lowe & Partners Meera Sharath Chandra Founder CEO & CCO Tigress Tigress Melvin Kuek Managing Director Y&R Singapore Mohan Menon GM & Head Marketing Max Healthcare Mohit Goel Director Marketing & Direct Channel Exide Life Insurance Co. Ltd. 11
THANK YOU VERY MUCH! 12
JURY MEMBERS Nandita Chalam Vice President & Executive Creative Director JWT Naveen Kukreja Group CMO & Director Non Insurance Business Policybazaar.com Navin Kansal National Creative Director Indigo Consulting Neel Sharma COO Buying Madison World Neeraj Karambelkar AVP #Fame Digital Pvt. Ltd. Nilesh Talreja Founding Partner UCID Nishad Ramachandran Senior VP - Digital Experience Cequitysolutions.com Nitin Agarwal Senior Director of Marketing Shopclues.com Nitish Tipnis Director-Marketing & Sales (Nissan) Hover Automotive India Oliver Spalding Regional Head Of Strategy DigitasLBi Pandrang Row Head Pandimonium Lab Srishti Institute Of Art, Design And Technology Paul Aranjo Chief Commercial Officer Infinia Services & Solutions Philip Whittaker Group Chief Marketing Officer Themed Attractions Resorts & Hotels Prabhakar Mundkur Chief Mentor Percept H Prasanjeet Baruah Business Head - Tech, Telco & New Business Facebook Prasanna Sankhé Founder HYPHEN Prashant Mohanachandran CEO AgencyDigi Communications Pvt. Ltd. Praveen Meloth Head Online Marketing Babyoye.com Priya Jayaraman Co-Founder Propaganda India Puneet Vidhyarthi General Manager & Head – Rural JCB India Limited Rahul Guha Digital Marketing & Integrated Communications Professional Rahul Jauhari Chief Creative Officer Rediffusion Y&R Rahul Karwa Senior Vice President Encompass Ralph Rebello Sr. Creative Director J. Walter Thompson, Mumbai Ramakrishnan Laxman Head Digital Business ABP News Network Ramanjit Singh Gulati Creative Director Grey, Kuala Lumpur Ranjan Deshmukh Global Indirect & Digital Sales SAP Rayomand J. Patell VP & Sr. Creative Director Contract India Ritu Gupta Marketing Director Dell International Pvt. Ltd. Rod Strother Director Digital & Social Centre of Excellence Lenovo Rohit Sobti Entrepreneur & Strategic Advisor Rueben Anthony Managing Director Mirum, Singapore Saahil Krishnani Business Head Everymedia Technologies Pvt. Ltd. Sailesh Wadhwa Strategy Planning Director Lowe, Malaysia Sakshi Vij Executive Director CIPL (Cor India Private Limited) Salim Khubchandani Owner On-Target Marketing Solutions Sdn Bhd Sangeeta Iyer Unit Creative Director Lowe Lintas Sangeeta Sharma Manager Marketing Communications South Asia Lufthansa German Airlines Sanjay Sharma Managing Director Accenture Sanjay Tripathy Senior Executive Vice President - Head - Marketing, Product, Digital & E-Commerce HDFC Life Sanjiv Swarup Founder DMAi Satish Ramachandran Sr. Vice President FCB Ulka Advertising Saugata Bagchi Region Head West & South Quasar Media Pvt. Ltd. Saunak Ghosh Senior Manager Star India Pvt. Ltd. Saurabh Dasgupta National Creative Director Innocean Worldwide Saurabh Srivastava CMO Mobikwik Sevantika Bhandari Sr. VP & Head Marketing DHFL Shailesh Nigam Founding Director & CEO Emagine Ventures Retail Pvt. Ltd. Sheilen Rathod Managing Director Ogilvyone Worldwide, Hong Kong Shekhar Banerjee Senior Vice President & Head Madison Media Shephally Aggarwal Director - Brand & Ommunications American Express Shibu Shivanandan SVP Digital Resultrix Shrenik Mehta AVP Media & Digital Initiatives Kokilaben Hospital Sohel I S CEO HDFC Developers Limited Sourav Shah Head E-Commerce AEGON Religare Life Insurance Company Limited Steven Power Group General Manager Wunderman Group, Singapore Sushant Sreeram Head Of Marketing Xiaomi India Sushil Bahl Professor/ Faculty FLAME Business School, Pune Suvodeep Ray Global Marketing Director Greenlight Planet Inc. Tanmay Mohanty Managing Director Performics Tanner Nagib Regional Client Service Director Hakuhodo Asia Pacific Theresa Tsang Creative Director Alpha245 Tripti Lochan CEO VML Qais Vaidyanath Ganesan Vice President & Head Digital Marketing Edelweiss Tokio Life Insurance Vaishakhi Bharucha Director Customer Experience Capgemini India Pvt. Ltd. Vani Aiyer Chief Operating Officer Show Space Vani Dixit Head Loyalty & Campaign Management Axis Bank Vaseem Edroos Deputy General Manager Madison Media Vinay Sharma Head Online Marketing South Asia Singapore Thailand IDP Education Vinay Maheshwari Sr. Vice President DB Corp Ltd. Vinoo Samuel Head Creative Services Accentiv India Vishwas Shringi CEO Voylla.com Viswa Desu Vice President Sales Marketing Brigade Enterprises Ltd. Winnifred Knight Managing Director TheMarketingSite.com 13
14 Campaign Name: All Things Hair | Brand or Company: Unilever | Agency: OgilvyOne Worldwide | Country: Philippines Unilever partnered with Google and Youtube to craft videos based on Filipinas’ top search themes on hair. Key influencers like celebrities and world-renowned video bloggers were made the faces of ‘All Things Hair’, taking customers through 30 pieces of hair content and recommending Unilever products for each style. Choice of keywords and descriptions optimized the channel for search engines, and videos were distributed implementing best practices in paid search, YouTube video advertising and influencer activation. Any product showcased in the channel could be bought directly through an integrated e-commerce system in partnership with online shopping mall Lazada. Women were not just recommended a product but shown a convenient way to achieve the hair solution they were looking for. The results were an improvement of 140bps in sales, and a 140bps improvement in sales revenue against the previous year. Since the launch of the channel, 66% of hair-related Google searches led to the most relevant ‘All Things Hair’ tutorial, generating 13 million video views. The videos gained a 47% average retention rate, which was higher than the industry average of 20%. YouTube subscribers numbered 15,000 and the channel is the biggest hair brand in the Philippines. Millward Brown’s digital study showed that the ‘All Things Hair’ content was 4x more enjoyable and 3x more appealing than traditional branded advertising. Viewers were also 3x more likely to purchase a Unilever product after watching it. THE APPETITE FOR ONLINE HAIR CARE CONTENT WAS HUGE IN THE PHILIPPINES, AND UNILEVER WANTED TO SEIZE THIS OPPORTUNITY FOR ITS WIDE PORTFOLIO OF HAIR BRANDS. ‘ALL THINGS HAIR’ WAS LAUNCHED AS THE FIRST-EVER LOCAL ONLINE CHANNEL FOR HAIR SOLUTIONS AND INSPIRATIONS. THE DMA ASIA ECHO 2015 EFFECTIVENESS - DIAMOND
Campaign Name: Visa Saree | Brand or Company: Visa India | Agency: BBDO | Country: India The 'Dream2Advance' platform was Visa Debit’s initiative to inspire and bring young Indians together over a shared purpose. It came to its notice that women in India, especially rural India, are responsible for so many daily domestic chores that they are left with little time for education. To change this, the brand looked for a solution to take education to these women without taking away from their daily responsibilities. Its TV commercial, 'Dream2Advance', on the subject of women’s education, garnered over 6.4 million views on YouTube and created 75 million impressions on Facebook. It was also honoured with a government of India award and brought 325,000 unique visitors to the 'Dream2Advance' website. The most unusual feature of the campaign was the Visa Saree. If women could not come to schools, the school would be taken to them, the brand decided. It picked an article closest to them, the versatile saree that doubled up as rug, curtain, cradle etc. and was an inseparable part of their lives. School lessons were printed on the saree, merging the one thing Indian women loved the most, with the one thing that would empower them (education), creating a new concept of 'Saree School'. VISA DEBIT WANTED TO PROJECT ITSELF AS A SOCIALLY RELEVANT BRAND IN INDIA, WHAT WITH YOUNG INDIANS FROM EVERY CORNER OF THE COUNTRY DESIRING PROGRESS WITHOUT BARRIERS. THE DMA ASIA ECHO 2015 CREATIVE EFFECTIVENESS - BEST OF SHOW 15
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EFFECTIVENESS AWARDS
18 LEADER Campaign Name: I live the Purple Club Life! | Brand or Company: Mahindra & Mahindra - Automotive | Agency: Hansa Cequity | Country: India EFFECTIVENESS: AUTOMOTIVE WHEN MAHINDRA ENTERED THE HIGH-END SUV SPACE, ITS BIGGEST CHALLENGE WAS TO ENGAGE WITH THE DISCERNING SET OF CUSTOMERS DIFFERENTLY TO DRIVE VALUE, MAKING THEIR VEHICLE OWNERSHIP REWARDING. Its solution was Purple Club, a forum that offered unique programs to members, such as Torque Day, a one-of-a-kind experience of racing around the Buddh International Circuit, a member-only sailing workshop, golfing Sundays, photography workshops and dining exclusives. Predictive analytics models and highly personalized campaigns supported this endeavor. As a result, the Club got 128,665 enrollments, with 61,900+ customers redeeming the club benefits, which ranged from free holidays to car spas. Mahindra sold 179 XUV500/Rexton vehicles through referrals by Purple Club members during this financial year. It also reflected positively on other Mahindra brands, more than 50% in a survey saying Mahindra’s image had improved. Campaign Name: Loyalty Program - Partner Associations | Brand or Company: Tata Motors | Agency: MRM//McCANN | Country: India TATA MOTORS WANTED TO CREATE A STRONG PROPOSITION FOR ITS ‘TATA DELIGHT & TATA EMPEROR’ PROGRAM THAT PROVIDED ITS COMMERCIAL VEHICLE CUSTOMERS POINTS AGAINST SPENDS AT THE TATA MOTORS AUTHORIZED NETWORK. To make it unique, the company studied customers’ post-purchase requirements and forged relevant partnerships to bring more customer benefits against vehicle-related expenses. The partners were Oriental Insurance Company for special insurance cover, including for accident death cover and for hospitalization; Bharat Petroleum, where members could tag their fuel spends; JK & CEAT Tyres for redemption of points against tyre purchase; and Paytm to redeem points against mobile recharges. The results were: more than Rs. 190 million in business for the partners, 300 transactions at BPCL fuel stations daily, and settlement of more than 150 insurance claims. Since members earn points at the partner’s end and come back to Tata Motors to redeem them, its own service revenue rose 33%.
EFFECTIVENESS: BUSINESS AND CONSUMER SERVICES 19 SILVER THE CHALLENGE FOR AIRTEL IN PROJECTING ITSELF AS THE PREFERRED SERVICE (2G, 3G AND 4G) FOR SMARTPHONES WAS TO STRONGLY MOTIVATE PEOPLE WHO ARE RESISTANT TO CHANGE EVEN IF THEY ARE UNHAPPY. ‘The Smartphone Network’ campaign reached out to 18-35-year-olds on Facebook with awareness build-up and hyper-targeting, in which the audience was layered according to various parameters like 2G or 4G, handset, data consumption, Airtel/non-Airtel users, and shown specific messages to motivate them to change or upgrade. Airtel became the first brand globally to use Facebook’s Signal-Strength (2G/3G) targeting and the Reach-Frequency planning tool.The campaign reached a whopping 100 million customers, its total reach at 91 million, and total exposures delivered at 96 million. Hyper-targeting proved right, as 53% of monies on Facebook which were put on hypertargeting delivered 98% share of leads, 17% of monies for Airtel users delivering 61% of leads. Campaign Name Keeping pace with the consumer Brand or Company Airtel Agency Madison Communications Country India
EFFECTIVENESS: BUSINESS AND CONSUMER SERVICES 20 BRONZE RANGSIT UNIVERSITY (RSU), THE THIRD LARGEST PRIVATE INSTITUTION IN THAILAND, WANTED TO CREATE A DISTINCTIVE PROFILE FOR ITSELF AMONG HIGH SCHOOL STUDENTS AND THEIR PARENTS. With the cream of academically inclined students going to the state-owned universities, and the other top private universities already positioned strongly, RSU cast itself as a place for experiential learning, versus just learning from textbooks, to make higher studies more approachable for the student. Its campaign had videos showing situations illustrating this—like a nursing student helping out in an ICU—and carried testimonials from current RSU students. The message was made available across its website and on Facebook, YouTube and Twitter. The results were: 6.2 million impressions on Facebook and YouTube within three weeks, a 10% annual increase in admission numbers, and massive earned media on leading Thai websites such as MarketingOops and BrandBuffet. Campaign Name RSU Experience Brand or Company Rangsit University Agency mInteraction/Mindshare Country Thailand
EFFECTIVENESS: COMMUNICATIONS / UTILITIES 21 GOLD VODAFONE BUSINESS SERVICES (VBS), WHICH WAS CREATED FIVE YEARS AGO TO PROVIDE TOTAL TELECOM SERVICES TO ENTERPRISES, WAS BOGGED DOWN BY A PERCEPTION PROBLEM. The reputation of Vodafone India overshadowed it, and customers saw it as just a mobility services provider. VBS had to bring about a perception change in the market. Having discovered that 50% of Indian organizations they met were not ready to meet future competition and changes in business environment, it decided on a line of communication titled ‘ARE YOU A READY BUSINESS?’ – A reality check for businesses in India. It created Readiness Index - a survey tool which scored companies on their Readiness Quotient. This was supplemented with relevant VBS product recommendations, after which the user was offered a consultation with VBS experts. In parallel, the VBS website and wapsite were reskinned to strongly bring out the essence of the Ready Business philosophy. Additionally, a series of e-mailers, webinars, social media promotions and display ads were strategically used to push the Ready Business philosophy to businesses. The campaign ended with a 39% increase in leads, almost double the targeted 20%. While less than 20% of leads used toinquire about total telecommunication services prior to the campaign, 75% of leads were now asking about it, demonstrating an improvement in the quality of leads generated. 44% of the overall leads that were yielded by the campaign have been converted, with a revenue of $1.3 million already pocketed and $8.7 million in the pipeline, all at an initial investment of just $63,000. Campaign Name Beyond Mobility - A $10 MN story Brand or Company Vodafone Business Services Agency OgilvyOne Worldwide Country India WINNER SILVER
EFFECTIVENESS: COMMUNICATIONS / UTILITIES 22 SILVER AIRTEL WANTED TO INCREASE SUBSCRIPTION TO ITS STREAMING APP WYNK, AND DECIDED TO TAKE ITS COMPETITOR HEAD ON WITH SMART DATA-DRIVEN PLANNING. Android was the market leader but fragmented in price points, so Airtel planned creatives and communication based on screen size and category users. Its search strategy localized communication through an understanding of regional and national trends, using 15000+ categories of keywords on music, movie and app preferences. Its social strategy segmented customers on location, behavior and trends; it also used third party analytics for cross-device optimization and scale. Wynk became the number one trending app in the first week of the campaign, staying there for three days. It was the fastest to reach 2 million downloads, and broke into the top 15, overtaking competitors Gaana and Saavn. Campaign Name Wynk Music App Brand or Company Bharti Airtel Ltd Agency Performics Country India
EFFECTIVENESS: COMMUNICATIONS / UTILITIES 23 BRONZE THE SALES CYCLE FOR VODAFONE BUSINESS SERVICES WAS VERY LONG SINCE DECISIONS FINALLY RESTED WITH THE C-SUITE WHO WERE BEYOND THE SALES FORCE’S REACH. To establish connection with the C-suite, Vodafone hosted the ‘Executive Water Cooler’ on LinkedIn where many of the C-suite were registered, creating an invite-only group for Vodafone Tee Walk, a golfing event for senior executives. The strategy was to stimulate conversations between the C-Suites, while building brand affinity without branding (avoiding sales pitches while delivering information). The conversations were spearheaded by Vodafone India COO Naveen Chopra. To sustain engagement, conversations around golf were seeded into the group through content buckets like Golf and Leadership, Golfing Trivia and Tips, Golfing and Business.The strategy has yielded 162 C-Suite relationships since January 2014 against the targeted 25, representing potential business opportunity of USD 2.43 million for Vodafone, at a savings of $21,887 per contact. Campaign Name $2.43mn worth leads. Zero cost. Brand or Company Vodafone Business Services Agency OgilvyOne Worldwide Country India
EFFECTIVENESS: CONSUMER PRODUCTS 24 GOLD TO GRAB THE ATTENTION OF CONSUMERS EXPOSED TO SUPERIORITY CLAIMS FROM ALL SANITARY NAPKIN BRANDS, P&G DECIDED TO LEVERAGE A RELEVANT LIFE TRUTH TO SHOW THAT WHISPER ULTRA HELPS YOUNG WOMEN TO BE ‘UNSTOPPABLE’ AND GIVE THEIR 100% EVEN DURING THEIR PERIOD DAYS. The campaign was centered on the many traditional beliefs in India about menstruating women—that they should not enter the kitchen or worship room, or touch pickle jars for fear the pickle would rot. The Touch the Pickle campaign was designed to tackle these taboos. The first phase ‘Motivation’ established ‘Touch the Pickle’ as a metaphor for breaking free from period taboos and getting women to speak in the social media about taboos, and whether they agreed or disagreed with them. The ‘Agitation’ phase aimed at busting myths, its video launch showing a young girl breaking taboos with grandmothers in support. Experts talked about why taboos don’t make sense today. The final phase ‘Culmination’ enhanced Whisper Ultra’s role as an enabler. Celebrities pitched in to motivate women; actor Parineeti Chopra dressed in white bottoms to unveil a giant installation of a Whisper pack by tearing away the newspaper wrapping, which was a symbol of the shame factor as napkins are sold wrapped in paper in India. The campaign reached out to 51.2 million women on Facebook and Twitter; there were 1.96 million views on YouTube, while 2.9 million women participated in the movement against period taboos. The movement was covered by Scoopwhoop, Story Pick, Afaqs & Lighthouse Insights. The campaign awareness recorded 73% unaided recall; 55% could associate the campaign with Whisper. It led to 6.1 million worth of earned media coverage, 1.2 billion earned media impressions (PR + Social), and 850+ exposures in the target media list of the target audience. Campaign Name Whisper Touch The Pickle Brand or Company Whisper - P&G India Agency Quasar Media Country India
EFFECTIVENESS: CONSUMER PRODUCTS 25 GOLD ARIEL WANTED TO MAKE MEN AND WOMEN BOTH SEE LAUNDRY AS A FUN HOUSEHOLD JOB THAT CAN BE SHARED BY ALL. The challenge was to get men to do the laundry, as a survey had shown that 76% of married women felt men prefer to relax at home rather than help with household chores.This led to the ‘Share the Load’ campaign. The campaign was kick-started with a provocative question ‘Why is laundry a woman’s job ’ sparking a national conversation. On-ground, Ariel created ‘Basket Ball Laundry’, attaching a hoop on top of a washing machine at cinemas. Here, the ease of washing with Ariel, which removed stains with one wash, was conveyed, showing that anyone could do laundry, including men. At the washing machine hoops, men gamely did the laundry while women enjoyed watching them at it. Sharing the laundry at home isn’t that difficult either, was the message. The campaign video got 6.8MM views on YouTube; and engagement rate on Facebook was up by a record 225%. On Twitter #ShareTheLoad trended nationally, getting over 8 million impressions. The campaign led to an increase of 132% in unaided brand awareness within the first month. It generated free media worth US 3 million. Over 1.2 million men pledged to ‘Share the Load’ across the country through mobile, social media, mall activations and purchase of Ariel Matic His & Her pack. During the campaign period, value sales for Ariel increased by 22% versus the year-ago period. Campaign Name Share The Load Brand or Company Ariel Matic - P&G India Agency BBDO Country India
26 SILVER NESCAFE WANTED TO INCREASE COFFEE CONSUMPTION IN INDIA, A NATION THAT DRINKS 60 TIMES MORE TEA THAN COFFEE. Its digital media campaign cast Nescafe as the perfect companion, partnering people as they went about their life journey. Its YouTube video IT ALL STARTS WITH A NESCAFE was an inspirational story of a stammering comedian, which youth were encouraged to discuss and share on Facebook. On Twitter, the story was shared using #itallstartswith, asking youth to share their ownstories of resolve. Well-known comedians Tanmay, GK Khamba and Gabbar Singh used the #itAllStarthashtag on Twitter to talk about their association with coffee during their struggles. The YouTube video got 5 million views, while 3000 stories were viewed by 6 million on Twitter. Brand Lift Survey showed a 130% uplift in people remembering the Nescafe Ad seen recently online, and a 201% uplift in 18-24-year-olds. CADBURY 5 STAR, WHICH GOES BACK FOUR DECADES IN INDIA AND IS REMEMBERED FOR ITS BRAND AMBASSADORS RAMESH AND SURESH WHO CREATED DELIGHTFUL NONSENSE, WANTED TO SHED ITS ‘RETRO’ IMAGE WITH THE NEW-AGE AUDIENCE. It wanted to create a deep involvement with the youth, and create shareable messages, increasing its Share of Voice. It was Cricket World Cup 2015 time, and 5 Star decided to cash in on it, although it was nowhere officially involved with the event. It had to do it foot-in-the-door style. Ramesh and Suresh were resurrected, and became commentators for an India vs South Africa match, but in a very different way.They watched the match live, recorded quirky commentaries on SoundCloud, and broadcast them on Twitter, thus turning Twitter into a live online radio station. They also gave 6-second Vine tutorials for the boys in blue using Cadbury humor, rounding off the finals with a display of raw emotion, yelling, cheering, jeering etc. using real-time quirky GIFs. Without formal tie-ups and sponsorships, the brand had leveraged new platforms to talk to its audience, discovering a new way of creating a TV Twitter experience through the use ofother fringe platforms.By the end of the games, Cadbury 5 Star’s online share of voice increased from 1.4% before the World Cup, to 46.2% post it. Its Twitter handle grew twice faster than the competition’s, and it was also the most engaged brand on SoundCloud globally. Campaign Name Lets get started on digital first Brand or Company Nestle India Agency Performics Country India Campaign Name Lost At The World Cup Brand or Company Mondelez India Foods Ltd Agency OgilvyOne Worldwide Country India EFFECTIVENESS: CONSUMER PRODUCTS
27 BRONZE BACARDÍ WANTED TO REINFORCE ITS POSITIONING OF ‘UNTAMEABLE’ THROUGH ENGAGEMENT, HIGHLIGHT ITS 150-YEAR HERITAGE AND ALSO REMAIN AT THE FOREFRONT IN THE YOUTH CULTURE OF ‘PARTYING’. It organised an invite-only, global music festival on a private island in the Bermuda Triangle, which only 10 guests could attend from India, if they won a digital contest. On Facebook, the campaign #BacardiTriangle tested users’ knowledge of BACARD ’s heritage and the artistes performing at the Triangle, and on Twitter, #DisappearingTweets shot questions that would disappear every 31 minutes. Influencer seeding was done through collaboration with Twitter’s popular influencers, such as EDM artiste Nikhil Chinapa. The campaign brought 250 million digital impressions, a total of 100 million impressions on radio, TV and YouTube, and a whopping 102,006 contestants, a never-before in the alcohol beverages industry. BACARDI was among the top five most interactive brands in India during the campaign period on Twitter. TO IMPROVE ITS MARKET SHARE AND POSITION FROM 2.5% AND 6, RESPECTIVELY, CONDOM BRAND DUREX DECIDED TO ENGAGE INDIAN YOUTH WITH A SHOW THAT EDUCATED BUT DID NOT PREACH. Called ‘Rex Talk’, the show on MTV was kicked off with promos featuring current heart throb Ranveer Singh exhorting youth to come out and talk about sex, a taboo subject in India. Sixteen shortlisted contestants were divided into four teams in a boot camp, and tasked with busting common sex myths by talking with people on the street. The show generated over 4 million video views, and a reach of 5.5 million on Facebook and 2.5 million on Twitter. The brand’s Spontaneous Awareness scores rose 44% and market share in the top 35 markets from 4.8% to 5.7%. In Mumbai and Delhi, where the program had maximum viewership, market share rose from 11.6% to 15.6% and from 8.7% to 10.5%, respectively. Campaign Name Bacardi Triangle Brand or Company Bacardi India Pvt. Ltd. Agency Dentsu Webchutney Country India Campaign Name Durex-Rex Talk Brand or Company Durex-RB Agency Interactive Avenues Country India EFFECTIVENESS: CONSUMER PRODUCTS
28 BRONZE REEBOK WANTED TO PROJECT ITSELF AS AN ENABLER OF FITNESS FOR THE WHOLE NATION BY COMMUNICATING THE MANTRA THAT FITNESS WAS FOR EVERYONE, AND NOT JUST FOR THOSE WHOSE JOBS DEMANDED IT. Its campaign drove home the message by roping in author Chetan Bhagat whose job hardly called for fitness, but who was charismatic and popular across age groups to announce a 100-day fitness mission as a New Year resolution and exhort others to do so too. His progress updates were tracked by his 4.58 million Twitter followers and 6.2 million Facebook fans. INR 10.7 million in earned media, INR 10.5 million in brand engagement, and a 797 per cent increase in fan engagement resulted. The campaign was featured in the mainstream media, in lifestyle magazines such as GQ India and Elle India, and was deemed a success by Afaqs and digital curator Lighthouse Insights. PHILIPS, TARGETING CITY WOMEN AGED 24 TO 40 FOR ITS BRAND AIRFRYER, WANTED TO LINK ITS TV AD TO A MOBILE CAMPAIGN, BOTH TO REINFORCE BRAND COMMUNICATION AND TO SPEAK DIRECTLY TO ITS AUDIENCE. Its seamless cross-device campaign, a first in India, used audio identification technology, getting smartphones to pick up details of viewers of the ad. A mapping site filtered the details for prospective users, delivering them sequential communication messages on their phones for better engagement. The campaign fetched a 525% increase in website traffic, a 300% increase in search traffic in the regions it covered, and drove many purchases, all at less than 40% of the cost of a conventional TV campaign. Campaign Name Reeboot100 Brand or Company Reebok India Agency Isobar Country India Campaign Name India's First Multi-Device Conversations Brand or Company Philips India Agency Isobar Country India EFFECTIVENESS: CONSUMER PRODUCTS
29 BRONZE BRAND DOMEX, AS PART OF THE UNILEVER SUSTAINABLE LIVING PROGRAM, HAD JOINED HANDS WITH UNICEF TO PROMOTE GOOD HYGIENE PRACTICES, AND WANTED TO RAISE AWARENESS AMONG NETIZENS IN INDIA, WHERE LACK OF TOILETS EVEN POSES A DANGER TO WOMEN’S SAFETY. Its campaign made a quintessential Indian village girl Babli’s need for a toilet a national concern, showing viewers some hard-hitting facts as they followed her about on a scrolling website. It got influential bloggers, including 100 popular Twitteratis using #toiletforBabli, to seed content on open defecation and Domex’s actions, and did a homepage takeover on Yahoo! The total potential campaign reach was calculated at over 100 million; 250 blogger pieces reached over 5 million people, and the Yahoo! homepage brought 7 million impressions. Netizens donated Rs. 1.1 million for a toilet for Babli. HINDUSTAN UNILEVER WANTED TO DRIVE PARTICIPATION AND COLLECTIVE ACTION IN PROJECT SUNLIGHT'S WATER SAVING MISSION. The Sunlight Living Challenge tasked 10 families with saving water for a #brightfuture, underscoring the role of children as agents of change. Passionate advocate of water conservation Mini Mathur hosted the challenge, mentoring the water saviours. The Challenge tested the Sunlight Heroes for water IQ, innovation and advocacy, a parallel effort on Facebook asking fans to beat these IQs. A Slow the Flow app was also generated, and a shower song Paani bachaayega to doosra nahaega, (promising a second bath if water is saved) was aired on RED FM. The results showed a registered 182 million acts, 1500 parents sharing innovative water solutions as suggested by kids, a reach of 6 million, 1.1 million new fans, and 13% online engagement. Campaign Name Toilet for Babli Brand or Company Domex Agency PHD Country India Campaign Name Sunlight Living Challenge Brand or Company Hindustan Unilever Agency BC Web Wise Country India EFFECTIVENESS: CONSUMER PRODUCTS
30 BRONZE GILLETTE WANTED TO CREATE A NATIONWIDE UPROAR THAT 'UNSHAVED IS UNBATHED'. Research had revealed that 83% of women think an unshaved man looks unbathed too. However, men wanted visible proof of what women thought. Gillette partnered with Grazia, releasing the same edition of the magazine with two different covers, one showing a clean-shaven model with no body hair, the other showing the same model sporting a stubble and body hair. They were placed in ladies’ salons and news stands in select Indian cities. A hidden camera tracked which of the two was picked up by women, helping to start a debate on what women think about unshaven men. The campaign demonstrated how shaving can create an everlasting impression on women. It got earned media coverage worth 9.4 million, 1.78 billion impressions, 2.7 million Facebook fans, a million YouTube views, and four months of record back-to-back share growth for Gillette. DOVE WANTED TO INCREASE SALES BY 10% WITHOUT SHEDDING ITS PREMIUM PRICING. This was to counter a 9% year-to-date sales drop, as many much cheaper brands pushed the Dove proposition of ‘softer, smoother skin’ at a much lesser price. With the ultimate go-to beauty solution for Indian women being parlor treatment, Dove strategically positioned itself as the soap that gave a ‘parlor-like glow.’ Rather than an expensive soap, it was now an inexpensive parlor! A Mystery Beauty Experiment was filmed on video capturing six real women who were whisked away to a spa-like setting and asked to name the mystery product they were treated with. They were astonished that only Dove had been used. The experiment was hosted on a Dove microsite and on YouTube; conversations were fueled on blogs and Twitter. The strategy brought audience engagement of 18,621 hours, while sales exceeded target, rising 12% year-to-date. Campaign Name Gillette Grazia Brand or Company Gillette - P&G India Agency BBDO Country India Campaign Name How Dove repositioned itself Brand or Company Dove Agency OgilvyOne Worldwide Country India EFFECTIVENESS: CONSUMER PRODUCTS
31 LEADER Campaign Name: Bringing the human touch to e-commerce Brand or Company: Eureka Forbes Ltd. Agency: Direct Entry Country: India EFFECTIVENESS: CONSUMER PRODUCTS EUREKA FORBES WANTED TO BUILD AN E-COMMERCE CHANNEL TO DRIVE SALES, BUT IN SUCH A WAY THAT IT WOULD STRENGTHEN ITS 30-YEAR DIRECT-TO-HOME APPROACH RATHER THAN DILUTE IT. The channel’s main feature was the online Water Doctor feature, which enabled customers to find the right purifier for their home based on their water source, identified by PIN code. Behind this was intelligence gathered over the years by the company from across the country. Demo videos would show the best buy to customers, who could then book home demos or avail of e-Buy assistance. The website was optimized for mobile phones keeping in mind the growing trends. Eureka Forbes also had dedicated e-commerce cells and analytics to tracks consumer journeys. The website increased leads by 203%, transactions by 934%, and online revenue by 887%.
EFFECTIVENESS: EDUCATION 32 BRONZE MANIPAL UNIVERSITY, WHICH BOASTS ALUMNI SUCH AS SATYA NADELLA WHO NOW HEADS MICROSOFT, WANTED TO RECAST ITS ONLINE PRESENCE TO MATCH ITS CAMPUS VIBRANCY, MAKING FOR AN EXPERIENCE THAT WOULD AMPLIFY EVERY ASPECT OF THE MU BRAND AND GENERATE LEADS FOR MORE ADMISSIONS. The new design worked around the idea of 'Inspired Learning’ through real-life stories and imagery, including candid pictures, student testimonials, job placements and unique content for parents, students and other stakeholders. A new navigation model and a wireframe prototype helped reinforce the site’s direction. The results were: a stickier website time spent on it rising 69% - an increase of 11% in leads, a 22% annual increase in applications, a leads-to-application conversion of 18 per cent, and acquisition cost savings of Rs. 2.5 million. There was a 40% hike in visitors on the mobile and a 25% increase in mobile traffic share. Campaign Name Manipal University (manipal.edu) Brand or Company Manipal University Agency SapientNitro Country India
33 LEADER Campaign Name: Classmate Spell Bee - Content is King Brand or Company: Classmate Spell Bee Agency: WATConsult Country: India EFFECTIVENESS: EDUCATION CLASSMATE SPELL BEE, A SPELLING COMPETITION FOR STUDENTS FROM GRADES 5 TO 9 POWERED BY THE TIMES OF INDIA, ASKS FOR SELF-LEARNING FROM STUDENTS. To help them with this, and to shore up their spelling quotient that was deteriorating because of the wide acceptance of English slang and texting language, it engaged with them on Facebook in a fun and interactive way. It pushed content only organically and did not promote its posts at all. The content had word guessing games, including one that showed four pictures containing hints about the one word linking them, and another that taught new words. A reach of 1, 31,584 was garnered organically on Facebook, at a time when its organic reach is dipping by the minute.
34 SILVER CITIBANK WANTED ITS CREDIT CARD EMI PROPOSITION TO STAND OUT AMID THE CLUTTER OF DIWALI ADVERTISING. Its Real Time Augmented Chaser Model’ was many-layered. ‘Placement’ ensured that a customer who clicked on a festival offer online saw a Citibank EMI card offer for the product right next to it, making his dream appear a real possibility. A Citibank EMI ad chased Macbook Pro on IBN live, for example. Its campaign chased the festival calendar of big brand advertising for this. It created the impression that Citibank EMIs were an intrinsic part of consumers’ lives as they made purchases, its ads being viewed as content and not advertising. Citibank credit card sales rose 40% and transactions 46% in the 15 days of the campaign; more than 21 million impressions were served, leading to a 15X jump in traffic to its EMI offer page. EDUCATING A POPULATION WARY OF INVESTING IN MUTUAL FUNDS AND INTIMIDATED BY THE FINANCIAL JARGON IN REGULAR INVESTMENT LITERATURE WAS FRANKLIN TEMPLETON INVESTMENTS’ CHALLENGE. Its campaign was an online and mobile quiz game on investment and mutual funds, embedded in the theme of cricket, a sport of mass appeal in India. The Fundtastic Cup quiz posed 1800 increasingly complex questions, its prizes at various milestones of the game culminating in a lucky draw for a trip to Australia. Campaigns on Facebook, Twitter and LinkedIn, banners on Google Display Network, and e-mailers to participants, fetched 100,000 registrations in just six months for the game, which ran 20,00,000 sessions with a cumulative play time of 15,000 days, or 31 minutes per user. The app was installed 241,675 times, topping the education category in the Android play store at its peak, and significantly improved people’s perception of mutual funds. Campaign Name Citibank Real Time Augmented Chaser Brand or Company Citibank EMI Agency MEC Global Country India Campaign Name Fundtastic Cup Brand or Company Franklin Templeton Asset Management Agency Social Wavelength Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES FINALIST
35 SILVER AXIS BANK HAD BECOME THE THIRD LARGEST PRIVATE SECTOR BANK IN INDIA BY 2014, BUT IT WANTED ITS IMAGE TO STAND FOR SOMETHING DISTINCTIVE SO THAT IT COULD BETTER FIGHT FOR CUSTOMER MIND SPACE WITH ITS MORE ESTABLISHED COMPETITORS. It created a forum #MyIdeaOfProgress on multiple social media platforms, inviting people to express what their idea of progress was and bring it to life over ten consecutive days. Later, the bank itself would take on selected ideas and execute them. The campaign attracted 190,000 website visits and 45,000 original ideas, even though participants stood to gain nothing like prizes or points. The bank’s engagement on Facebook rose 142% and on Twitter 101%. It moved from fourth to top position as the most engaging bank brand on LinkedIn. Most importantly, consideration increased 26%, while the major competitors’ consideration showed degrowth. AMERICAN EXPRESS WANTED TO GROW ITS TRAVEL BILLINGS IN INDIA BY GETTING MORE MEMBERS TO USE THEIR CARD WHEN PURCHASING TRAVEL, AND ALSO BUILD ON THE AMEX LEGACY OF TRAVEL, CREATING LOYALTY WITH THE PROPOSITION ‘CARD FOR TRAVEL’. It partnered with 20 leading players across airline, lodging, travel portals and car rental services offering discounts and offers across 40 destination countries. Offers were funded by the partners, resulting in cost-effectiveness for Amex. To break through the clutter, the program hand-hold customer rights from the dreaming stage to the sharing of travel tales through offers and aids. This was publicized through a 360-degree BTL campaign. Travel, as a result, became the fastest growing category for Amex in April 2015. Growth was 27.1% against 18% in the same period the previous year. Campaign Name My Idea Of Progress Brand or Company AXIS Bank Agency Indigo Consulting Country India Campaign Name Take Off With Amex Brand or Company American Express Agency Kaps Advertising Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
36 SILVER SBI, INDIA’S LARGEST BANK, WANTED TO SHED ITS HOARY IMAGE AND MAKE A BETTER CONNECT WITH THE NEXT-GEN OF UNDER-35s. The bank made its official presence on Facebook, YouTube and Twitter between November 2013 and April 2014 with interactive content and tutorials. A unique digital proposition sbiINTOUCH, a holistic digital branch targeted at the next-gen, was launched. The in-house analytics tool provides interesting customer insights and was also used for redressal of user complaints. 385 tech learning centres were promoted across India and footfalls at six sbiINTOUCH outlets touched 143,269. In less than two years, SBI was second in total followers on Twitter and third on Facebook; its YouTube subscribers of over 7,000 are the highest for any Indian bank. In January-December 2014, its customer base rose 22% on-year to 256.8 million, customers aged 21 to 35 constituting 82.5 million, a 35% Y-on-Y rise. SHARE BROKING COMPANY KOTAK SECURITIES WANTED TO CREATE A HINDI WEBSITE—A SECTOR-FIRST—TO TAP THE HUGE BUSINESS POTENTIAL OF A MASSIVE, UNADDRESSED AUDIENCE. Instead of direct translation from English, special Hindi copy was created with relevant and customized content, making for a virtual stock market university in Hindi. Its call centres and branch representatives helped it create a query matrix, making the website ready for Google’s Hummingbird update, which ranked higher those websites that answered queries. Specific code customizations ensured that Google understood Hindi content as a valid language. SEO-friendly changes were made, and popular content portals used to spread the word about the website. The campaign generated 23 % incremental leads at 20 % better qualification rate and 57% better conversion rate than from English content. ROI was 4X, and still increasing. What’s more, revenue per customer from Hindi content was 4.7X that of English content. Campaign Name SBI Engages Millennials Brand or Company State Bank of India Agency Adfactors PR Country India Campaign Name Speaking Our Customer's Language Brand or Company Kotak Securities Agency SMG Convonix Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES 37 SILVER BIRLA SUN LIFE MUTUAL FUND’S EQUITY FOCUS AIMED TO INCREASE SALE OF ITS EQUITY PRODUCTS TO CUSTOMERS, WIN NEW CUSTOMERS, BRING BACK INACTIVE CUSTOMERS, AND INCREASE AVERAGE HOLDINGS AS WELL AS THE PERIOD OF TIME ITS CUSTOMERS STAYED INVESTED. It deployed analytics to understand different customer segments, and moved its communication focus from sell to engage. Allotment of household IDs to create more surround, information on wealth creation and linkage of distributors with customers were some of its key actions. Product excitement was generated and equity stressed as a line of business. The results were: a 237% increase in fresh sales of equity products over the previous year, at Rs 63.45 billion, improvement of its equity fund ranking from 10 to 2 in the new investors’ product preference selection, activation of 79,833 inactive investors and 1168 inactive distributors, and a 41% increase in average ticket size of SIPs. Campaign Name CLTV Brand or Company Birla Sun Life Mutual Fund Agency Pi Communications Country India
38 BRONZE AMERICAN EXPRESS WANTED TO GROW ITS CARD BILLINGS TO THE MAXIMUM DURING DIWALI, THE PERIOD OF HIGHEST CUSTOMER SPENDING IN INDIA. Following the 80:20 rule of income that a small minority fetched the majority of results, it decided to focus only on key online and offline merchants and partners, and concentrate on large transactions only. Tie-ups with the top three online merchants, Flipkart, Amazon and Snapdeal, and with Future Group and The Mobile Store offline, offered cashbackand rewards of 3X, 2X and 5X, patterned on a popular Diwali card game, on spends of over Rs. 15,000. BTL and digital channels were deployed to promote the campaign, which eventually brought 230,505 transactions, 32% higher than in the previous Diwali season, and total Amex billings of US 19.83 million from the partners, a jump of 60% over the previous year. RETAIL BROKING AND INVESTMENT SERVICES AXIS DIRECT DISCOVERED THAT ITS EMAILS TO CUSTOMERS GIVING THEM MARKET UPDATES WERE OFTEN OPENED LATE, AFTER STOCK MARKET CHANGES HAD MADE MUCH OF THE INFORMATION IN THEM REDUNDANT. To provide them relevant messaging through email at all times, an innovative email marketing solution was devised. Emails now contained dynamic content that changed with time; a fully automated process ensured that the content of mailers automatically changed, getting updated to real-time Daily Market Notes, irrespective of when the mails were opened. The result was that Open Rate value increased by 61.2% (average from 25 campaigns) and CTR value by 248.5% (average from 25 campaigns). Average feedback rating from 400 users was 4 out of 5. Campaign Name American Express Festive Campaign Brand or Company American Express Agency Kaps Advertising Country India Campaign Name Real-time Email Personalisation Brand or Company Axis Securities Limited Agency Kenscio Digital Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
39 BRONZE LOOKING FOR AN UNTAPPED SOURCE OF BUSINESS FOR ITS COMMERCIAL VEHICLE LOANS, HDFC BANK DECIDED TO TARGET PRINCIPALS, DEANS AND TRUSTEES OF EDUCATIONAL INSTITUTIONS FOR LOANS FOR THEIR BUS FLEETS. Their list was identified from the bank’s database, and a Direct Mail pack sent to them with the message ‘Your School First’, asking the addressee to write the school’s name in a window cut on the pack before opening it. On opening the envelope, the name would appear on the side panel of a picture of a school bus, now customized with the school’s name. Inside was a Bus Loan letter. This departure from targeting traditional sources with phone calls and messages for commercial loans was a first for the bank. Around 10,800 Direct Mail packs were sent, covering 5,000 schools, in what was a case of precision marketing. Campaign Name HDFC Commercial Vehicle Loan DM Brand or Company HDFC Bank Agency RAPP Country India Campaign Name Take Off to Your Next Destination Brand or Company American Express Agency MRM//McCANN Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES AMERICAN EXPRESS WANTED TO INSTITUTIONALIZE A PLATFORM HOSTING ALL ITS TRAVEL-RELATED OFFERS THAT WERE CURRENTLY BEING MADE THROUGH ADHOC EMAIL COMMUNICATION. It created an online microsite showcasing all the travel benefits of its cards, and all the offers, launching it appropriately during the summer, targeting frequent flyers, holiday planners, and SINK and DINK members. The core proposition was ‘Take off to your next destination’, all communication leading to the microsite. The creative vision was that the site should appeal to the ‘traveler’ inside a person, resulting in his exploring the offers. Without any additional marketing efforts, Amex got 40,000 people visiting the microsite with a stay time of 2 minutes, 40 seconds, indicating that visitors were exploring the site; 60,000 pages were browsed on the site, and 600 people clicked to apply for an Amex card from the summer travel site. Year-on-year travel growth increased by 36.4 %.
40 LEADER Campaign Name: Travel More. Travel in Style. Brand or Company: American Express Agency: Ogilvy & Mather Country: Hong Kong AMERICAN EXPRESS WANTED A FRESH POSITIONING FOR ITS AIR MILES CREDIT CARD IN HONG KONG, AS THE AGGRESSIVE AND SATURATED MARKET HAD LED TO A STAGNATION IN MEMBER ACQUISITIONS. It decided to cut out of the miles race and created a ‘whole package’ instead, targeting the young, affluent and travel-savvy. The new Cathay Pacific Elite Credit Card came with a generous welcome offer, a competitive air mile earn rate and complimentary lounge access, priority check-in and boarding, and travel insurance. The campaign featured in print and digital media, as well as on trams, MTRs, bus shelters, cinemas and Cathay flights, focusing on the end experience through evocative pictures like a beach in Bali. It achieved an incremental increase of 20% in new card member applications and 7% in new card acquisitions, while incremental monthly average spend per card account increased by 25%. Campaign Name: Pay with Points Brand or Company: American Express Agency: Kaps Advertising Country: India AMEX LAUNCHED A SERIES OF ‘PAY WITH POINTS’ CAPABILITIES IN THE INDIA MARKET STARTING AUGUST 2014, ALLOWING CARD MEMBERS TO REDEEM POINTS AT OVER 2500 POS INCLUDING RESTAURANTS, AND PAY FOR SPECIFIC TRANSACTIONS ON THEIR ONLINE CREDIT STATEMENT. It wanted to make its rewards program a ‘lighthouse identity’ for itself, to differentiate it from competition. Its ‘multi-modal’ campaign with the theme ‘Shop with Points/Dine with Points’ used emailers, SMS, card statements, catalogs, Facebook posts and visibility at merchant stores and restaurants negotiated at no extra cost. A ‘pay for lunch’ facility was launched too. The campaign saw around 600 million points redeemed, and a rewards reduction of US 570 million. Average redemption size was a healthy 25,000 points. Visibility upwards of US 5 Million was earned, and the campaign received market acclaim for loyalty marketing at the AIMIA 2015 awards. EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
41 SILVER FINDING THAT TOP MARKETING EXECUTIVES WERE INTERESTED IN THE DIGITAL MEDIUM BUT STILL WARY OF IT, GOOGLE DECIDED TO INTRODUCE THEM TO ITS DIGITAL MARKETING TOOLSET SO THAT THEY WOULD BE MORE COMFORTABLE USING IT, THEREBY GENERATING MORE REVENUE FOR GOOGLE. Partnering with Indian School of Business, GroupM and the Boston Consulting Group, an interactive ‘CMO Bootcamp’ was organized in Mumbai. 260 of the biggest companies, Indian and global, were approached with a registration process that itself gave them a first-hand experience on the role of digital in marketing. The residential workshop taught various aspects of digital marketing, offering digital product crash courses and company-centric consultations. 27% of invitees attended the event, nearly 90% of them seeking customized digital marketing solutions using Google’s marketing tools.Google exceeded revenue targets for the event, with over $ 2 million worth of revenue in the pipeline from top 25 prospects alone. LINKEDIN WANTED TO BUILD RELATIONSHIPS WITH ASIAN’S IN A MANNER THAT APPEALED TO THEM CULTURALLY, TO CREATE AWARENESS ABOUT ITS STRONGEST B2B OFFERING—ITS PRODUCT SUITE FOR HR AND RECRUITING PROFESSIONALS. Under a program ‘Conscious Business Philosophy’, conceptualized by Fred Kofman, leader of organizational effectiveness at LinkedIn, it decided to celebrate 30 CHROs in APAC who exemplified the ideals of trust and integrity; four would get the Conscious Business Leadership Award at LinkedIn’s annual flagship event – Talent Connect in Sydney, 2015. A multichannel approach brought 140 nominations for the program, which resulted in net new relationships with over 100 APAC accounts, engagement of the C-suite who had earlier declined LinkedIn invitations, bookings of 100,000 new deals within a single month, and big enterprise accounts in Japan and India. The campaign achieved ROI of 77X compared with the targeted 5X in terms of the size of prize. Campaign Name Google CMO Bootcamp Brand or Company Google India Agency MRM//McCANN Country India Campaign Name Conscious Business Leadership Awards Brand or Company LinkedIn, Singapore Agency Direct Entry Country Singapore EFFECTIVENESS: INFORMATION TECHNOLOGIES FINALIST
42 SILVER HCL TECH, INDIA’S FOURTH LARGEST IT SERVICES PROVIDER, WANTED TO CAPITALIZE ON THE GROWING TREND OF MILLENNIALS (18 TO 35 YEAR-OLDS) AND NON-C-SUITERS DOING MOST OF THE RESEARCH FOR B2B PRODUCTS AND SERVICES, 90 % OF WHICH WAS DONE ONLINE. HCL decided to build its website as a major lead generation source, deploying a 360-degree Search Engine Optimization strategy. An intelligent system was put in place to dominate search results for branded and non-branded keywords, over 15,000 of which were analyzed and segmented. Landing pages and supporting themes for all keywords were evaluated against competition, and the content gaps filled. The result was a 20% increase in organic traffic, a 72.3% increase in page views, and a 1300% increase in organic search reach. Search share among competition rose from lowest to second highest in a year. Customer queries rose 37% and sales-qualified leads from organic research rose 35%. TATA COMMUNICATIONS (TCL) WANTED TO CREATE A VIRAL AND SUSTAINABLE BUZZ FOR ITS NEW, CUTTING EDGE DATA CENTER IN DELHI WITH A HIGH IMPACT LAUNCH EVENT TO REINFORCE ITS POSITION AS THE LEADER IN IT INFRASTRUCTURE, DATA CENTER AND MANAGED SERVICES. The event was to be done with a tour of the center. Media, analysts and prospective customers were sent a ‘Pillow’ DM invite 20 days before the event, driving home the message of ‘peace of mind’ that comes with TCL’s services, which promised 99% uptime. 72 of the 150 ‘Pillow’ DM invitees turned up at the launch event, which also fetched 25 new followers for the company. Campaign Name The Billion Dollar Challenge Brand or Company HCL Technologies Agency SMG Convonix Country India Campaign Name Peace Of Mind Brand or Company Tata Communications Agency MRM//McCANN Country India EFFECTIVENESS: INFORMATION TECHNOLOGIES
EFFECTIVENESS: INSURANCE 43 SILVER POLICYBAZAAR.COM WANTED TO BRING CURRENT OFFLINE INSURANCE BUYERS TO ITS PLATFORM, WHERE THEY COULD COMPARE POLICIES, SAVE MONEY AND BUY THE RIGHT POLICY THEMSELVES. Its campaign was aimed at the ICC World Cup 2015 audience. With the smallest of budgets among the WC advertisers, Policybazaar highlighted, through TV spots and social media, the simplicity and speed of buying insurance, a ten-second spot showing exactly how it could be done during breaks between overs, saving Rs. 7000 too. An online #comparekar handle showed how naturally ‘comparing’ comes to both cricket and buying insurance. Website traffic shot up by 49 %, website inquiries by 20 per cent, while its App downloads were 2X during the campaign period. From almost unknown player to No.3 in insurance brand awareness was another fallout. Policybazaar’s consideration was also at No. 3 in the category, at 95%, signifying a major jump in credibility. Campaign Name How a Minnow won the Advertising World Cup Brand or Company PolicyBazaar Agency Direct Entry Country India
44 BRONZE EXIDE LIFE INSURANCE WANTED TO GET MORE CUSTOMERS TO USE ITS TOP-UP FEATURE, WHICH WAS DESIGNED TO ADJUST TO INFLATION AND OTHER CIRCUMSTANCES, BUT WHICH CUSTOMERS SEEMED CLOSED TO. It sent them a Direct Mailer informing them of the benefits of additional premium for a dream retirement; reminding them about the bonus interest rates averaging 9.62% they had received over the last 5 years to reassure them. Each customer was sent a customized illustration based on their last top-up, showing the scenarios that would result with and without increasing top-ups. Customers were divided into those who had topped up and those who had never done so. In 90 days, the 41,000 DMs sent to customers aged 35 to 55, resulted in a total conversion rate of 8.29%, bringing an ROI of 101X, at an average cost of Rs.16.5 per DM. RELIANCE GENERAL INSURANCE, WHICH WAS FINDING IT DIFFICULT IN THE CROWDED MOTOR INSURANCE MARKET AS A NEW ENTRANT, WANTED TO GENERATE AT LEAST 1 MILLION LEADS ON ITS WEBSITE. RGI leveraged the insight that the market had not provided for customers getting stuck with a broken down car or losing their No Claim Bonus after making a claim.This was the gap in the market into which RGI would step. It was not enough to have insurance, ‘You Got to Have the Right One’, was its message. Departing boldly from the standard, emotional insurance campaign, RGI took a disruptive, humour-based approach. Quirky YouTube videos and video banners highlighted its product features of Anywhere Assist and No Claim Bonus Retention. The campaign brought 1.3 million leads, exceeding RGI’s target by 30%, while sales conversions grew by 23%. Campaign Name Top-Up Campaign with Pension Pass Book Brand or Company Exide Life Insurance Company Limited Agency Direct Entry Country India Campaign Name There's a smarter way out Brand or Company Reliance General Insurance Agency OgilvyOne Worldwide Country India EFFECTIVENESS: INSURANCE FINALIST
EFFECTIVENESS: NOT-FOR-PROFIT 45 GOLD HINDUSTAN UNILEVER WANTED TO TAKE FORWARD ITS SUSTAINABLE LIVING AGENDA AND SHOW PEOPLE HOW PROBLEMS MAY BE SOLVED THROUGH COLLECTIVE ACTION TO CREATE A #BRIGHTFUTURE. Its campaign was based on the premise that children continually show the way to a #brightfuture through small but insightful ideas and actions. HUL conducted a social experiment to bring alive the answer to the question,Can Kids Influence Change in Our World HUL’s choice for an agent of change a nine-year-old boy was stationed at Khao Galli in Mumbai, a busy street famous for its food and infamous for its litter. As the boy began picking up litter that adults at a food stall had carelessly tossed on the ground, inches away from a dustbin, a hidden camera behind a small hole in the wall started to roll. The boy diligently went on at his job, neither preaching nor holding up posters. At first, no one noticed, but soon people started looking at the boy with curiosity. Many who were eating threw their paper plates and waste food in the garbage bin. As the day wore on, more and more people did the same. The video went viral, receiving 1,540,943 views and 1million-plus social shares. It made it to Whatsapp groups, and many schools like Bombay Scottish showed it in their classrooms to inspire their students. Portals like StoryPick and Daily Motion featured it. The campaign had showed that a small beginning could start the journey to a bright future. Campaign Name Can Kids Influence Change in the World Brand or Company Hindustan Unilever Agency BC Web Wise Country India
EFFECTIVENESS: NOT-FOR-PROFIT 46 GOLD VISA DEBIT WANTED TO PROJECT ITSELF AS A SOCIALLY RELEVANT BRAND IN INDIA, WHAT WITH YOUNG INDIANS FROM EVERY CORNER OF THE COUNTRY DESIRING PROGRESS WITHOUT BARRIERS. The 'Dream2Advance' platform was Visa Debit’s initiative to inspire and bring young Indians together over a shared purpose. It came to its notice that women in India, especially rural India, are responsible for so many daily domestic chores that they are left with little time for education. To change this, the brand looked for a solution to take education to these women without taking away from their daily responsibilities. Its TV commercial, 'Dream2Advance', on the subject of women’s education, garnered over 6.4 million views on YouTube and created 75 million impressions on Facebook. It was also honoured with a Government of India award and brought 325,000 unique visitors to the 'Dream2Advance' website. The most unusual feature of the campaign was the Visa Saree. If women could not come to schools, the school would be taken to them, the brand decided. It picked an article closest to them, the versatile saree that doubled up as rug, curtain, cradle etc. and was an inseparable part of their lives. School lessons were printed on the saree, merging the one thing Indian women loved the most, with the one thing that would empower them (education), creating a new concept of 'Saree School'. Campaign Name Visa Saree Brand or Company Visa India Agency BBDO Country India
EFFECTIVENESS: NOT-FOR-PROFIT 47 SILVER PHILIPS, WHICH IS GLOBALLY COMMITTED TO FIGHT BREAST CANCER, DECIDED TO COMMUNICATE THE IMPORTANCE OF SELF-EXAMINATION FOR WOMEN THROUGH THEIR HUSBANDS WITH ITS CAMPAIGN HUSBAND INITIATED MOVEMENT (HIM). Men were encouraged to perform a 10-minute chore in the house to allow their wives time for self-examination. The campaign started with a silent film ‘The Silent Couple’ containing the message, which was shown on the company’s YouTube page, and a Microsite calling husbands to email their partners the self-examination kit on the site. Using social media influencers, the message was reached to 3 Million users on Facebook and Twitter. There were 670,000 views for the silent film, and 111,896 visitors to www.HimInitiative.com. The final statistic was 48,769 users actually checking the self-examination tool on the site. Campaign Name Husbands Initiated Movement Brand or Company Philips India Agency OgilvyOne Worldwide Country India
EFFECTIVENESS: NOT-FOR-PROFIT 48 BRONZE THE DIRECT MARKETING ASSOCIATION OF INDIA (DMAI)’S ECHO AWARDS, STARTED IN 2012, FETCHED PARTICIPATION FROM DIRECT MARKETING AGENCIES BUT WAS IGNORED BY THE LEADING ADVERTISING AGENCIES. DMAI now wanted to create a niche for itself in the overcrowded awards calendar. Realizing that no agency could say no to its clients, DMAI targeted CMOs of India’s top 500 advertisers, sending them a DM containing a replica of the box that housed the DMAI trophy with two letters, one urging the CMOs to get their work recognized, and the second, addressed by the CMOs to their agency, saying their work had to be entered. Electronic mailers stressed how a brutal jury would make winning difficult. Top agencies ended up participating in the awards in 2014, their numbers 200% higher than a year ago. Entries showed a 200% year-on-year increase, and brand participation was up 150%; 400 senior-level client-side professionals attended. Campaign Name Ignoring an audience to CreatEffect Brand or Company DMAi Awards 2014 Agency OgilvyOne Worldwide Country India
EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE 49 GOLD TO GRAB THE ATTENTION OF CONSUMERS EXPOSED TO SUPERIORITY CLAIMS FROM ALL SANITARY NAPKIN BRANDS, P&G DECIDED TO LEVERAGE A RELEVANT LIFE TRUTH TO SHOW THAT WHISPER ULTRA HELPS YOUNG WOMEN TO BE ‘UNSTOPPABLE’ AND GIVE THEIR 100% EVEN DURING THEIR PERIOD DAYS. The campaign was centered on the many traditional beliefs in India about menstruating women—that they should not enter the kitchen or worship room, or touch pickle jars for fear the pickle would rot. The Touch the Pickle campaign was designed to tackle these taboos. The first phase ‘Motivation’ established ‘Touch the Pickle’ as a metaphor for breaking free from period taboos and getting women to speak in the social media about taboos, and whether they agreed or disagreed with them. The ‘Agitation’ phase aimed at busting myths, its video launch showing a young girl breaking taboos with grandmothers in support. Experts talked about why taboos don’t make sense today. The final phase ‘Culmination’ enhanced Whisper Ultra’s role as an enabler. Celebrities pitched in to motivate women; actor Parineeti Chopra dressed in white bottoms to unveil a giant installation of a Whisper pack by tearing away the newspaper wrapping, which was a symbol of the shame factor as napkins are sold wrapped in paper in India. The campaign reached out to 51.2 million women on Facebook and Twitter; there were 1.96 million views on YouTube, while 2.9 million women participated in the movement against period taboos. The movement was covered by Scoopwhoop, Story Pick, Afaqs & Lighthouse Insights. The campaign awareness recorded 73% unaided recall; 55% could associate the campaign with Whisper. It led to 6.1 million worth of earned media coverage, 1.2 billion earned media impressions (PR + Social), and 850+ exposures in the target media list of the target audience. Campaign Name Touch The Pickle Brand or Company Whisper - P&G India Agency BBDO Country India
50 SILVER JOHNSON’S BABY MASSAGE OIL WANTED TO IMPROVE DOCTOR RECOMMENDATIONS THAT HAD STAGNATED AT 54% OVER THE LAST 12 MONTHS FOR THE PREMIUM-PRICED PRODUCT, RESULTING IN LOWER SALES. The brand decided to target 10,000 pediatricians in the country, who were not responding to its existing communication. The solution was a doctor contact program, segmenting doctors according to attitude and behavior, and not demographics. A pilot research on pediatricians’ opinion on massage practice and their beliefs in its benefits was conducted. Doctors fell into four groups—Massage Loyalists, Conditionals, Indifferent and Critics, and were targeted with differentiated communication. The result was a 93% growth in Johnson’s Baby Oil recommendations, a 26% growth in doctors recommending massage as a regimen for baby care, and sales increase of 14%. A positive disposition towards massage across doctor categories was observed. The company now also has a goldmine of data about 10,000 doctors. PHILIPS, WHICH IS GLOBALLY COMMITTED TO FIGHT BREAST CANCER, DECIDED TO COMMUNICATE THE IMPORTANCE OF SELF-EXAMINATION FOR WOMEN THROUGH THEIR HUSBANDS WITH ITS CAMPAIGN HUSBAND INITIATED MOVEMENT (HIM). Men were encouraged to perform a 10-minute chore in the house to allow their wives time for self-examination. The campaign started with a silent film ‘The Silent Couple’ containing the message, which was shown on the company’s YouTube page, and a Microsite calling husbands to email their partners the self-examination kit on the site. Using social media influencers, the message was reached to 3 Million users on Facebook and Twitter. There were 670,000 views for the silent film, and 111,896 visitors to www.HimInitiative.com. The final statistic was 48,769 users actually checking the self-examination tool on the site. Campaign Name Different Strokes - The Magic of Touch Brand or Company Johnson's Baby Agency FCB Ulka Country India Campaign Name Husbands Initiated Movement Brand or Company Philips India Agency OgilvyOne Worldwide Country India EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE WINNER SILVER WINNER SILVER WINNER SILVER
51 LEADER Campaign Name: Pantene Praise | Brand or Company: Pantene | Agency: Wunderman International Country: China EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE PANTENE WANTED TO REACH OUT TO YOUNG WOMEN IN CHINA WHO THOUGHT PANTENE WAS THEIR MOTHER’S BRAND AND PREFERRED TRENDY HAIR CARE PRODUCTS THAT DID NOT NECESSARILY PROVIDE THE BEST RESULTS. Its campaign, The Pantene Praise Project, invited everyone to support women for making their own life choices by sending messages of encouragement from their mobiles across social networks. There, people’s thumbprints were transformed into beautifully illustrated digital cards that were sent to women on these networks as a mark of admiration for their uniqueness. It was a subtle approach that showed Pantene was on the side of progressiveness while not offending traditional values. On Wechat, China’s popular mobile platform, it became a co-created social movement, underscoring how Pantene truly understood modern women in China. The campaign generated over 28 million engagements. Campaign Name: Constipasana | Brand or Company: Abbott India Limited | Agency: Direct Entry | Country: India ABBOT INDIA WANTED TO COUNTER THE LACK OF SERIOUSNESS AMONG PATIENTS AND DOCTORS ABOUT CONSTIPATION AND THE GENERAL PUBLIC SHYNESS IN DISCUSSING IT, REALIZING THAT THIS HAD LED TO STAGNANCY IN THE LAXATIVE MARKET. SURVEYS SHOWED 60% OF THE CHRONICALLY CONSTIPATED PREFERRED HOME REMEDIES. Researching the data on use of the Western commode versus the Indian way of squatting, Abbot came up with a posture Constipasana, an asana to ease constipation. Its 400-strong field force was trained in the concept, which was taken to 45,000 doctors. Finally more than 670,000 people had been reached, more than 10% of the constipated adult population in India. The campaign saw the company’s laxative brand Cremaffin registering one of the highest month-on-month growth numbers in June 2015, at 24 %. In the same month, it climbed the IPM ranks, from position 142 the previous year to 121.
EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION 52 GOLD THE APPETITE FOR ONLINE HAIR CARE CONTENT WAS HUGE IN THE PHILIPPINES, AND UNILEVER WANTED TO SEIZE THIS OPPORTUNITY FOR ITS WIDE PORTFOLIO OF HAIR BRANDS. ‘ALL THINGS HAIR’ WAS LAUNCHED AS THE FIRST-EVER LOCAL ONLINE CHANNEL FOR HAIR SOLUTIONS AND INSPIRATIONS. Unilever partnered with Google and YouTube to craft videos based on Filipinas’ top search themes on hair. Key influencers like celebrities and world-renowned video bloggers were made the faces of ‘All Things Hair’, taking customers through 30 pieces of hair content and recommending Unilever products for each style. Choice of keywords and descriptions optimized the channel for search engines, and videos were distributed implementing best practices in paid search, YouTube video advertising and influencer activation. Any product showcased in the channel could be bought directly through an integrated e-commerce system in partnership with online shopping mall Lazada. Women were not just recommended a product but shown a convenient way to achieve the hair solution they were looking for. The results were an improvement of 140bps in sales, and a 140bps improvement in sales revenue against the previous year. Since the launch of the channel, 66% of hair-related Google searches led to the most relevant ‘All Things Hair’ tutorial, generating 13 million video views. The videos gained a 47% average retention rate, which was higher than the industry average of 20%. YouTube subscribers numbered 15,000 and the channel is the biggest hair brand in the Philippines. In the social media there was huge feedback, with women talking about their most-wanted hairstyles from their favorite video bloggers. Millward Brown’s digital study showed that the ‘All Things Hair’ content was 4x more enjoyable and 3x more appealing than traditional branded advertising. Viewers were also 3x more likely to purchase a Unilever product after watching it. Campaign Name All Things Hair Brand or Company Unilever Agency OgilvyOne Worldwide Country Philippines
EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION 53 GOLD FACING STAGNANT SALES VOLUMES FOR ITS SALTED BISCUIT MONACO IN A MARKET WHERE THE SHARE OF SALTED CRACKERS ITSELF WAS DIMINISHING, PARLE WANTED TO INCREASE DEMAND FOR THIS PRODUCT WITHOUT COMPROMISING ON THE BRAND’S QUALITY OR PROFITABILITY. THIS WAS IN A SCENARIO OF RISING INPUT COSTS AND VERY AGGRESSIVE COMPETITION THAT WAS PLAYING THE MARKET ON A COST-PER-GRAM BASIS, RULING OUT ANY INCREASE IN PRODUCT PRICE. THE ENTIRE EXERCISE TO INCREASE DEMAND FOR MONACO HAD TO BE DONE ON A SLIM MARKETING BUDGET OF RS. 60 MILLION. Parle wanted a perceptual shift in the way its brand was viewed. Research had shown that Monaco was mostly viewed as a tea-time snack for adults and as topping for the rare occasion. Parle’s campaign consisted of nine TV spots of an impossibly short duration of just 5 seconds each. The spotspresented several snacking occasions for different age groups for the product, creating more usage situations for the brand in India. The occasions included Tea Time,Travel Time, Party Time, Kids Play Time, TV Time, Outing Time, Waiting Time and Lunch Box Time (kids).The spots aimed to make consumers see Monaco as an ‘any-time’ SNACK catering to the Indian penchant for frequent rounds of namkeen’ through the day, rather than as just Monaco the ‘tea-time’ BISCUIT. The high frequency ad plan, where viewers get exposed to multiple TV spots, created brandimpressions that promoted Monaco consumption outside the home and tea-time environment. Campaign Name Parle Monaco Brand or Company Parle Agency Everest Y&R Country India 0154 The campaign was strategically designed to create inorganic growth by roping in new consumers while not alienating the existing ones. The unusual duration of the ads, after the lavish 2-minute spots of other brands, created an instant impact among consumers as well as immense curiosity in the media. The message, which maximized CPRP, delivered a 7% per cent growth in sales,month-on-month improvement in consumption, a campaign reach/impressions increase of 300 %, higher brand recall levels, (spontaneous brand recall among TG rising 50%), and generated 30,000 sq. columns of unpaid media on account of the intriguing 5-second spots. Market share rose to 32% from 30% and sales stood at Rs. 2 billion, against the targeted Rs. 1.5 billion, the highest brand growth for Monaco since 1939. What was more, the campaign sent the entire salted cracker market in India into an upswing.
54 SILVER WHEN PEPSI RETURNED TO THAILAND AFTER ITS PRODUCTS TEMPORARILY DISAPPEARED FROM THE SHELVES IN 2013 WHEN IT CHANGED ITS MANUFACTURER, IT HAD LOST ITS TOP POSITION IN THE MARKET, WHAT WITH ITS NEW PET BOTTLE VERSION. To regain its sales and market position without the classic glass bottle, it created experiential and crowd source activities, working around Thai people’s love for eating in company. Tying up with Wongnai.com, Thailand’s top food recommendation website, a campaign Pepsi DishCovery was created. A massive food event, offer of over a 100 menus across Bangkok on the website’s specially created content section Wongnai.com/pepsidishcovery, and sharing of pictures on Instagram and Facebook were part of the campaign. More than 4000 picture stories were created, Pepsi’s association with food increased by 6 points, 100% of event participants linked Pepsi with food, and sales grew by 45 per cent over the same period a year ago. DOVE WANTED TO INCREASE SALES BY 10% WITHOUT SHEDDING ITS PREMIUM PRICING. THIS WAS TO COUNTER A 9% YEAR-TO-DATE SALES DROP, AS MANY MUCH CHEAPER BRANDS PUSHED THE DOVE PROPOSITION OF ‘SOFTER, SMOOTHER SKIN’ AT A MUCH LESSER PRICE. With the ultimate go-to beauty solution for Indian women being parlor treatment, Dove strategically positioned itself as the soap that gave a ‘parlor-like glow.’ Rather than an expensive soap, it was now an inexpensive parlor! A Mystery Beauty Experiment was filmed on video capturing six real women who were whisked away to a spa-like setting and asked to name the mystery product they were treated with. They were astonished that only Dove had been used. The experiment was hosted on a Dove microsite and on YouTube; conversations were fueled on blogs and Twitter. The strategy brought audience engagement of 18,621 hours, while sales exceeded target, rising 12% year-to-date. Campaign Name Pepsi DishCovery Brand or Company Pepsi-Cola Agency mInteraction/Mindshare Country Thailand Campaign Name How Dove repositioned itself Brand or Company Dove Agency OgilvyOne Worldwide Country India EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION
55 SILVER HCL TECHNOLOGIES WANTED ITS TRADITIONAL WEBSITE TO BECOME A DRIVER FOR SALES LEAD GENERATION. It was rehauled to provide a personalized experience to visitors, including tools to identify and capture the digital touchpoints of the B2B buyer, implementing social sign-in autofilling of forms to decrease bounce rates, and integrating its ‘contact us’ form with the salesforce CRM. HCL also partnered with LinkedIn for an application using LinkedIn APIs to generate unique contracts. Within a year, the website had generated a lead funnel worth US 1 billion, while page views and users rose 10 per cent and 51 per cent, respectively. It had the top position in content marketing score in the European Union region for the Large Enterprise BDM audience, and had more than 200 of the G2000 companies using its LinkedIn-partnered application within a month of its launch. GODREJ INTERIO HAD RECENTLY BEEN AWARDED AN INDIAN GOVERNMENT ‘RATE CONTRACT’ THAT ALLOWED STATE-OWNED COMPANIES TO PLACE ORDERS WITH IT FOR A PERIOD OF 12 MONTHS. The brand wanted to stimulate inquiries to a central call number from the public sector companies, where the bureaucracy could be quite lackadaisical. A simple, flat, non-personalized DM with high quality paper and elegant design, which stood out from the normal government correspondence, was sent to the Head of Purchase at these companies. The headline was as direct as it could possibly be, and the rest of the DM showed the entire range of products with a noticeable call to action. The campaign brought 660 inquiries (a 9.4% response), and the DM activity alone produced sales of Rs 380 million. The cost of the campaign was a mere Rs. 1.8 million and resulted in a very positive ROI. Campaign Name HCL website redesign Brand or Company HCL Technologies Agency Innoraft Country India Campaign Name Overcoming Govt. Buyers Inertia Brand or Company Godrej Interio Agency Select Direct Marketing Communications Pvt. Ltd. Country India EFFECTIVENESS: PROFESSIONAL SERVICES WINNER BRONZE FINALIST
EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 56 GOLD THE MAKERS OF QUEEN WANTED TO CREATE A DEEP INVOLVEMENT AMONG THEIR POTENTIAL AUDIENCE WITH THE MANY DISTINCTIVE SITUATIONS IN THE FILM BY PRESENTING THEM AS RELATABLE TO THEIR OWN LIVES. The film is about a girl who determinedly goes off alone on her foreign ‘honeymoon’ after her wedding is called off at the eleventh hour. The social media strategy was designed after researching the psyche of the target group, and was rolled out in three phases around the themes of ‘Love Story Gone Wrong’, ‘Finding the good in Goodbye’ and ‘I am in a Long-Standing Relationship with Fun and Freedom’. Apps, memes and contests delivered through the social media consisted of games like suggesting ‘single honeymoon’ tips to Rani, a selfie contest to get a makeover by hairdresser Javed Habib, and a ‘phoren name generator’ to find one’s foreign name, the way Rani became ‘Queen’ in the film. Her ‘India is Best’ instinct was emphasized in the digital campaign, and there was a ‘shaadi ka shagun’ application mimicking the eponymous tradition, asking the TG to gift money (here virtual) to Rani. The campaign pitched the idea that a girl-next-door kind of woman, when left to fend for herself, can have a blast in much the same way a man can, and grow strong and resilient in the process. The audience was urged on by the campaign to cry with her, laugh with her, and keep cheering Rani through her process of self-discovery. The success of a film like Queen, with a woman in the lead, could be significantly attributed to the digital campaign. It generated 631,280 lifetime total likes on Facebook, 22,08,054 official trailer reviews, and was third on Google Trends. Nearly 4000 PR articles were generated. Campaign Name Queen The Film Brand or Company Viacom 18 Motion Pictures Agency Everymedia Technologies Pvt. Ltd. Country India
EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 57 GOLD SONY SIX, WHICH HAD ACQUIRED THERIGHTS TO TELECAST NBA MATCHES IN INDIA, WAS NOW FACED WITH THE QUESTION OF HOW TO INCREASE TRPS FOR THE LIVE GAMES THAT COULD BE VIEWED ONLY IN THE WEE HOURS OF THE DAY IN INDIA, OWING TO THE TIME DIFFERENCE BETWEEN THE US AND HERE. Its objective was to increase viewership for Sports Not on Standard Time. Targeting smartphone addicts, who were very active users of social media, games and video, and who were also in the habit of setting up birthday reminders, etc., the channel decided to use reminders as the key to tackle its challenge. A multi-pronged media-reminder strategy was designed. A banner was designed, which when clicked would send reminders to users’ mobile phones for any specific game they chose to view. The banner was displayed on some specific websites, and a reminder would directly land on users’ mobile phones. The reminders were designed to go off at regular intervals, starting a little before the start of the match itself. Users would get notification reminders too of their favorite matches. They could choose matches depending on their favorite players, the match combination they preferred or just the match level (semi-finals, finals, etc.). Calendar notifications and alarms would rouse the viewer in time for the matches. Users could even choose the manner in which they Campaign Name NBA - Click to Calendar Brand or Company Sony SIX Agency WATConsult Country India FINALIST could be notified reminders on the mobile, email reminders, and so on. A judicious target of websites chosen for the banner enabled Sony SIX to get the best Return on Investment for the campaign. The campaign ran for a period of three months. The automatic set up of calendar reminders turned out to be very easy for viewers to use. Sony SIX received 21,396,949 mobile impressions, which led to a whopping 189,556 reminders being set.During the period of the campaign, there was a 70 % increase in TRPs, clear evidence of the primary objective of the campaign having been met.
58 SILVER NADIADWALA GRANDS ON WANTED TO CREATE A BUZZ AROUND THEIR FILM HEROPANTI BY GETTING POTENTIAL PATRONS TO KNOW ITS DEBUTING PROTAGONISTS AND BY GIVING THEM EARLY, TANTALIZING PEAKS AT THE FILM THROUGH THE DIGITAL MEDIA. Their campaign included a Facebook app allowing fans to ask questions of the actors, an exclusive online view of the trailer for registered fans a few minutes before it went live, exclusive snippets from the film’s lead song, creation of memes centred on actor Tiger Shroff, and a Twitter contest on the subject of a song number. An interactive video ‘Learn Heropanti with Tiger Shroff’, where the young actor teaches four of his signature dance moves and demonstrates stunts, fetched 70,000 views. By the end of the campaign, Heropanti had 1,503,489 Facebook fans, 6744 Twitter followers and 43,041 YouTube subscriptions. SONY SIX, WHICH HAD ACQUIRED RIGHTS FOR FAST-PACED INTERNATIONAL CHAMPIONSHIPS LIKE NBA AND UFC, WANTED HIGHER TRPS FOR THESE TELECASTS THAT HAPPENED IN THE WEE HOURS OF THE MORNING IN INDIA.LIVE MATCHES WERE AIRED AT TIMINGS SUCH AS 5.30 AM IN INDIA. Finding that most of its active fans were on Facebook, Sony realized that the biggest challenge was how to make sure fans were reached every time their favorite game was playing. It designed a reminder App called Active Mornings on Six, and hosted it on the official Sony SIX Facebook page, which already had a large pool of sports enthusiasts. The App offered a huge range of options to choose from game-wise, team-wise, match-wise, etc. - as well as several modes of notification to rouse fans from sleep. Fans could choose the unique phone call service, which would make three reminder calls to users at spaced-out intervals starting 30 minutes before their chosen event, or opt to be alerted through Facebook, Twitter or e-mail notifications. Over 4,000 have subscribed to the App, and the community of early birds has been growing stronger every season, improving the channel’s TRPs. It also ended up creating a community of sports lovers who woke up early for marquee international matches, and created a positive image for the brand. Campaign Name Heropanti Digital Movie Marketing Brand or Company Nadiadwala Grandson Entertainment Pvt. Ltd. Agency Everymedia Technologies Pvt. Ltd. Country India Campaign Name Active Mornings On SIX Brand or Company Sony SIX Agency WATConsult Country India EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 0237
59 LEADER Campaign Name: Mary Kom Movie Brand or Company: Viacom 18 Motion Pictures Agency: Everymedia Technologies Pvt. Ltd. Country: India EFFECTIVENESS: PUBLISHING/ENTERTAINMENT VIACOM 18 WANTED TO PUBLICIZE THEIR MOVIE ABOUT THE LIFE AND LEGACY OF MARY KOM WHO, BEING FROM THE NOT-SO-GLAMOROUS SPORT OF BOXING, WAS A WORLD CHAMPION NOT WIDELY RECOGNIZED IN THE COUNTRY. Their campaign extensively used the social media, a trailer on YouTube receiving 5.6 million views, and a dedicated tab on Facebook getting 300,000 followers. A ‘Twitter Bout’ of virtual boxing was a runaway hit, and an online crusade fetched the film entertainment tax exemption in many states. A website contest How iddi are you’, tested fans against Kom’s level of tenacity, and 111,000 people took another questionnaire ‘Are you a fighterora Quitter ’Actor Priyanka Chopra’s aggressive training program for the role was also widely publicized. Ultimately, the movie grossed Rs. 640 million in domestic sales, and over Rs. 1 billion worldwide. Campaign Name: Star Sports Pro Kabbadi Brand or Company: Star Sports Agency: Blink Digital Country: India Campaign Name: How to market a newspaper without marketing it. Brand or Company: Dainik Bhaskar Group Agency: Metal Communications Country: India TO PROMOTE KABADDI AS THE SECOND MOST-FOLLOWED SPORT IN INDIA AFTER CRICKET, STAR SPORTS’ CAMPAIGN FOR ITS PRO KABADDI LEAGUE (PKL) MATCHES HAD TO RESONATE BOTH WITH RURAL LADS WHO PLAYED THE GAME BUT HAD NEVER SEEN IT IN THE MEDIA SPOTLIGHT, AS WELL AS WITH THE REST OF INDIA WHO WERE UNFAMILIAR WITH IT. The JeetegaWahi ‘Perseverance Pays’ campaign epitomized the essence of the sport, while conveying its deep-rootedness in the everyday lives of the audience. PKL hashtags#JeetegaWahi and #ProKabadditrended on Twitter and Facebook, even 24 hours after the finals. A post on Kabaddi’s history brought 50,000 tweets. The 2.3 billion impressions and 200,000 social media conversations that resulted, translated into 22 million viewers for the first match, ten times the FIFA World Cup opening match viewership, and 86 million for the finals, making for a 300 % viewership growth in 45 days. DIVYA MARATHI WANTED TO EXHIBIT THE MARKET POTENTIAL OF THE REGIONS IN THE STATE OF MAHARASHTRA WHERE ITS BRAND ENJOYED STRONG SALES. This would help it command an increase in rates for the audience delivery it ensured in this high-potential region. It even coined a term ‘Central Maharashtra’ to describe the geography of its footprint, and emphasized the importance of that market, and Divya Marathi’s own importance in any media plan for the region, through a high-octane direct marketing campaign reaching out to 100 key marketers. The campaign resulted in a revenue increase of 17 per cent for the September-December period in 2014, 66 new clients and a yield increase of 10% for the Marathi newspaper. FINALIST FINALIST
EFFECTIVENESS: RETAIL AND DIRECT SALES 60 GOLD TESCO LOTUS WAS CAUGHT IN THE TWIN GRIP OF HUGE ADVERTISING SPENDS BY ITS COMPETITOR BIG C, THE LOCAL RETAIL BRAND IN THAILAND, AND CUSTOMER PERCEPTION THAT IT HAD TO BE A MORE EXPENSIVE OUTLET SINCE IT WAS AN INTERNATIONAL NAME, EVEN THOUGH ITS GOODS WERE ACTUALLY CHEAPER. To plant itself in the good/cheap price position, Tesco Lotus decided to launch a price campaign aimed mostly at Thai homemakers, for whom a big talking point among their network of friends is to find out who gets the cheaper goods. The campaign roped in a well-known comedian to conduct a TV-like reality programme, with on-ground activation across prime residential localities in Bangkok.The comedian would challenge the target audience homemakers as well as street food sellers to compare grocery prices and make a price bet as to whether or not their recently bought item was cheaper than the equivalent at the nearest Tesco Lotus store. All the challenges were recorded, edited into video content and run across Tesco Lotus’s digital assets. At the end of each video, a wrap-up key message, ‘Tesco Lotus, where you can meet the cheapest price’ was displayed. Customers were surprised that Tesco Lotus was indeed the cheapest store for many grocery items. The videos received over 100,000 views within three days of launch, and the campaign gained millions of viewers. Most importantly, Tesco Lotus managed to boost it sales volume from the grocery products and brands specifically shown in the clips by a whopping 559% during the campaign period. Campaign Name Tesco Lotus : Price Campaign Brand or Company Tesco Lotus Agency mInteraction/Mindshare Country Thailand
61 SILVER VERO MODA WANTED TO SHOWCASE ITS PREMIUM COLLECTION DESIGNED BY KARAN JOHAR. A celebrity from Bollywood designing for an international brand was itself a surprise. A device-compatible, visual-filled Microsite was designed, keeping in mind the fashionista who loves to experiment blending Bollywood with high-end style. First, a series of distorted images were communicated, each piece of the poster-puzzle revealed as a countdown to launch-day. Exclusive previews and testimonials from fashion bloggers and leading glamour magazines followed. Customers could also pre-order from the collection on the Microsite before it hit the stores. There were more than 1500 unique visitors on the day of the launch that was covered live, getting over 300 interactions on Twitter and over 2000 followers on Instagram in four hours. TATA VALUE HOMES, FACING SLUGGISH SALES FOR ITS BUDGET PROPERTIES LOCATED IN THE OUTSKIRTS OF MUMBAI, PUNE, BENGALURU AND AHMEDABAD, SET ITSELF THE DAUNTING TASK OF SELLING 100+ HOMES ONLINE DURING THE FESTIVE SEASON OF DIWALI. It was difficult, considering the competition and the traditional style of buying homes in India. The brand struck upon the idea of One Nation One Price, offering a single rate across all its properties. A pre-booking session during the launch phase led to the sustenance phase where online bookings could be made with just Rs. 30,000. A steady growth in leads resulted. In the final phase, urgency was created among the audience for getting the sale through. Gmail sponsored promotions were tried for the first time, and dynamic ads showed units as well as hours left to book flats. The campaign brought 30000 leads, 305 sales (far above target), and Rs.122 crore in revenue. Campaign Name Vero Moda Marquee Brand or Company Bestseller Group Agency WATConsult Country India Campaign Name One Nation One Price Brand or Company Tata Value Homes Agency FCB Ulka Country India EFFECTIVENESS: RETAIL AND DIRECT SALES FINALIST
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
Best Award winning Marketing & Advertising campaigns from India & Asia
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Best Award winning Marketing & Advertising campaigns from India & Asia

  • 1.
  • 2.
  • 3. INTRODUCTION 3 It’s wonderful to “talk” with you, as you hold in your hands a Showcase of all the award winning work at 2015 DMA Asia ECHO. For us, it is indeed a matter of joy and pride to host the first ever ECHO Awards, outside of its place of birth – the US (we believe this hasn’t happened in 79 odd years of the existence of the DMA International ECHO Awards!) For this, we sincerely thank Tedd Aurelius, then Chair of the Board, and the Board of Governors of DMA International ECHO Awards USA, for reposing their faith in us. We also thank Rakhshin Patel the Grand Jury Chair for helping cantilever a truly unique award for Effectiveness across Asia. One which closely follows the same parameters used to judge winners of the redoubtable – DMA International ECHO Awards. DMAi (The Direct Marketing Association India) began Awards & Recognition just a few years ago, and fittingly the 2015 DMA Asia ECHO has received a high number of entries – 542 in all. What is noteworthy is that, it’s not just from the Indian Subcontinent, but from across most of Asia. The quality of the entries and the quality of the judging have borne testimony to the fact that the standards were absolutely perfect. Many winners, also got recognised at the International ECHO Awards, hosted by DMA USA. This Showcase is our maiden effort at DMA Asia, which is the power behind 2015 DMA Asia ECHO, to document the winners and their insights. We truly hope you enjoy reading the cases and wish that you are able to better it next year. It’s now time to thank key contributors for their efforts. The team at Select Direct, headed by young and enthusiastic Ria Iyengar, for painstakingly putting together the Showcase. Our partners - Seshaasai for arranging to print this Showcase. And, the DMAi Team on this project led by Divya Sachdeva & Babita Jalwal, for co-ordinating this herculean task. The 2015 DMA Asia ECHO was no doubt a resounding success. This was possible only due the efforts and concern of all our partners, namely Council Members, Auditors, Jury Presidents, Jury Members and supporting partners. They have all played a very influential role in making the Awards a credible and desirable one. We hope you like our maiden effort and look forward to ensuring a future- full of learning, sharing and rewarding! Vatsal Asher Director & CEO DMA Asia Shelly Singh Director & COO DMA Asia
  • 4. Discover more at www.selectdirect.in At Select Direct Marketing, we believe that Direct and Digital are not just two sides of the same coin. In fact, they are a continuous and seamless transition, of managing customer interactions, understanding behavior, leveraging data and technology. For us, it has been glorious 25 years of engagement with consumers (even struggling in the early 90’s with Pentium I computers!), advising 100’s of businesses on Customer Relationship Management. Knowing at the end of it all, the consumer is at the core, just the same – then, now and tomorrow. Reachable. Excitable. Relatable. Predictable. Just as the morning sun. Years CRMof2525Years CRMof
  • 5. CONTENTS Effectiveness Awards 17 Automotive 18 Business and Consumer Services 19 Communications/Utilities 21 Consumer Products 24 Education 32 Financial Products and Services 34 Information Technologies 41 Insurance 43 Not-For-Profit 45 Pharmaceutical/Healthcare 49 Product Manufacturing and Distribution 52 Professional Services 55 Publishing/Entertainment 56 Retail and Direct Sales 60 Travel & Hospitality/Transportation 63 Introduction 3 Welcome 7 Council and Jury Presidents 9 Jury Members 11 The DMA Asia Echo 2015 14 Effectiveness - Diamond The DMA Asia Echo 2015 15 Creative Effectiveness - Best Of Show Team Credits 144 Creative Effectiveness Awards 67 Craft - Animation 68 Craft - Art Direction 70 Craft - Copywriting 73 Craft - Illustration 76 Craft - UI & UX Design 79 Direct Response - Broadcast ( TV, Website, Youtube ) 80 Direct Response - Dimensional Mail 84 Direct Response - Flat Mail 88 Direct Response - Print 89 Direct Response - Promotion, Activation & Experiential 91 Interactive - Apps & New Development 96 Interactive - Branded Video 100 Interactive - Creative use of Data 104 Interactive - Creative use of Technology 107 Interactive - Creativity in media strategy 111 Interactive - Display Advertising – Rich Media 114 Interactive - E- Mail Marketing 118 Interactive - Experiential Marketing 120 Interactive - Gaming 124 Interactive - Mobile 127 Interactive - Remarketing & Retargeting 128 Interactive - Search 132 Interactive - Social Media 135 Interactive - Website & Microsites 143 5
  • 6.
  • 7. WELCOME 7 It is an honor and my privilege to be associated with the first ever Asia Echo Awards. And what a showing it has been! Echo winners are judged on strategy, creativity and effectiveness; great work that has produced even better results. This year, we received a record 10 times increase in participation, from when it started 4 years ago. Over 540 case studies were submitted by 175 brands and over a 100 agencies in India and across Asia. 200 of these entries were showcased at the DMA International Echo show where we received a record 29 citations, including 10 metals that featured India’s first Gold. Besides Indian marketers and their partners, a large share of the credit goes to the dynamic duo of Vatsal Asher and Shelly Singh, the CEO and COO of DMA India. It was a great honor for them and for India, to be appointed as international envoys and for bringing the Echo program to Asia. As a cherry on the cake, DMA Asia was represented as hosts at the International Echo ceremony. Their able guidance and leadership deserves applause, and I am certain that next year India and the Asian market will put up an even better show internationally. I take this opportunity to thank the 250 online judges, the 19 jury chairmen and women and the auditors who lent their time and effort to make the DMA 2015 Asia awards a huge success. Join me in congratulating our international winners. I hope you will enjoy reading this compilation as much as we enjoyed putting it together. Rakhshin Patel Grand Jury Chair Managing Director Pi Communications
  • 8. COUNCIL AND JURY PRESIDENTS 9 Ramesh Iyengar CMD Select Direct Marketing Auditor Susana Tsui CEO Asia Pacific PHD Effectiveness: Travel & Hospitality/ Transportation Anupriya Acharya Group CEO Zenithoptimedia Effectiveness: Professional Services Anant Rangaswami Editor CNBC-TV 18 Effectiveness: Education D. Shivakumar CEO Pepsico Effectiveness: Consumer Products Tarun Katial CEO Reliance Broadcast Network Effectiveness: Publishing/Entertainment Bobby Pawar Director & CCO Publicis Worldwide Creative: Craft Manish Bhatt Founder Director Scarecrow Communications Ltd. Creative: Direct Response K V Sridhar CCO Sapient Creative: Interactive Madhukar Kamath Group CEO & Managing Director DDB Mudra Group Effectiveness: Business & Consumer Services Pratap Bose Chief Operating Officer DDB Mudra Group Effectiveness: Financial Products & Services Damodar Mall CEO Reliance Retail Effectiveness: Retail & Direct Sales Piyush Pandey Executive Chairman And Creative Director, South Asia Ogilvy Effectiveness: Not-For-Profit Rajesh Kumar CMO SAP Effectiveness: Information Technologies Nishi Vasudeva CMD Hindustan Petroleum Corporation Ltd. Effectiveness: Communications/Utilities Geetu Verma Executive Director Unilever Effectiveness: Product Manufacturing & Distribution Agnello Dias Chairman & Co-Founder Taproot Effectiveness: Insurance Nagesh Alai Group Chairman FCB Ulka Group Effectiveness: Automotive Jasmin Sohrabji CEO Omnicommedia Group Effectiveness: Pharmaceutical/Healthcare Ajay Chandwani Director Percept Limited Chairman Emeritus Ajay Row CEO Litmus World Auditor
  • 9.
  • 10. JURY MEMBERS Aashish Chopra Head Content Marketing Ixigo Abhinav Upadhyay Head Marketing & Innovation Zee Learn Ltd. Aditya Atri Independent Consultant Aditya Save CMO People Interactive Pvt. Ltd. Ajit Martis Head Marketing Commercial Banking HSBC Ajit Narayan CEO and Janitor Strategic Marketing Consultant Allan Zhang Art Director AdPeople Alok Lall Executive Director McCann World Group Amaresh Godbole Managing Director India DigitasLBi India Ambika Sharma MD Pulp Strategy Communications Pvt. Ltd. Amit Sarda Managing Director Soulflower Co. Ltd. Amit Sarna VP Client Success & Partnerships Kenscio Digital Marketing Pvt. Ltd. Amol Mohandas Business Head Percept Media Anita Rajagopalan Creative Director BC Webwise Pvt. Ltd. Apurva Chamaria Global Head - Brand & Digital HCL Technologies Archana Aggarwal VP Brand Airtel Asheem Tapadia Dy. General Manager - Digital Marketing & Strategy IBM India Pvt. Ltd. Asheesh Sabarwal Chief Marketing Officer Pearson India Ashith Dominic Ballal Head of Branded Content L&K Saatchi & Saatchi Awanish Kumar AVP Kenscio Digital Marketing Pvt. Ltd. Balaji Vaidyanathan Assistant Vice President Franklin Templeton Investments Balakrishna P.M. CEO and Executive Vice President Percept Media Bedraj Tripathy AVP Godrej Interio Beejal Rawal Digital Marketing Manager India & Africa Procter & Gamble Bharat Dhuppar Chief Marketing Officer Omkar Realtors & Developers Bharat Wadhwa CEO Twine Digital Pvt. Ltd. Bijoe George Head-Brand Strategy Advertising & Digital Marketing Cisco Bradley Emerson Regional Director CIMA, Sri Lanka Carlton D'Silva CEO and CCO Hungama Digital Services Chandini Rajaratnam VP CCO J Walter Thompson Charulata Ravi Kumar CEO, India Razorfish Darshana Shah Senior Vice President – Marketing & Visual Hypercity Retail (India) Ltd. Deepak Shetty Chief Marketing Officer Moser Baer India Ltd. Deepali Naair Chief Marketing Officer Mahindra Holidays & Resorts Deric Wong Managing Partner, Strategy OMD China Dhanushree Sant Executive Digital Director JWT, India Dick Van Motman Chairman & CEO Dentsu Aegis Network/ Southeast Asia Eswara Van Sharma Business Director Leo Burnett, Malaysia Eunyoung Park Managing Director Ogilvyone Worldwide Gaurav Kulshreshtha Head, Digital Marketing Bajaj Auto Gaurav Mehta Chief Marketing Officer OLX India Pvt. Ltd. Gaurav Suri Senior Executive Vice President & Head Marketing UTI Asset Management Company Ltd. Girish Budhiraja Chief Marketing Officer SBI Card Glen Ireland Chief Operating Officer Dentsu Webchutney Gopa Menon Vice President Isobar India Gunjan Ghai SVP Brand & Marketing & Product Development SBI General Insurance Harish Nair National Director- Digital Strategy Group M Harshal Shah Director of Digital Innovation & eCommerce Aegon Asia Hushidar Kharas Senior Manager Star India Pvt. Ltd. Jacqueline Cheong Senior Director Global Technology Industry Marketing IHS Global Pvt. Ltd. Jaimit Doshi SVP Kotak Securities Jayraj Jadhav Head E-Business & Digital Marketing Tata AIG General Insurance Jidesh Haridas Head Marketing & Sales Capricoast.com Jitin Paul Chief Marketing Officer Bharti AXA Life Insurance Jordan Chua Managing Director Mirum, Malaysia Kamal Mohan Amesur Executive Creative Director Hungama Digital Services Karan Gupta Chief Executive Officer Andbeyond.Media Kaushik Roy Senior Regional Director & Head South Asia Moneygram International Kaushik Chakraborty Senior Vice President Digital Marketing UTI Mutual Fund Kaushik Mitra Brand Solutions Provider & Co-Founder TAILOR Kayzad Hiramanek Chief Operating Officer Avantha Ergo Life Insurance Co. Ltd. Kumar Samanvaya Misra Sales Director Pocketmath Lalit Bhagia Founder CEO Myrefers Lubna Khan National Strategy Head Orchard Advertising (Leo Burnett Group) Madhulika Jawa Consultant Mindshare Philippines Mala Swarup Founder DMAi Manesh Swamy Creative Director Hungama Digital Services Manish Seth Sales & Marketing Director Bacardi Manjiri Kamat Managing Director Malaysia, Singapore & Philippines Kinetic Worldwide Marco Koeder Digital Business Manager JWT, Japan Marianne Blamire Managing Director Salt Communications, Singapore Martin Conneen President Wunderman, APAC Mazuin Zin Managing Director Lowe & Partners Meera Sharath Chandra Founder CEO & CCO Tigress Tigress Melvin Kuek Managing Director Y&R Singapore Mohan Menon GM & Head Marketing Max Healthcare Mohit Goel Director Marketing & Direct Channel Exide Life Insurance Co. Ltd. 11
  • 11. THANK YOU VERY MUCH! 12
  • 12. JURY MEMBERS Nandita Chalam Vice President & Executive Creative Director JWT Naveen Kukreja Group CMO & Director Non Insurance Business Policybazaar.com Navin Kansal National Creative Director Indigo Consulting Neel Sharma COO Buying Madison World Neeraj Karambelkar AVP #Fame Digital Pvt. Ltd. Nilesh Talreja Founding Partner UCID Nishad Ramachandran Senior VP - Digital Experience Cequitysolutions.com Nitin Agarwal Senior Director of Marketing Shopclues.com Nitish Tipnis Director-Marketing & Sales (Nissan) Hover Automotive India Oliver Spalding Regional Head Of Strategy DigitasLBi Pandrang Row Head Pandimonium Lab Srishti Institute Of Art, Design And Technology Paul Aranjo Chief Commercial Officer Infinia Services & Solutions Philip Whittaker Group Chief Marketing Officer Themed Attractions Resorts & Hotels Prabhakar Mundkur Chief Mentor Percept H Prasanjeet Baruah Business Head - Tech, Telco & New Business Facebook Prasanna Sankhé Founder HYPHEN Prashant Mohanachandran CEO AgencyDigi Communications Pvt. Ltd. Praveen Meloth Head Online Marketing Babyoye.com Priya Jayaraman Co-Founder Propaganda India Puneet Vidhyarthi General Manager & Head – Rural JCB India Limited Rahul Guha Digital Marketing & Integrated Communications Professional Rahul Jauhari Chief Creative Officer Rediffusion Y&R Rahul Karwa Senior Vice President Encompass Ralph Rebello Sr. Creative Director J. Walter Thompson, Mumbai Ramakrishnan Laxman Head Digital Business ABP News Network Ramanjit Singh Gulati Creative Director Grey, Kuala Lumpur Ranjan Deshmukh Global Indirect & Digital Sales SAP Rayomand J. Patell VP & Sr. Creative Director Contract India Ritu Gupta Marketing Director Dell International Pvt. Ltd. Rod Strother Director Digital & Social Centre of Excellence Lenovo Rohit Sobti Entrepreneur & Strategic Advisor Rueben Anthony Managing Director Mirum, Singapore Saahil Krishnani Business Head Everymedia Technologies Pvt. Ltd. Sailesh Wadhwa Strategy Planning Director Lowe, Malaysia Sakshi Vij Executive Director CIPL (Cor India Private Limited) Salim Khubchandani Owner On-Target Marketing Solutions Sdn Bhd Sangeeta Iyer Unit Creative Director Lowe Lintas Sangeeta Sharma Manager Marketing Communications South Asia Lufthansa German Airlines Sanjay Sharma Managing Director Accenture Sanjay Tripathy Senior Executive Vice President - Head - Marketing, Product, Digital & E-Commerce HDFC Life Sanjiv Swarup Founder DMAi Satish Ramachandran Sr. Vice President FCB Ulka Advertising Saugata Bagchi Region Head West & South Quasar Media Pvt. Ltd. Saunak Ghosh Senior Manager Star India Pvt. Ltd. Saurabh Dasgupta National Creative Director Innocean Worldwide Saurabh Srivastava CMO Mobikwik Sevantika Bhandari Sr. VP & Head Marketing DHFL Shailesh Nigam Founding Director & CEO Emagine Ventures Retail Pvt. Ltd. Sheilen Rathod Managing Director Ogilvyone Worldwide, Hong Kong Shekhar Banerjee Senior Vice President & Head Madison Media Shephally Aggarwal Director - Brand & Ommunications American Express Shibu Shivanandan SVP Digital Resultrix Shrenik Mehta AVP Media & Digital Initiatives Kokilaben Hospital Sohel I S CEO HDFC Developers Limited Sourav Shah Head E-Commerce AEGON Religare Life Insurance Company Limited Steven Power Group General Manager Wunderman Group, Singapore Sushant Sreeram Head Of Marketing Xiaomi India Sushil Bahl Professor/ Faculty FLAME Business School, Pune Suvodeep Ray Global Marketing Director Greenlight Planet Inc. Tanmay Mohanty Managing Director Performics Tanner Nagib Regional Client Service Director Hakuhodo Asia Pacific Theresa Tsang Creative Director Alpha245 Tripti Lochan CEO VML Qais Vaidyanath Ganesan Vice President & Head Digital Marketing Edelweiss Tokio Life Insurance Vaishakhi Bharucha Director Customer Experience Capgemini India Pvt. Ltd. Vani Aiyer Chief Operating Officer Show Space Vani Dixit Head Loyalty & Campaign Management Axis Bank Vaseem Edroos Deputy General Manager Madison Media Vinay Sharma Head Online Marketing South Asia Singapore Thailand IDP Education Vinay Maheshwari Sr. Vice President DB Corp Ltd. Vinoo Samuel Head Creative Services Accentiv India Vishwas Shringi CEO Voylla.com Viswa Desu Vice President Sales Marketing Brigade Enterprises Ltd. Winnifred Knight Managing Director TheMarketingSite.com 13
  • 13. 14 Campaign Name: All Things Hair | Brand or Company: Unilever | Agency: OgilvyOne Worldwide | Country: Philippines Unilever partnered with Google and Youtube to craft videos based on Filipinas’ top search themes on hair. Key influencers like celebrities and world-renowned video bloggers were made the faces of ‘All Things Hair’, taking customers through 30 pieces of hair content and recommending Unilever products for each style. Choice of keywords and descriptions optimized the channel for search engines, and videos were distributed implementing best practices in paid search, YouTube video advertising and influencer activation. Any product showcased in the channel could be bought directly through an integrated e-commerce system in partnership with online shopping mall Lazada. Women were not just recommended a product but shown a convenient way to achieve the hair solution they were looking for. The results were an improvement of 140bps in sales, and a 140bps improvement in sales revenue against the previous year. Since the launch of the channel, 66% of hair-related Google searches led to the most relevant ‘All Things Hair’ tutorial, generating 13 million video views. The videos gained a 47% average retention rate, which was higher than the industry average of 20%. YouTube subscribers numbered 15,000 and the channel is the biggest hair brand in the Philippines. Millward Brown’s digital study showed that the ‘All Things Hair’ content was 4x more enjoyable and 3x more appealing than traditional branded advertising. Viewers were also 3x more likely to purchase a Unilever product after watching it. THE APPETITE FOR ONLINE HAIR CARE CONTENT WAS HUGE IN THE PHILIPPINES, AND UNILEVER WANTED TO SEIZE THIS OPPORTUNITY FOR ITS WIDE PORTFOLIO OF HAIR BRANDS. ‘ALL THINGS HAIR’ WAS LAUNCHED AS THE FIRST-EVER LOCAL ONLINE CHANNEL FOR HAIR SOLUTIONS AND INSPIRATIONS. THE DMA ASIA ECHO 2015 EFFECTIVENESS - DIAMOND
  • 14. Campaign Name: Visa Saree | Brand or Company: Visa India | Agency: BBDO | Country: India The 'Dream2Advance' platform was Visa Debit’s initiative to inspire and bring young Indians together over a shared purpose. It came to its notice that women in India, especially rural India, are responsible for so many daily domestic chores that they are left with little time for education. To change this, the brand looked for a solution to take education to these women without taking away from their daily responsibilities. Its TV commercial, 'Dream2Advance', on the subject of women’s education, garnered over 6.4 million views on YouTube and created 75 million impressions on Facebook. It was also honoured with a government of India award and brought 325,000 unique visitors to the 'Dream2Advance' website. The most unusual feature of the campaign was the Visa Saree. If women could not come to schools, the school would be taken to them, the brand decided. It picked an article closest to them, the versatile saree that doubled up as rug, curtain, cradle etc. and was an inseparable part of their lives. School lessons were printed on the saree, merging the one thing Indian women loved the most, with the one thing that would empower them (education), creating a new concept of 'Saree School'. VISA DEBIT WANTED TO PROJECT ITSELF AS A SOCIALLY RELEVANT BRAND IN INDIA, WHAT WITH YOUNG INDIANS FROM EVERY CORNER OF THE COUNTRY DESIRING PROGRESS WITHOUT BARRIERS. THE DMA ASIA ECHO 2015 CREATIVE EFFECTIVENESS - BEST OF SHOW 15
  • 15. 16
  • 17. 18 LEADER Campaign Name: I live the Purple Club Life! | Brand or Company: Mahindra & Mahindra - Automotive | Agency: Hansa Cequity | Country: India EFFECTIVENESS: AUTOMOTIVE WHEN MAHINDRA ENTERED THE HIGH-END SUV SPACE, ITS BIGGEST CHALLENGE WAS TO ENGAGE WITH THE DISCERNING SET OF CUSTOMERS DIFFERENTLY TO DRIVE VALUE, MAKING THEIR VEHICLE OWNERSHIP REWARDING. Its solution was Purple Club, a forum that offered unique programs to members, such as Torque Day, a one-of-a-kind experience of racing around the Buddh International Circuit, a member-only sailing workshop, golfing Sundays, photography workshops and dining exclusives. Predictive analytics models and highly personalized campaigns supported this endeavor. As a result, the Club got 128,665 enrollments, with 61,900+ customers redeeming the club benefits, which ranged from free holidays to car spas. Mahindra sold 179 XUV500/Rexton vehicles through referrals by Purple Club members during this financial year. It also reflected positively on other Mahindra brands, more than 50% in a survey saying Mahindra’s image had improved. Campaign Name: Loyalty Program - Partner Associations | Brand or Company: Tata Motors | Agency: MRM//McCANN | Country: India TATA MOTORS WANTED TO CREATE A STRONG PROPOSITION FOR ITS ‘TATA DELIGHT & TATA EMPEROR’ PROGRAM THAT PROVIDED ITS COMMERCIAL VEHICLE CUSTOMERS POINTS AGAINST SPENDS AT THE TATA MOTORS AUTHORIZED NETWORK. To make it unique, the company studied customers’ post-purchase requirements and forged relevant partnerships to bring more customer benefits against vehicle-related expenses. The partners were Oriental Insurance Company for special insurance cover, including for accident death cover and for hospitalization; Bharat Petroleum, where members could tag their fuel spends; JK & CEAT Tyres for redemption of points against tyre purchase; and Paytm to redeem points against mobile recharges. The results were: more than Rs. 190 million in business for the partners, 300 transactions at BPCL fuel stations daily, and settlement of more than 150 insurance claims. Since members earn points at the partner’s end and come back to Tata Motors to redeem them, its own service revenue rose 33%.
  • 18. EFFECTIVENESS: BUSINESS AND CONSUMER SERVICES 19 SILVER THE CHALLENGE FOR AIRTEL IN PROJECTING ITSELF AS THE PREFERRED SERVICE (2G, 3G AND 4G) FOR SMARTPHONES WAS TO STRONGLY MOTIVATE PEOPLE WHO ARE RESISTANT TO CHANGE EVEN IF THEY ARE UNHAPPY. ‘The Smartphone Network’ campaign reached out to 18-35-year-olds on Facebook with awareness build-up and hyper-targeting, in which the audience was layered according to various parameters like 2G or 4G, handset, data consumption, Airtel/non-Airtel users, and shown specific messages to motivate them to change or upgrade. Airtel became the first brand globally to use Facebook’s Signal-Strength (2G/3G) targeting and the Reach-Frequency planning tool.The campaign reached a whopping 100 million customers, its total reach at 91 million, and total exposures delivered at 96 million. Hyper-targeting proved right, as 53% of monies on Facebook which were put on hypertargeting delivered 98% share of leads, 17% of monies for Airtel users delivering 61% of leads. Campaign Name Keeping pace with the consumer Brand or Company Airtel Agency Madison Communications Country India
  • 19. EFFECTIVENESS: BUSINESS AND CONSUMER SERVICES 20 BRONZE RANGSIT UNIVERSITY (RSU), THE THIRD LARGEST PRIVATE INSTITUTION IN THAILAND, WANTED TO CREATE A DISTINCTIVE PROFILE FOR ITSELF AMONG HIGH SCHOOL STUDENTS AND THEIR PARENTS. With the cream of academically inclined students going to the state-owned universities, and the other top private universities already positioned strongly, RSU cast itself as a place for experiential learning, versus just learning from textbooks, to make higher studies more approachable for the student. Its campaign had videos showing situations illustrating this—like a nursing student helping out in an ICU—and carried testimonials from current RSU students. The message was made available across its website and on Facebook, YouTube and Twitter. The results were: 6.2 million impressions on Facebook and YouTube within three weeks, a 10% annual increase in admission numbers, and massive earned media on leading Thai websites such as MarketingOops and BrandBuffet. Campaign Name RSU Experience Brand or Company Rangsit University Agency mInteraction/Mindshare Country Thailand
  • 20. EFFECTIVENESS: COMMUNICATIONS / UTILITIES 21 GOLD VODAFONE BUSINESS SERVICES (VBS), WHICH WAS CREATED FIVE YEARS AGO TO PROVIDE TOTAL TELECOM SERVICES TO ENTERPRISES, WAS BOGGED DOWN BY A PERCEPTION PROBLEM. The reputation of Vodafone India overshadowed it, and customers saw it as just a mobility services provider. VBS had to bring about a perception change in the market. Having discovered that 50% of Indian organizations they met were not ready to meet future competition and changes in business environment, it decided on a line of communication titled ‘ARE YOU A READY BUSINESS?’ – A reality check for businesses in India. It created Readiness Index - a survey tool which scored companies on their Readiness Quotient. This was supplemented with relevant VBS product recommendations, after which the user was offered a consultation with VBS experts. In parallel, the VBS website and wapsite were reskinned to strongly bring out the essence of the Ready Business philosophy. Additionally, a series of e-mailers, webinars, social media promotions and display ads were strategically used to push the Ready Business philosophy to businesses. The campaign ended with a 39% increase in leads, almost double the targeted 20%. While less than 20% of leads used toinquire about total telecommunication services prior to the campaign, 75% of leads were now asking about it, demonstrating an improvement in the quality of leads generated. 44% of the overall leads that were yielded by the campaign have been converted, with a revenue of $1.3 million already pocketed and $8.7 million in the pipeline, all at an initial investment of just $63,000. Campaign Name Beyond Mobility - A $10 MN story Brand or Company Vodafone Business Services Agency OgilvyOne Worldwide Country India WINNER SILVER
  • 21. EFFECTIVENESS: COMMUNICATIONS / UTILITIES 22 SILVER AIRTEL WANTED TO INCREASE SUBSCRIPTION TO ITS STREAMING APP WYNK, AND DECIDED TO TAKE ITS COMPETITOR HEAD ON WITH SMART DATA-DRIVEN PLANNING. Android was the market leader but fragmented in price points, so Airtel planned creatives and communication based on screen size and category users. Its search strategy localized communication through an understanding of regional and national trends, using 15000+ categories of keywords on music, movie and app preferences. Its social strategy segmented customers on location, behavior and trends; it also used third party analytics for cross-device optimization and scale. Wynk became the number one trending app in the first week of the campaign, staying there for three days. It was the fastest to reach 2 million downloads, and broke into the top 15, overtaking competitors Gaana and Saavn. Campaign Name Wynk Music App Brand or Company Bharti Airtel Ltd Agency Performics Country India
  • 22. EFFECTIVENESS: COMMUNICATIONS / UTILITIES 23 BRONZE THE SALES CYCLE FOR VODAFONE BUSINESS SERVICES WAS VERY LONG SINCE DECISIONS FINALLY RESTED WITH THE C-SUITE WHO WERE BEYOND THE SALES FORCE’S REACH. To establish connection with the C-suite, Vodafone hosted the ‘Executive Water Cooler’ on LinkedIn where many of the C-suite were registered, creating an invite-only group for Vodafone Tee Walk, a golfing event for senior executives. The strategy was to stimulate conversations between the C-Suites, while building brand affinity without branding (avoiding sales pitches while delivering information). The conversations were spearheaded by Vodafone India COO Naveen Chopra. To sustain engagement, conversations around golf were seeded into the group through content buckets like Golf and Leadership, Golfing Trivia and Tips, Golfing and Business.The strategy has yielded 162 C-Suite relationships since January 2014 against the targeted 25, representing potential business opportunity of USD 2.43 million for Vodafone, at a savings of $21,887 per contact. Campaign Name $2.43mn worth leads. Zero cost. Brand or Company Vodafone Business Services Agency OgilvyOne Worldwide Country India
  • 23. EFFECTIVENESS: CONSUMER PRODUCTS 24 GOLD TO GRAB THE ATTENTION OF CONSUMERS EXPOSED TO SUPERIORITY CLAIMS FROM ALL SANITARY NAPKIN BRANDS, P&G DECIDED TO LEVERAGE A RELEVANT LIFE TRUTH TO SHOW THAT WHISPER ULTRA HELPS YOUNG WOMEN TO BE ‘UNSTOPPABLE’ AND GIVE THEIR 100% EVEN DURING THEIR PERIOD DAYS. The campaign was centered on the many traditional beliefs in India about menstruating women—that they should not enter the kitchen or worship room, or touch pickle jars for fear the pickle would rot. The Touch the Pickle campaign was designed to tackle these taboos. The first phase ‘Motivation’ established ‘Touch the Pickle’ as a metaphor for breaking free from period taboos and getting women to speak in the social media about taboos, and whether they agreed or disagreed with them. The ‘Agitation’ phase aimed at busting myths, its video launch showing a young girl breaking taboos with grandmothers in support. Experts talked about why taboos don’t make sense today. The final phase ‘Culmination’ enhanced Whisper Ultra’s role as an enabler. Celebrities pitched in to motivate women; actor Parineeti Chopra dressed in white bottoms to unveil a giant installation of a Whisper pack by tearing away the newspaper wrapping, which was a symbol of the shame factor as napkins are sold wrapped in paper in India. The campaign reached out to 51.2 million women on Facebook and Twitter; there were 1.96 million views on YouTube, while 2.9 million women participated in the movement against period taboos. The movement was covered by Scoopwhoop, Story Pick, Afaqs & Lighthouse Insights. The campaign awareness recorded 73% unaided recall; 55% could associate the campaign with Whisper. It led to 6.1 million worth of earned media coverage, 1.2 billion earned media impressions (PR + Social), and 850+ exposures in the target media list of the target audience. Campaign Name Whisper Touch The Pickle Brand or Company Whisper - P&G India Agency Quasar Media Country India
  • 24. EFFECTIVENESS: CONSUMER PRODUCTS 25 GOLD ARIEL WANTED TO MAKE MEN AND WOMEN BOTH SEE LAUNDRY AS A FUN HOUSEHOLD JOB THAT CAN BE SHARED BY ALL. The challenge was to get men to do the laundry, as a survey had shown that 76% of married women felt men prefer to relax at home rather than help with household chores.This led to the ‘Share the Load’ campaign. The campaign was kick-started with a provocative question ‘Why is laundry a woman’s job ’ sparking a national conversation. On-ground, Ariel created ‘Basket Ball Laundry’, attaching a hoop on top of a washing machine at cinemas. Here, the ease of washing with Ariel, which removed stains with one wash, was conveyed, showing that anyone could do laundry, including men. At the washing machine hoops, men gamely did the laundry while women enjoyed watching them at it. Sharing the laundry at home isn’t that difficult either, was the message. The campaign video got 6.8MM views on YouTube; and engagement rate on Facebook was up by a record 225%. On Twitter #ShareTheLoad trended nationally, getting over 8 million impressions. The campaign led to an increase of 132% in unaided brand awareness within the first month. It generated free media worth US 3 million. Over 1.2 million men pledged to ‘Share the Load’ across the country through mobile, social media, mall activations and purchase of Ariel Matic His & Her pack. During the campaign period, value sales for Ariel increased by 22% versus the year-ago period. Campaign Name Share The Load Brand or Company Ariel Matic - P&G India Agency BBDO Country India
  • 25. 26 SILVER NESCAFE WANTED TO INCREASE COFFEE CONSUMPTION IN INDIA, A NATION THAT DRINKS 60 TIMES MORE TEA THAN COFFEE. Its digital media campaign cast Nescafe as the perfect companion, partnering people as they went about their life journey. Its YouTube video IT ALL STARTS WITH A NESCAFE was an inspirational story of a stammering comedian, which youth were encouraged to discuss and share on Facebook. On Twitter, the story was shared using #itallstartswith, asking youth to share their ownstories of resolve. Well-known comedians Tanmay, GK Khamba and Gabbar Singh used the #itAllStarthashtag on Twitter to talk about their association with coffee during their struggles. The YouTube video got 5 million views, while 3000 stories were viewed by 6 million on Twitter. Brand Lift Survey showed a 130% uplift in people remembering the Nescafe Ad seen recently online, and a 201% uplift in 18-24-year-olds. CADBURY 5 STAR, WHICH GOES BACK FOUR DECADES IN INDIA AND IS REMEMBERED FOR ITS BRAND AMBASSADORS RAMESH AND SURESH WHO CREATED DELIGHTFUL NONSENSE, WANTED TO SHED ITS ‘RETRO’ IMAGE WITH THE NEW-AGE AUDIENCE. It wanted to create a deep involvement with the youth, and create shareable messages, increasing its Share of Voice. It was Cricket World Cup 2015 time, and 5 Star decided to cash in on it, although it was nowhere officially involved with the event. It had to do it foot-in-the-door style. Ramesh and Suresh were resurrected, and became commentators for an India vs South Africa match, but in a very different way.They watched the match live, recorded quirky commentaries on SoundCloud, and broadcast them on Twitter, thus turning Twitter into a live online radio station. They also gave 6-second Vine tutorials for the boys in blue using Cadbury humor, rounding off the finals with a display of raw emotion, yelling, cheering, jeering etc. using real-time quirky GIFs. Without formal tie-ups and sponsorships, the brand had leveraged new platforms to talk to its audience, discovering a new way of creating a TV Twitter experience through the use ofother fringe platforms.By the end of the games, Cadbury 5 Star’s online share of voice increased from 1.4% before the World Cup, to 46.2% post it. Its Twitter handle grew twice faster than the competition’s, and it was also the most engaged brand on SoundCloud globally. Campaign Name Lets get started on digital first Brand or Company Nestle India Agency Performics Country India Campaign Name Lost At The World Cup Brand or Company Mondelez India Foods Ltd Agency OgilvyOne Worldwide Country India EFFECTIVENESS: CONSUMER PRODUCTS
  • 26. 27 BRONZE BACARDÍ WANTED TO REINFORCE ITS POSITIONING OF ‘UNTAMEABLE’ THROUGH ENGAGEMENT, HIGHLIGHT ITS 150-YEAR HERITAGE AND ALSO REMAIN AT THE FOREFRONT IN THE YOUTH CULTURE OF ‘PARTYING’. It organised an invite-only, global music festival on a private island in the Bermuda Triangle, which only 10 guests could attend from India, if they won a digital contest. On Facebook, the campaign #BacardiTriangle tested users’ knowledge of BACARD ’s heritage and the artistes performing at the Triangle, and on Twitter, #DisappearingTweets shot questions that would disappear every 31 minutes. Influencer seeding was done through collaboration with Twitter’s popular influencers, such as EDM artiste Nikhil Chinapa. The campaign brought 250 million digital impressions, a total of 100 million impressions on radio, TV and YouTube, and a whopping 102,006 contestants, a never-before in the alcohol beverages industry. BACARDI was among the top five most interactive brands in India during the campaign period on Twitter. TO IMPROVE ITS MARKET SHARE AND POSITION FROM 2.5% AND 6, RESPECTIVELY, CONDOM BRAND DUREX DECIDED TO ENGAGE INDIAN YOUTH WITH A SHOW THAT EDUCATED BUT DID NOT PREACH. Called ‘Rex Talk’, the show on MTV was kicked off with promos featuring current heart throb Ranveer Singh exhorting youth to come out and talk about sex, a taboo subject in India. Sixteen shortlisted contestants were divided into four teams in a boot camp, and tasked with busting common sex myths by talking with people on the street. The show generated over 4 million video views, and a reach of 5.5 million on Facebook and 2.5 million on Twitter. The brand’s Spontaneous Awareness scores rose 44% and market share in the top 35 markets from 4.8% to 5.7%. In Mumbai and Delhi, where the program had maximum viewership, market share rose from 11.6% to 15.6% and from 8.7% to 10.5%, respectively. Campaign Name Bacardi Triangle Brand or Company Bacardi India Pvt. Ltd. Agency Dentsu Webchutney Country India Campaign Name Durex-Rex Talk Brand or Company Durex-RB Agency Interactive Avenues Country India EFFECTIVENESS: CONSUMER PRODUCTS
  • 27. 28 BRONZE REEBOK WANTED TO PROJECT ITSELF AS AN ENABLER OF FITNESS FOR THE WHOLE NATION BY COMMUNICATING THE MANTRA THAT FITNESS WAS FOR EVERYONE, AND NOT JUST FOR THOSE WHOSE JOBS DEMANDED IT. Its campaign drove home the message by roping in author Chetan Bhagat whose job hardly called for fitness, but who was charismatic and popular across age groups to announce a 100-day fitness mission as a New Year resolution and exhort others to do so too. His progress updates were tracked by his 4.58 million Twitter followers and 6.2 million Facebook fans. INR 10.7 million in earned media, INR 10.5 million in brand engagement, and a 797 per cent increase in fan engagement resulted. The campaign was featured in the mainstream media, in lifestyle magazines such as GQ India and Elle India, and was deemed a success by Afaqs and digital curator Lighthouse Insights. PHILIPS, TARGETING CITY WOMEN AGED 24 TO 40 FOR ITS BRAND AIRFRYER, WANTED TO LINK ITS TV AD TO A MOBILE CAMPAIGN, BOTH TO REINFORCE BRAND COMMUNICATION AND TO SPEAK DIRECTLY TO ITS AUDIENCE. Its seamless cross-device campaign, a first in India, used audio identification technology, getting smartphones to pick up details of viewers of the ad. A mapping site filtered the details for prospective users, delivering them sequential communication messages on their phones for better engagement. The campaign fetched a 525% increase in website traffic, a 300% increase in search traffic in the regions it covered, and drove many purchases, all at less than 40% of the cost of a conventional TV campaign. Campaign Name Reeboot100 Brand or Company Reebok India Agency Isobar Country India Campaign Name India's First Multi-Device Conversations Brand or Company Philips India Agency Isobar Country India EFFECTIVENESS: CONSUMER PRODUCTS
  • 28. 29 BRONZE BRAND DOMEX, AS PART OF THE UNILEVER SUSTAINABLE LIVING PROGRAM, HAD JOINED HANDS WITH UNICEF TO PROMOTE GOOD HYGIENE PRACTICES, AND WANTED TO RAISE AWARENESS AMONG NETIZENS IN INDIA, WHERE LACK OF TOILETS EVEN POSES A DANGER TO WOMEN’S SAFETY. Its campaign made a quintessential Indian village girl Babli’s need for a toilet a national concern, showing viewers some hard-hitting facts as they followed her about on a scrolling website. It got influential bloggers, including 100 popular Twitteratis using #toiletforBabli, to seed content on open defecation and Domex’s actions, and did a homepage takeover on Yahoo! The total potential campaign reach was calculated at over 100 million; 250 blogger pieces reached over 5 million people, and the Yahoo! homepage brought 7 million impressions. Netizens donated Rs. 1.1 million for a toilet for Babli. HINDUSTAN UNILEVER WANTED TO DRIVE PARTICIPATION AND COLLECTIVE ACTION IN PROJECT SUNLIGHT'S WATER SAVING MISSION. The Sunlight Living Challenge tasked 10 families with saving water for a #brightfuture, underscoring the role of children as agents of change. Passionate advocate of water conservation Mini Mathur hosted the challenge, mentoring the water saviours. The Challenge tested the Sunlight Heroes for water IQ, innovation and advocacy, a parallel effort on Facebook asking fans to beat these IQs. A Slow the Flow app was also generated, and a shower song Paani bachaayega to doosra nahaega, (promising a second bath if water is saved) was aired on RED FM. The results showed a registered 182 million acts, 1500 parents sharing innovative water solutions as suggested by kids, a reach of 6 million, 1.1 million new fans, and 13% online engagement. Campaign Name Toilet for Babli Brand or Company Domex Agency PHD Country India Campaign Name Sunlight Living Challenge Brand or Company Hindustan Unilever Agency BC Web Wise Country India EFFECTIVENESS: CONSUMER PRODUCTS
  • 29. 30 BRONZE GILLETTE WANTED TO CREATE A NATIONWIDE UPROAR THAT 'UNSHAVED IS UNBATHED'. Research had revealed that 83% of women think an unshaved man looks unbathed too. However, men wanted visible proof of what women thought. Gillette partnered with Grazia, releasing the same edition of the magazine with two different covers, one showing a clean-shaven model with no body hair, the other showing the same model sporting a stubble and body hair. They were placed in ladies’ salons and news stands in select Indian cities. A hidden camera tracked which of the two was picked up by women, helping to start a debate on what women think about unshaven men. The campaign demonstrated how shaving can create an everlasting impression on women. It got earned media coverage worth 9.4 million, 1.78 billion impressions, 2.7 million Facebook fans, a million YouTube views, and four months of record back-to-back share growth for Gillette. DOVE WANTED TO INCREASE SALES BY 10% WITHOUT SHEDDING ITS PREMIUM PRICING. This was to counter a 9% year-to-date sales drop, as many much cheaper brands pushed the Dove proposition of ‘softer, smoother skin’ at a much lesser price. With the ultimate go-to beauty solution for Indian women being parlor treatment, Dove strategically positioned itself as the soap that gave a ‘parlor-like glow.’ Rather than an expensive soap, it was now an inexpensive parlor! A Mystery Beauty Experiment was filmed on video capturing six real women who were whisked away to a spa-like setting and asked to name the mystery product they were treated with. They were astonished that only Dove had been used. The experiment was hosted on a Dove microsite and on YouTube; conversations were fueled on blogs and Twitter. The strategy brought audience engagement of 18,621 hours, while sales exceeded target, rising 12% year-to-date. Campaign Name Gillette Grazia Brand or Company Gillette - P&G India Agency BBDO Country India Campaign Name How Dove repositioned itself Brand or Company Dove Agency OgilvyOne Worldwide Country India EFFECTIVENESS: CONSUMER PRODUCTS
  • 30. 31 LEADER Campaign Name: Bringing the human touch to e-commerce Brand or Company: Eureka Forbes Ltd. Agency: Direct Entry Country: India EFFECTIVENESS: CONSUMER PRODUCTS EUREKA FORBES WANTED TO BUILD AN E-COMMERCE CHANNEL TO DRIVE SALES, BUT IN SUCH A WAY THAT IT WOULD STRENGTHEN ITS 30-YEAR DIRECT-TO-HOME APPROACH RATHER THAN DILUTE IT. The channel’s main feature was the online Water Doctor feature, which enabled customers to find the right purifier for their home based on their water source, identified by PIN code. Behind this was intelligence gathered over the years by the company from across the country. Demo videos would show the best buy to customers, who could then book home demos or avail of e-Buy assistance. The website was optimized for mobile phones keeping in mind the growing trends. Eureka Forbes also had dedicated e-commerce cells and analytics to tracks consumer journeys. The website increased leads by 203%, transactions by 934%, and online revenue by 887%.
  • 31. EFFECTIVENESS: EDUCATION 32 BRONZE MANIPAL UNIVERSITY, WHICH BOASTS ALUMNI SUCH AS SATYA NADELLA WHO NOW HEADS MICROSOFT, WANTED TO RECAST ITS ONLINE PRESENCE TO MATCH ITS CAMPUS VIBRANCY, MAKING FOR AN EXPERIENCE THAT WOULD AMPLIFY EVERY ASPECT OF THE MU BRAND AND GENERATE LEADS FOR MORE ADMISSIONS. The new design worked around the idea of 'Inspired Learning’ through real-life stories and imagery, including candid pictures, student testimonials, job placements and unique content for parents, students and other stakeholders. A new navigation model and a wireframe prototype helped reinforce the site’s direction. The results were: a stickier website time spent on it rising 69% - an increase of 11% in leads, a 22% annual increase in applications, a leads-to-application conversion of 18 per cent, and acquisition cost savings of Rs. 2.5 million. There was a 40% hike in visitors on the mobile and a 25% increase in mobile traffic share. Campaign Name Manipal University (manipal.edu) Brand or Company Manipal University Agency SapientNitro Country India
  • 32. 33 LEADER Campaign Name: Classmate Spell Bee - Content is King Brand or Company: Classmate Spell Bee Agency: WATConsult Country: India EFFECTIVENESS: EDUCATION CLASSMATE SPELL BEE, A SPELLING COMPETITION FOR STUDENTS FROM GRADES 5 TO 9 POWERED BY THE TIMES OF INDIA, ASKS FOR SELF-LEARNING FROM STUDENTS. To help them with this, and to shore up their spelling quotient that was deteriorating because of the wide acceptance of English slang and texting language, it engaged with them on Facebook in a fun and interactive way. It pushed content only organically and did not promote its posts at all. The content had word guessing games, including one that showed four pictures containing hints about the one word linking them, and another that taught new words. A reach of 1, 31,584 was garnered organically on Facebook, at a time when its organic reach is dipping by the minute.
  • 33. 34 SILVER CITIBANK WANTED ITS CREDIT CARD EMI PROPOSITION TO STAND OUT AMID THE CLUTTER OF DIWALI ADVERTISING. Its Real Time Augmented Chaser Model’ was many-layered. ‘Placement’ ensured that a customer who clicked on a festival offer online saw a Citibank EMI card offer for the product right next to it, making his dream appear a real possibility. A Citibank EMI ad chased Macbook Pro on IBN live, for example. Its campaign chased the festival calendar of big brand advertising for this. It created the impression that Citibank EMIs were an intrinsic part of consumers’ lives as they made purchases, its ads being viewed as content and not advertising. Citibank credit card sales rose 40% and transactions 46% in the 15 days of the campaign; more than 21 million impressions were served, leading to a 15X jump in traffic to its EMI offer page. EDUCATING A POPULATION WARY OF INVESTING IN MUTUAL FUNDS AND INTIMIDATED BY THE FINANCIAL JARGON IN REGULAR INVESTMENT LITERATURE WAS FRANKLIN TEMPLETON INVESTMENTS’ CHALLENGE. Its campaign was an online and mobile quiz game on investment and mutual funds, embedded in the theme of cricket, a sport of mass appeal in India. The Fundtastic Cup quiz posed 1800 increasingly complex questions, its prizes at various milestones of the game culminating in a lucky draw for a trip to Australia. Campaigns on Facebook, Twitter and LinkedIn, banners on Google Display Network, and e-mailers to participants, fetched 100,000 registrations in just six months for the game, which ran 20,00,000 sessions with a cumulative play time of 15,000 days, or 31 minutes per user. The app was installed 241,675 times, topping the education category in the Android play store at its peak, and significantly improved people’s perception of mutual funds. Campaign Name Citibank Real Time Augmented Chaser Brand or Company Citibank EMI Agency MEC Global Country India Campaign Name Fundtastic Cup Brand or Company Franklin Templeton Asset Management Agency Social Wavelength Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES FINALIST
  • 34. 35 SILVER AXIS BANK HAD BECOME THE THIRD LARGEST PRIVATE SECTOR BANK IN INDIA BY 2014, BUT IT WANTED ITS IMAGE TO STAND FOR SOMETHING DISTINCTIVE SO THAT IT COULD BETTER FIGHT FOR CUSTOMER MIND SPACE WITH ITS MORE ESTABLISHED COMPETITORS. It created a forum #MyIdeaOfProgress on multiple social media platforms, inviting people to express what their idea of progress was and bring it to life over ten consecutive days. Later, the bank itself would take on selected ideas and execute them. The campaign attracted 190,000 website visits and 45,000 original ideas, even though participants stood to gain nothing like prizes or points. The bank’s engagement on Facebook rose 142% and on Twitter 101%. It moved from fourth to top position as the most engaging bank brand on LinkedIn. Most importantly, consideration increased 26%, while the major competitors’ consideration showed degrowth. AMERICAN EXPRESS WANTED TO GROW ITS TRAVEL BILLINGS IN INDIA BY GETTING MORE MEMBERS TO USE THEIR CARD WHEN PURCHASING TRAVEL, AND ALSO BUILD ON THE AMEX LEGACY OF TRAVEL, CREATING LOYALTY WITH THE PROPOSITION ‘CARD FOR TRAVEL’. It partnered with 20 leading players across airline, lodging, travel portals and car rental services offering discounts and offers across 40 destination countries. Offers were funded by the partners, resulting in cost-effectiveness for Amex. To break through the clutter, the program hand-hold customer rights from the dreaming stage to the sharing of travel tales through offers and aids. This was publicized through a 360-degree BTL campaign. Travel, as a result, became the fastest growing category for Amex in April 2015. Growth was 27.1% against 18% in the same period the previous year. Campaign Name My Idea Of Progress Brand or Company AXIS Bank Agency Indigo Consulting Country India Campaign Name Take Off With Amex Brand or Company American Express Agency Kaps Advertising Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
  • 35. 36 SILVER SBI, INDIA’S LARGEST BANK, WANTED TO SHED ITS HOARY IMAGE AND MAKE A BETTER CONNECT WITH THE NEXT-GEN OF UNDER-35s. The bank made its official presence on Facebook, YouTube and Twitter between November 2013 and April 2014 with interactive content and tutorials. A unique digital proposition sbiINTOUCH, a holistic digital branch targeted at the next-gen, was launched. The in-house analytics tool provides interesting customer insights and was also used for redressal of user complaints. 385 tech learning centres were promoted across India and footfalls at six sbiINTOUCH outlets touched 143,269. In less than two years, SBI was second in total followers on Twitter and third on Facebook; its YouTube subscribers of over 7,000 are the highest for any Indian bank. In January-December 2014, its customer base rose 22% on-year to 256.8 million, customers aged 21 to 35 constituting 82.5 million, a 35% Y-on-Y rise. SHARE BROKING COMPANY KOTAK SECURITIES WANTED TO CREATE A HINDI WEBSITE—A SECTOR-FIRST—TO TAP THE HUGE BUSINESS POTENTIAL OF A MASSIVE, UNADDRESSED AUDIENCE. Instead of direct translation from English, special Hindi copy was created with relevant and customized content, making for a virtual stock market university in Hindi. Its call centres and branch representatives helped it create a query matrix, making the website ready for Google’s Hummingbird update, which ranked higher those websites that answered queries. Specific code customizations ensured that Google understood Hindi content as a valid language. SEO-friendly changes were made, and popular content portals used to spread the word about the website. The campaign generated 23 % incremental leads at 20 % better qualification rate and 57% better conversion rate than from English content. ROI was 4X, and still increasing. What’s more, revenue per customer from Hindi content was 4.7X that of English content. Campaign Name SBI Engages Millennials Brand or Company State Bank of India Agency Adfactors PR Country India Campaign Name Speaking Our Customer's Language Brand or Company Kotak Securities Agency SMG Convonix Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
  • 36. EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES 37 SILVER BIRLA SUN LIFE MUTUAL FUND’S EQUITY FOCUS AIMED TO INCREASE SALE OF ITS EQUITY PRODUCTS TO CUSTOMERS, WIN NEW CUSTOMERS, BRING BACK INACTIVE CUSTOMERS, AND INCREASE AVERAGE HOLDINGS AS WELL AS THE PERIOD OF TIME ITS CUSTOMERS STAYED INVESTED. It deployed analytics to understand different customer segments, and moved its communication focus from sell to engage. Allotment of household IDs to create more surround, information on wealth creation and linkage of distributors with customers were some of its key actions. Product excitement was generated and equity stressed as a line of business. The results were: a 237% increase in fresh sales of equity products over the previous year, at Rs 63.45 billion, improvement of its equity fund ranking from 10 to 2 in the new investors’ product preference selection, activation of 79,833 inactive investors and 1168 inactive distributors, and a 41% increase in average ticket size of SIPs. Campaign Name CLTV Brand or Company Birla Sun Life Mutual Fund Agency Pi Communications Country India
  • 37. 38 BRONZE AMERICAN EXPRESS WANTED TO GROW ITS CARD BILLINGS TO THE MAXIMUM DURING DIWALI, THE PERIOD OF HIGHEST CUSTOMER SPENDING IN INDIA. Following the 80:20 rule of income that a small minority fetched the majority of results, it decided to focus only on key online and offline merchants and partners, and concentrate on large transactions only. Tie-ups with the top three online merchants, Flipkart, Amazon and Snapdeal, and with Future Group and The Mobile Store offline, offered cashbackand rewards of 3X, 2X and 5X, patterned on a popular Diwali card game, on spends of over Rs. 15,000. BTL and digital channels were deployed to promote the campaign, which eventually brought 230,505 transactions, 32% higher than in the previous Diwali season, and total Amex billings of US 19.83 million from the partners, a jump of 60% over the previous year. RETAIL BROKING AND INVESTMENT SERVICES AXIS DIRECT DISCOVERED THAT ITS EMAILS TO CUSTOMERS GIVING THEM MARKET UPDATES WERE OFTEN OPENED LATE, AFTER STOCK MARKET CHANGES HAD MADE MUCH OF THE INFORMATION IN THEM REDUNDANT. To provide them relevant messaging through email at all times, an innovative email marketing solution was devised. Emails now contained dynamic content that changed with time; a fully automated process ensured that the content of mailers automatically changed, getting updated to real-time Daily Market Notes, irrespective of when the mails were opened. The result was that Open Rate value increased by 61.2% (average from 25 campaigns) and CTR value by 248.5% (average from 25 campaigns). Average feedback rating from 400 users was 4 out of 5. Campaign Name American Express Festive Campaign Brand or Company American Express Agency Kaps Advertising Country India Campaign Name Real-time Email Personalisation Brand or Company Axis Securities Limited Agency Kenscio Digital Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
  • 38. 39 BRONZE LOOKING FOR AN UNTAPPED SOURCE OF BUSINESS FOR ITS COMMERCIAL VEHICLE LOANS, HDFC BANK DECIDED TO TARGET PRINCIPALS, DEANS AND TRUSTEES OF EDUCATIONAL INSTITUTIONS FOR LOANS FOR THEIR BUS FLEETS. Their list was identified from the bank’s database, and a Direct Mail pack sent to them with the message ‘Your School First’, asking the addressee to write the school’s name in a window cut on the pack before opening it. On opening the envelope, the name would appear on the side panel of a picture of a school bus, now customized with the school’s name. Inside was a Bus Loan letter. This departure from targeting traditional sources with phone calls and messages for commercial loans was a first for the bank. Around 10,800 Direct Mail packs were sent, covering 5,000 schools, in what was a case of precision marketing. Campaign Name HDFC Commercial Vehicle Loan DM Brand or Company HDFC Bank Agency RAPP Country India Campaign Name Take Off to Your Next Destination Brand or Company American Express Agency MRM//McCANN Country India EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES AMERICAN EXPRESS WANTED TO INSTITUTIONALIZE A PLATFORM HOSTING ALL ITS TRAVEL-RELATED OFFERS THAT WERE CURRENTLY BEING MADE THROUGH ADHOC EMAIL COMMUNICATION. It created an online microsite showcasing all the travel benefits of its cards, and all the offers, launching it appropriately during the summer, targeting frequent flyers, holiday planners, and SINK and DINK members. The core proposition was ‘Take off to your next destination’, all communication leading to the microsite. The creative vision was that the site should appeal to the ‘traveler’ inside a person, resulting in his exploring the offers. Without any additional marketing efforts, Amex got 40,000 people visiting the microsite with a stay time of 2 minutes, 40 seconds, indicating that visitors were exploring the site; 60,000 pages were browsed on the site, and 600 people clicked to apply for an Amex card from the summer travel site. Year-on-year travel growth increased by 36.4 %.
  • 39. 40 LEADER Campaign Name: Travel More. Travel in Style. Brand or Company: American Express Agency: Ogilvy & Mather Country: Hong Kong AMERICAN EXPRESS WANTED A FRESH POSITIONING FOR ITS AIR MILES CREDIT CARD IN HONG KONG, AS THE AGGRESSIVE AND SATURATED MARKET HAD LED TO A STAGNATION IN MEMBER ACQUISITIONS. It decided to cut out of the miles race and created a ‘whole package’ instead, targeting the young, affluent and travel-savvy. The new Cathay Pacific Elite Credit Card came with a generous welcome offer, a competitive air mile earn rate and complimentary lounge access, priority check-in and boarding, and travel insurance. The campaign featured in print and digital media, as well as on trams, MTRs, bus shelters, cinemas and Cathay flights, focusing on the end experience through evocative pictures like a beach in Bali. It achieved an incremental increase of 20% in new card member applications and 7% in new card acquisitions, while incremental monthly average spend per card account increased by 25%. Campaign Name: Pay with Points Brand or Company: American Express Agency: Kaps Advertising Country: India AMEX LAUNCHED A SERIES OF ‘PAY WITH POINTS’ CAPABILITIES IN THE INDIA MARKET STARTING AUGUST 2014, ALLOWING CARD MEMBERS TO REDEEM POINTS AT OVER 2500 POS INCLUDING RESTAURANTS, AND PAY FOR SPECIFIC TRANSACTIONS ON THEIR ONLINE CREDIT STATEMENT. It wanted to make its rewards program a ‘lighthouse identity’ for itself, to differentiate it from competition. Its ‘multi-modal’ campaign with the theme ‘Shop with Points/Dine with Points’ used emailers, SMS, card statements, catalogs, Facebook posts and visibility at merchant stores and restaurants negotiated at no extra cost. A ‘pay for lunch’ facility was launched too. The campaign saw around 600 million points redeemed, and a rewards reduction of US 570 million. Average redemption size was a healthy 25,000 points. Visibility upwards of US 5 Million was earned, and the campaign received market acclaim for loyalty marketing at the AIMIA 2015 awards. EFFECTIVENESS: FINANCIAL PRODUCTS AND SERVICES
  • 40. 41 SILVER FINDING THAT TOP MARKETING EXECUTIVES WERE INTERESTED IN THE DIGITAL MEDIUM BUT STILL WARY OF IT, GOOGLE DECIDED TO INTRODUCE THEM TO ITS DIGITAL MARKETING TOOLSET SO THAT THEY WOULD BE MORE COMFORTABLE USING IT, THEREBY GENERATING MORE REVENUE FOR GOOGLE. Partnering with Indian School of Business, GroupM and the Boston Consulting Group, an interactive ‘CMO Bootcamp’ was organized in Mumbai. 260 of the biggest companies, Indian and global, were approached with a registration process that itself gave them a first-hand experience on the role of digital in marketing. The residential workshop taught various aspects of digital marketing, offering digital product crash courses and company-centric consultations. 27% of invitees attended the event, nearly 90% of them seeking customized digital marketing solutions using Google’s marketing tools.Google exceeded revenue targets for the event, with over $ 2 million worth of revenue in the pipeline from top 25 prospects alone. LINKEDIN WANTED TO BUILD RELATIONSHIPS WITH ASIAN’S IN A MANNER THAT APPEALED TO THEM CULTURALLY, TO CREATE AWARENESS ABOUT ITS STRONGEST B2B OFFERING—ITS PRODUCT SUITE FOR HR AND RECRUITING PROFESSIONALS. Under a program ‘Conscious Business Philosophy’, conceptualized by Fred Kofman, leader of organizational effectiveness at LinkedIn, it decided to celebrate 30 CHROs in APAC who exemplified the ideals of trust and integrity; four would get the Conscious Business Leadership Award at LinkedIn’s annual flagship event – Talent Connect in Sydney, 2015. A multichannel approach brought 140 nominations for the program, which resulted in net new relationships with over 100 APAC accounts, engagement of the C-suite who had earlier declined LinkedIn invitations, bookings of 100,000 new deals within a single month, and big enterprise accounts in Japan and India. The campaign achieved ROI of 77X compared with the targeted 5X in terms of the size of prize. Campaign Name Google CMO Bootcamp Brand or Company Google India Agency MRM//McCANN Country India Campaign Name Conscious Business Leadership Awards Brand or Company LinkedIn, Singapore Agency Direct Entry Country Singapore EFFECTIVENESS: INFORMATION TECHNOLOGIES FINALIST
  • 41. 42 SILVER HCL TECH, INDIA’S FOURTH LARGEST IT SERVICES PROVIDER, WANTED TO CAPITALIZE ON THE GROWING TREND OF MILLENNIALS (18 TO 35 YEAR-OLDS) AND NON-C-SUITERS DOING MOST OF THE RESEARCH FOR B2B PRODUCTS AND SERVICES, 90 % OF WHICH WAS DONE ONLINE. HCL decided to build its website as a major lead generation source, deploying a 360-degree Search Engine Optimization strategy. An intelligent system was put in place to dominate search results for branded and non-branded keywords, over 15,000 of which were analyzed and segmented. Landing pages and supporting themes for all keywords were evaluated against competition, and the content gaps filled. The result was a 20% increase in organic traffic, a 72.3% increase in page views, and a 1300% increase in organic search reach. Search share among competition rose from lowest to second highest in a year. Customer queries rose 37% and sales-qualified leads from organic research rose 35%. TATA COMMUNICATIONS (TCL) WANTED TO CREATE A VIRAL AND SUSTAINABLE BUZZ FOR ITS NEW, CUTTING EDGE DATA CENTER IN DELHI WITH A HIGH IMPACT LAUNCH EVENT TO REINFORCE ITS POSITION AS THE LEADER IN IT INFRASTRUCTURE, DATA CENTER AND MANAGED SERVICES. The event was to be done with a tour of the center. Media, analysts and prospective customers were sent a ‘Pillow’ DM invite 20 days before the event, driving home the message of ‘peace of mind’ that comes with TCL’s services, which promised 99% uptime. 72 of the 150 ‘Pillow’ DM invitees turned up at the launch event, which also fetched 25 new followers for the company. Campaign Name The Billion Dollar Challenge Brand or Company HCL Technologies Agency SMG Convonix Country India Campaign Name Peace Of Mind Brand or Company Tata Communications Agency MRM//McCANN Country India EFFECTIVENESS: INFORMATION TECHNOLOGIES
  • 42. EFFECTIVENESS: INSURANCE 43 SILVER POLICYBAZAAR.COM WANTED TO BRING CURRENT OFFLINE INSURANCE BUYERS TO ITS PLATFORM, WHERE THEY COULD COMPARE POLICIES, SAVE MONEY AND BUY THE RIGHT POLICY THEMSELVES. Its campaign was aimed at the ICC World Cup 2015 audience. With the smallest of budgets among the WC advertisers, Policybazaar highlighted, through TV spots and social media, the simplicity and speed of buying insurance, a ten-second spot showing exactly how it could be done during breaks between overs, saving Rs. 7000 too. An online #comparekar handle showed how naturally ‘comparing’ comes to both cricket and buying insurance. Website traffic shot up by 49 %, website inquiries by 20 per cent, while its App downloads were 2X during the campaign period. From almost unknown player to No.3 in insurance brand awareness was another fallout. Policybazaar’s consideration was also at No. 3 in the category, at 95%, signifying a major jump in credibility. Campaign Name How a Minnow won the Advertising World Cup Brand or Company PolicyBazaar Agency Direct Entry Country India
  • 43. 44 BRONZE EXIDE LIFE INSURANCE WANTED TO GET MORE CUSTOMERS TO USE ITS TOP-UP FEATURE, WHICH WAS DESIGNED TO ADJUST TO INFLATION AND OTHER CIRCUMSTANCES, BUT WHICH CUSTOMERS SEEMED CLOSED TO. It sent them a Direct Mailer informing them of the benefits of additional premium for a dream retirement; reminding them about the bonus interest rates averaging 9.62% they had received over the last 5 years to reassure them. Each customer was sent a customized illustration based on their last top-up, showing the scenarios that would result with and without increasing top-ups. Customers were divided into those who had topped up and those who had never done so. In 90 days, the 41,000 DMs sent to customers aged 35 to 55, resulted in a total conversion rate of 8.29%, bringing an ROI of 101X, at an average cost of Rs.16.5 per DM. RELIANCE GENERAL INSURANCE, WHICH WAS FINDING IT DIFFICULT IN THE CROWDED MOTOR INSURANCE MARKET AS A NEW ENTRANT, WANTED TO GENERATE AT LEAST 1 MILLION LEADS ON ITS WEBSITE. RGI leveraged the insight that the market had not provided for customers getting stuck with a broken down car or losing their No Claim Bonus after making a claim.This was the gap in the market into which RGI would step. It was not enough to have insurance, ‘You Got to Have the Right One’, was its message. Departing boldly from the standard, emotional insurance campaign, RGI took a disruptive, humour-based approach. Quirky YouTube videos and video banners highlighted its product features of Anywhere Assist and No Claim Bonus Retention. The campaign brought 1.3 million leads, exceeding RGI’s target by 30%, while sales conversions grew by 23%. Campaign Name Top-Up Campaign with Pension Pass Book Brand or Company Exide Life Insurance Company Limited Agency Direct Entry Country India Campaign Name There's a smarter way out Brand or Company Reliance General Insurance Agency OgilvyOne Worldwide Country India EFFECTIVENESS: INSURANCE FINALIST
  • 44. EFFECTIVENESS: NOT-FOR-PROFIT 45 GOLD HINDUSTAN UNILEVER WANTED TO TAKE FORWARD ITS SUSTAINABLE LIVING AGENDA AND SHOW PEOPLE HOW PROBLEMS MAY BE SOLVED THROUGH COLLECTIVE ACTION TO CREATE A #BRIGHTFUTURE. Its campaign was based on the premise that children continually show the way to a #brightfuture through small but insightful ideas and actions. HUL conducted a social experiment to bring alive the answer to the question,Can Kids Influence Change in Our World HUL’s choice for an agent of change a nine-year-old boy was stationed at Khao Galli in Mumbai, a busy street famous for its food and infamous for its litter. As the boy began picking up litter that adults at a food stall had carelessly tossed on the ground, inches away from a dustbin, a hidden camera behind a small hole in the wall started to roll. The boy diligently went on at his job, neither preaching nor holding up posters. At first, no one noticed, but soon people started looking at the boy with curiosity. Many who were eating threw their paper plates and waste food in the garbage bin. As the day wore on, more and more people did the same. The video went viral, receiving 1,540,943 views and 1million-plus social shares. It made it to Whatsapp groups, and many schools like Bombay Scottish showed it in their classrooms to inspire their students. Portals like StoryPick and Daily Motion featured it. The campaign had showed that a small beginning could start the journey to a bright future. Campaign Name Can Kids Influence Change in the World Brand or Company Hindustan Unilever Agency BC Web Wise Country India
  • 45. EFFECTIVENESS: NOT-FOR-PROFIT 46 GOLD VISA DEBIT WANTED TO PROJECT ITSELF AS A SOCIALLY RELEVANT BRAND IN INDIA, WHAT WITH YOUNG INDIANS FROM EVERY CORNER OF THE COUNTRY DESIRING PROGRESS WITHOUT BARRIERS. The 'Dream2Advance' platform was Visa Debit’s initiative to inspire and bring young Indians together over a shared purpose. It came to its notice that women in India, especially rural India, are responsible for so many daily domestic chores that they are left with little time for education. To change this, the brand looked for a solution to take education to these women without taking away from their daily responsibilities. Its TV commercial, 'Dream2Advance', on the subject of women’s education, garnered over 6.4 million views on YouTube and created 75 million impressions on Facebook. It was also honoured with a Government of India award and brought 325,000 unique visitors to the 'Dream2Advance' website. The most unusual feature of the campaign was the Visa Saree. If women could not come to schools, the school would be taken to them, the brand decided. It picked an article closest to them, the versatile saree that doubled up as rug, curtain, cradle etc. and was an inseparable part of their lives. School lessons were printed on the saree, merging the one thing Indian women loved the most, with the one thing that would empower them (education), creating a new concept of 'Saree School'. Campaign Name Visa Saree Brand or Company Visa India Agency BBDO Country India
  • 46. EFFECTIVENESS: NOT-FOR-PROFIT 47 SILVER PHILIPS, WHICH IS GLOBALLY COMMITTED TO FIGHT BREAST CANCER, DECIDED TO COMMUNICATE THE IMPORTANCE OF SELF-EXAMINATION FOR WOMEN THROUGH THEIR HUSBANDS WITH ITS CAMPAIGN HUSBAND INITIATED MOVEMENT (HIM). Men were encouraged to perform a 10-minute chore in the house to allow their wives time for self-examination. The campaign started with a silent film ‘The Silent Couple’ containing the message, which was shown on the company’s YouTube page, and a Microsite calling husbands to email their partners the self-examination kit on the site. Using social media influencers, the message was reached to 3 Million users on Facebook and Twitter. There were 670,000 views for the silent film, and 111,896 visitors to www.HimInitiative.com. The final statistic was 48,769 users actually checking the self-examination tool on the site. Campaign Name Husbands Initiated Movement Brand or Company Philips India Agency OgilvyOne Worldwide Country India
  • 47. EFFECTIVENESS: NOT-FOR-PROFIT 48 BRONZE THE DIRECT MARKETING ASSOCIATION OF INDIA (DMAI)’S ECHO AWARDS, STARTED IN 2012, FETCHED PARTICIPATION FROM DIRECT MARKETING AGENCIES BUT WAS IGNORED BY THE LEADING ADVERTISING AGENCIES. DMAI now wanted to create a niche for itself in the overcrowded awards calendar. Realizing that no agency could say no to its clients, DMAI targeted CMOs of India’s top 500 advertisers, sending them a DM containing a replica of the box that housed the DMAI trophy with two letters, one urging the CMOs to get their work recognized, and the second, addressed by the CMOs to their agency, saying their work had to be entered. Electronic mailers stressed how a brutal jury would make winning difficult. Top agencies ended up participating in the awards in 2014, their numbers 200% higher than a year ago. Entries showed a 200% year-on-year increase, and brand participation was up 150%; 400 senior-level client-side professionals attended. Campaign Name Ignoring an audience to CreatEffect Brand or Company DMAi Awards 2014 Agency OgilvyOne Worldwide Country India
  • 48. EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE 49 GOLD TO GRAB THE ATTENTION OF CONSUMERS EXPOSED TO SUPERIORITY CLAIMS FROM ALL SANITARY NAPKIN BRANDS, P&G DECIDED TO LEVERAGE A RELEVANT LIFE TRUTH TO SHOW THAT WHISPER ULTRA HELPS YOUNG WOMEN TO BE ‘UNSTOPPABLE’ AND GIVE THEIR 100% EVEN DURING THEIR PERIOD DAYS. The campaign was centered on the many traditional beliefs in India about menstruating women—that they should not enter the kitchen or worship room, or touch pickle jars for fear the pickle would rot. The Touch the Pickle campaign was designed to tackle these taboos. The first phase ‘Motivation’ established ‘Touch the Pickle’ as a metaphor for breaking free from period taboos and getting women to speak in the social media about taboos, and whether they agreed or disagreed with them. The ‘Agitation’ phase aimed at busting myths, its video launch showing a young girl breaking taboos with grandmothers in support. Experts talked about why taboos don’t make sense today. The final phase ‘Culmination’ enhanced Whisper Ultra’s role as an enabler. Celebrities pitched in to motivate women; actor Parineeti Chopra dressed in white bottoms to unveil a giant installation of a Whisper pack by tearing away the newspaper wrapping, which was a symbol of the shame factor as napkins are sold wrapped in paper in India. The campaign reached out to 51.2 million women on Facebook and Twitter; there were 1.96 million views on YouTube, while 2.9 million women participated in the movement against period taboos. The movement was covered by Scoopwhoop, Story Pick, Afaqs & Lighthouse Insights. The campaign awareness recorded 73% unaided recall; 55% could associate the campaign with Whisper. It led to 6.1 million worth of earned media coverage, 1.2 billion earned media impressions (PR + Social), and 850+ exposures in the target media list of the target audience. Campaign Name Touch The Pickle Brand or Company Whisper - P&G India Agency BBDO Country India
  • 49. 50 SILVER JOHNSON’S BABY MASSAGE OIL WANTED TO IMPROVE DOCTOR RECOMMENDATIONS THAT HAD STAGNATED AT 54% OVER THE LAST 12 MONTHS FOR THE PREMIUM-PRICED PRODUCT, RESULTING IN LOWER SALES. The brand decided to target 10,000 pediatricians in the country, who were not responding to its existing communication. The solution was a doctor contact program, segmenting doctors according to attitude and behavior, and not demographics. A pilot research on pediatricians’ opinion on massage practice and their beliefs in its benefits was conducted. Doctors fell into four groups—Massage Loyalists, Conditionals, Indifferent and Critics, and were targeted with differentiated communication. The result was a 93% growth in Johnson’s Baby Oil recommendations, a 26% growth in doctors recommending massage as a regimen for baby care, and sales increase of 14%. A positive disposition towards massage across doctor categories was observed. The company now also has a goldmine of data about 10,000 doctors. PHILIPS, WHICH IS GLOBALLY COMMITTED TO FIGHT BREAST CANCER, DECIDED TO COMMUNICATE THE IMPORTANCE OF SELF-EXAMINATION FOR WOMEN THROUGH THEIR HUSBANDS WITH ITS CAMPAIGN HUSBAND INITIATED MOVEMENT (HIM). Men were encouraged to perform a 10-minute chore in the house to allow their wives time for self-examination. The campaign started with a silent film ‘The Silent Couple’ containing the message, which was shown on the company’s YouTube page, and a Microsite calling husbands to email their partners the self-examination kit on the site. Using social media influencers, the message was reached to 3 Million users on Facebook and Twitter. There were 670,000 views for the silent film, and 111,896 visitors to www.HimInitiative.com. The final statistic was 48,769 users actually checking the self-examination tool on the site. Campaign Name Different Strokes - The Magic of Touch Brand or Company Johnson's Baby Agency FCB Ulka Country India Campaign Name Husbands Initiated Movement Brand or Company Philips India Agency OgilvyOne Worldwide Country India EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE WINNER SILVER WINNER SILVER WINNER SILVER
  • 50. 51 LEADER Campaign Name: Pantene Praise | Brand or Company: Pantene | Agency: Wunderman International Country: China EFFECTIVENESS: PHARMACEUTICAL/HEALTHCARE PANTENE WANTED TO REACH OUT TO YOUNG WOMEN IN CHINA WHO THOUGHT PANTENE WAS THEIR MOTHER’S BRAND AND PREFERRED TRENDY HAIR CARE PRODUCTS THAT DID NOT NECESSARILY PROVIDE THE BEST RESULTS. Its campaign, The Pantene Praise Project, invited everyone to support women for making their own life choices by sending messages of encouragement from their mobiles across social networks. There, people’s thumbprints were transformed into beautifully illustrated digital cards that were sent to women on these networks as a mark of admiration for their uniqueness. It was a subtle approach that showed Pantene was on the side of progressiveness while not offending traditional values. On Wechat, China’s popular mobile platform, it became a co-created social movement, underscoring how Pantene truly understood modern women in China. The campaign generated over 28 million engagements. Campaign Name: Constipasana | Brand or Company: Abbott India Limited | Agency: Direct Entry | Country: India ABBOT INDIA WANTED TO COUNTER THE LACK OF SERIOUSNESS AMONG PATIENTS AND DOCTORS ABOUT CONSTIPATION AND THE GENERAL PUBLIC SHYNESS IN DISCUSSING IT, REALIZING THAT THIS HAD LED TO STAGNANCY IN THE LAXATIVE MARKET. SURVEYS SHOWED 60% OF THE CHRONICALLY CONSTIPATED PREFERRED HOME REMEDIES. Researching the data on use of the Western commode versus the Indian way of squatting, Abbot came up with a posture Constipasana, an asana to ease constipation. Its 400-strong field force was trained in the concept, which was taken to 45,000 doctors. Finally more than 670,000 people had been reached, more than 10% of the constipated adult population in India. The campaign saw the company’s laxative brand Cremaffin registering one of the highest month-on-month growth numbers in June 2015, at 24 %. In the same month, it climbed the IPM ranks, from position 142 the previous year to 121.
  • 51. EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION 52 GOLD THE APPETITE FOR ONLINE HAIR CARE CONTENT WAS HUGE IN THE PHILIPPINES, AND UNILEVER WANTED TO SEIZE THIS OPPORTUNITY FOR ITS WIDE PORTFOLIO OF HAIR BRANDS. ‘ALL THINGS HAIR’ WAS LAUNCHED AS THE FIRST-EVER LOCAL ONLINE CHANNEL FOR HAIR SOLUTIONS AND INSPIRATIONS. Unilever partnered with Google and YouTube to craft videos based on Filipinas’ top search themes on hair. Key influencers like celebrities and world-renowned video bloggers were made the faces of ‘All Things Hair’, taking customers through 30 pieces of hair content and recommending Unilever products for each style. Choice of keywords and descriptions optimized the channel for search engines, and videos were distributed implementing best practices in paid search, YouTube video advertising and influencer activation. Any product showcased in the channel could be bought directly through an integrated e-commerce system in partnership with online shopping mall Lazada. Women were not just recommended a product but shown a convenient way to achieve the hair solution they were looking for. The results were an improvement of 140bps in sales, and a 140bps improvement in sales revenue against the previous year. Since the launch of the channel, 66% of hair-related Google searches led to the most relevant ‘All Things Hair’ tutorial, generating 13 million video views. The videos gained a 47% average retention rate, which was higher than the industry average of 20%. YouTube subscribers numbered 15,000 and the channel is the biggest hair brand in the Philippines. In the social media there was huge feedback, with women talking about their most-wanted hairstyles from their favorite video bloggers. Millward Brown’s digital study showed that the ‘All Things Hair’ content was 4x more enjoyable and 3x more appealing than traditional branded advertising. Viewers were also 3x more likely to purchase a Unilever product after watching it. Campaign Name All Things Hair Brand or Company Unilever Agency OgilvyOne Worldwide Country Philippines
  • 52. EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION 53 GOLD FACING STAGNANT SALES VOLUMES FOR ITS SALTED BISCUIT MONACO IN A MARKET WHERE THE SHARE OF SALTED CRACKERS ITSELF WAS DIMINISHING, PARLE WANTED TO INCREASE DEMAND FOR THIS PRODUCT WITHOUT COMPROMISING ON THE BRAND’S QUALITY OR PROFITABILITY. THIS WAS IN A SCENARIO OF RISING INPUT COSTS AND VERY AGGRESSIVE COMPETITION THAT WAS PLAYING THE MARKET ON A COST-PER-GRAM BASIS, RULING OUT ANY INCREASE IN PRODUCT PRICE. THE ENTIRE EXERCISE TO INCREASE DEMAND FOR MONACO HAD TO BE DONE ON A SLIM MARKETING BUDGET OF RS. 60 MILLION. Parle wanted a perceptual shift in the way its brand was viewed. Research had shown that Monaco was mostly viewed as a tea-time snack for adults and as topping for the rare occasion. Parle’s campaign consisted of nine TV spots of an impossibly short duration of just 5 seconds each. The spotspresented several snacking occasions for different age groups for the product, creating more usage situations for the brand in India. The occasions included Tea Time,Travel Time, Party Time, Kids Play Time, TV Time, Outing Time, Waiting Time and Lunch Box Time (kids).The spots aimed to make consumers see Monaco as an ‘any-time’ SNACK catering to the Indian penchant for frequent rounds of namkeen’ through the day, rather than as just Monaco the ‘tea-time’ BISCUIT. The high frequency ad plan, where viewers get exposed to multiple TV spots, created brandimpressions that promoted Monaco consumption outside the home and tea-time environment. Campaign Name Parle Monaco Brand or Company Parle Agency Everest Y&R Country India 0154 The campaign was strategically designed to create inorganic growth by roping in new consumers while not alienating the existing ones. The unusual duration of the ads, after the lavish 2-minute spots of other brands, created an instant impact among consumers as well as immense curiosity in the media. The message, which maximized CPRP, delivered a 7% per cent growth in sales,month-on-month improvement in consumption, a campaign reach/impressions increase of 300 %, higher brand recall levels, (spontaneous brand recall among TG rising 50%), and generated 30,000 sq. columns of unpaid media on account of the intriguing 5-second spots. Market share rose to 32% from 30% and sales stood at Rs. 2 billion, against the targeted Rs. 1.5 billion, the highest brand growth for Monaco since 1939. What was more, the campaign sent the entire salted cracker market in India into an upswing.
  • 53. 54 SILVER WHEN PEPSI RETURNED TO THAILAND AFTER ITS PRODUCTS TEMPORARILY DISAPPEARED FROM THE SHELVES IN 2013 WHEN IT CHANGED ITS MANUFACTURER, IT HAD LOST ITS TOP POSITION IN THE MARKET, WHAT WITH ITS NEW PET BOTTLE VERSION. To regain its sales and market position without the classic glass bottle, it created experiential and crowd source activities, working around Thai people’s love for eating in company. Tying up with Wongnai.com, Thailand’s top food recommendation website, a campaign Pepsi DishCovery was created. A massive food event, offer of over a 100 menus across Bangkok on the website’s specially created content section Wongnai.com/pepsidishcovery, and sharing of pictures on Instagram and Facebook were part of the campaign. More than 4000 picture stories were created, Pepsi’s association with food increased by 6 points, 100% of event participants linked Pepsi with food, and sales grew by 45 per cent over the same period a year ago. DOVE WANTED TO INCREASE SALES BY 10% WITHOUT SHEDDING ITS PREMIUM PRICING. THIS WAS TO COUNTER A 9% YEAR-TO-DATE SALES DROP, AS MANY MUCH CHEAPER BRANDS PUSHED THE DOVE PROPOSITION OF ‘SOFTER, SMOOTHER SKIN’ AT A MUCH LESSER PRICE. With the ultimate go-to beauty solution for Indian women being parlor treatment, Dove strategically positioned itself as the soap that gave a ‘parlor-like glow.’ Rather than an expensive soap, it was now an inexpensive parlor! A Mystery Beauty Experiment was filmed on video capturing six real women who were whisked away to a spa-like setting and asked to name the mystery product they were treated with. They were astonished that only Dove had been used. The experiment was hosted on a Dove microsite and on YouTube; conversations were fueled on blogs and Twitter. The strategy brought audience engagement of 18,621 hours, while sales exceeded target, rising 12% year-to-date. Campaign Name Pepsi DishCovery Brand or Company Pepsi-Cola Agency mInteraction/Mindshare Country Thailand Campaign Name How Dove repositioned itself Brand or Company Dove Agency OgilvyOne Worldwide Country India EFFECTIVENESS: PRODUCT MANUFACTURING AND DISTRIBUTION
  • 54. 55 SILVER HCL TECHNOLOGIES WANTED ITS TRADITIONAL WEBSITE TO BECOME A DRIVER FOR SALES LEAD GENERATION. It was rehauled to provide a personalized experience to visitors, including tools to identify and capture the digital touchpoints of the B2B buyer, implementing social sign-in autofilling of forms to decrease bounce rates, and integrating its ‘contact us’ form with the salesforce CRM. HCL also partnered with LinkedIn for an application using LinkedIn APIs to generate unique contracts. Within a year, the website had generated a lead funnel worth US 1 billion, while page views and users rose 10 per cent and 51 per cent, respectively. It had the top position in content marketing score in the European Union region for the Large Enterprise BDM audience, and had more than 200 of the G2000 companies using its LinkedIn-partnered application within a month of its launch. GODREJ INTERIO HAD RECENTLY BEEN AWARDED AN INDIAN GOVERNMENT ‘RATE CONTRACT’ THAT ALLOWED STATE-OWNED COMPANIES TO PLACE ORDERS WITH IT FOR A PERIOD OF 12 MONTHS. The brand wanted to stimulate inquiries to a central call number from the public sector companies, where the bureaucracy could be quite lackadaisical. A simple, flat, non-personalized DM with high quality paper and elegant design, which stood out from the normal government correspondence, was sent to the Head of Purchase at these companies. The headline was as direct as it could possibly be, and the rest of the DM showed the entire range of products with a noticeable call to action. The campaign brought 660 inquiries (a 9.4% response), and the DM activity alone produced sales of Rs 380 million. The cost of the campaign was a mere Rs. 1.8 million and resulted in a very positive ROI. Campaign Name HCL website redesign Brand or Company HCL Technologies Agency Innoraft Country India Campaign Name Overcoming Govt. Buyers Inertia Brand or Company Godrej Interio Agency Select Direct Marketing Communications Pvt. Ltd. Country India EFFECTIVENESS: PROFESSIONAL SERVICES WINNER BRONZE FINALIST
  • 55. EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 56 GOLD THE MAKERS OF QUEEN WANTED TO CREATE A DEEP INVOLVEMENT AMONG THEIR POTENTIAL AUDIENCE WITH THE MANY DISTINCTIVE SITUATIONS IN THE FILM BY PRESENTING THEM AS RELATABLE TO THEIR OWN LIVES. The film is about a girl who determinedly goes off alone on her foreign ‘honeymoon’ after her wedding is called off at the eleventh hour. The social media strategy was designed after researching the psyche of the target group, and was rolled out in three phases around the themes of ‘Love Story Gone Wrong’, ‘Finding the good in Goodbye’ and ‘I am in a Long-Standing Relationship with Fun and Freedom’. Apps, memes and contests delivered through the social media consisted of games like suggesting ‘single honeymoon’ tips to Rani, a selfie contest to get a makeover by hairdresser Javed Habib, and a ‘phoren name generator’ to find one’s foreign name, the way Rani became ‘Queen’ in the film. Her ‘India is Best’ instinct was emphasized in the digital campaign, and there was a ‘shaadi ka shagun’ application mimicking the eponymous tradition, asking the TG to gift money (here virtual) to Rani. The campaign pitched the idea that a girl-next-door kind of woman, when left to fend for herself, can have a blast in much the same way a man can, and grow strong and resilient in the process. The audience was urged on by the campaign to cry with her, laugh with her, and keep cheering Rani through her process of self-discovery. The success of a film like Queen, with a woman in the lead, could be significantly attributed to the digital campaign. It generated 631,280 lifetime total likes on Facebook, 22,08,054 official trailer reviews, and was third on Google Trends. Nearly 4000 PR articles were generated. Campaign Name Queen The Film Brand or Company Viacom 18 Motion Pictures Agency Everymedia Technologies Pvt. Ltd. Country India
  • 56. EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 57 GOLD SONY SIX, WHICH HAD ACQUIRED THERIGHTS TO TELECAST NBA MATCHES IN INDIA, WAS NOW FACED WITH THE QUESTION OF HOW TO INCREASE TRPS FOR THE LIVE GAMES THAT COULD BE VIEWED ONLY IN THE WEE HOURS OF THE DAY IN INDIA, OWING TO THE TIME DIFFERENCE BETWEEN THE US AND HERE. Its objective was to increase viewership for Sports Not on Standard Time. Targeting smartphone addicts, who were very active users of social media, games and video, and who were also in the habit of setting up birthday reminders, etc., the channel decided to use reminders as the key to tackle its challenge. A multi-pronged media-reminder strategy was designed. A banner was designed, which when clicked would send reminders to users’ mobile phones for any specific game they chose to view. The banner was displayed on some specific websites, and a reminder would directly land on users’ mobile phones. The reminders were designed to go off at regular intervals, starting a little before the start of the match itself. Users would get notification reminders too of their favorite matches. They could choose matches depending on their favorite players, the match combination they preferred or just the match level (semi-finals, finals, etc.). Calendar notifications and alarms would rouse the viewer in time for the matches. Users could even choose the manner in which they Campaign Name NBA - Click to Calendar Brand or Company Sony SIX Agency WATConsult Country India FINALIST could be notified reminders on the mobile, email reminders, and so on. A judicious target of websites chosen for the banner enabled Sony SIX to get the best Return on Investment for the campaign. The campaign ran for a period of three months. The automatic set up of calendar reminders turned out to be very easy for viewers to use. Sony SIX received 21,396,949 mobile impressions, which led to a whopping 189,556 reminders being set.During the period of the campaign, there was a 70 % increase in TRPs, clear evidence of the primary objective of the campaign having been met.
  • 57. 58 SILVER NADIADWALA GRANDS ON WANTED TO CREATE A BUZZ AROUND THEIR FILM HEROPANTI BY GETTING POTENTIAL PATRONS TO KNOW ITS DEBUTING PROTAGONISTS AND BY GIVING THEM EARLY, TANTALIZING PEAKS AT THE FILM THROUGH THE DIGITAL MEDIA. Their campaign included a Facebook app allowing fans to ask questions of the actors, an exclusive online view of the trailer for registered fans a few minutes before it went live, exclusive snippets from the film’s lead song, creation of memes centred on actor Tiger Shroff, and a Twitter contest on the subject of a song number. An interactive video ‘Learn Heropanti with Tiger Shroff’, where the young actor teaches four of his signature dance moves and demonstrates stunts, fetched 70,000 views. By the end of the campaign, Heropanti had 1,503,489 Facebook fans, 6744 Twitter followers and 43,041 YouTube subscriptions. SONY SIX, WHICH HAD ACQUIRED RIGHTS FOR FAST-PACED INTERNATIONAL CHAMPIONSHIPS LIKE NBA AND UFC, WANTED HIGHER TRPS FOR THESE TELECASTS THAT HAPPENED IN THE WEE HOURS OF THE MORNING IN INDIA.LIVE MATCHES WERE AIRED AT TIMINGS SUCH AS 5.30 AM IN INDIA. Finding that most of its active fans were on Facebook, Sony realized that the biggest challenge was how to make sure fans were reached every time their favorite game was playing. It designed a reminder App called Active Mornings on Six, and hosted it on the official Sony SIX Facebook page, which already had a large pool of sports enthusiasts. The App offered a huge range of options to choose from game-wise, team-wise, match-wise, etc. - as well as several modes of notification to rouse fans from sleep. Fans could choose the unique phone call service, which would make three reminder calls to users at spaced-out intervals starting 30 minutes before their chosen event, or opt to be alerted through Facebook, Twitter or e-mail notifications. Over 4,000 have subscribed to the App, and the community of early birds has been growing stronger every season, improving the channel’s TRPs. It also ended up creating a community of sports lovers who woke up early for marquee international matches, and created a positive image for the brand. Campaign Name Heropanti Digital Movie Marketing Brand or Company Nadiadwala Grandson Entertainment Pvt. Ltd. Agency Everymedia Technologies Pvt. Ltd. Country India Campaign Name Active Mornings On SIX Brand or Company Sony SIX Agency WATConsult Country India EFFECTIVENESS: PUBLISHING/ENTERTAINMENT 0237
  • 58. 59 LEADER Campaign Name: Mary Kom Movie Brand or Company: Viacom 18 Motion Pictures Agency: Everymedia Technologies Pvt. Ltd. Country: India EFFECTIVENESS: PUBLISHING/ENTERTAINMENT VIACOM 18 WANTED TO PUBLICIZE THEIR MOVIE ABOUT THE LIFE AND LEGACY OF MARY KOM WHO, BEING FROM THE NOT-SO-GLAMOROUS SPORT OF BOXING, WAS A WORLD CHAMPION NOT WIDELY RECOGNIZED IN THE COUNTRY. Their campaign extensively used the social media, a trailer on YouTube receiving 5.6 million views, and a dedicated tab on Facebook getting 300,000 followers. A ‘Twitter Bout’ of virtual boxing was a runaway hit, and an online crusade fetched the film entertainment tax exemption in many states. A website contest How iddi are you’, tested fans against Kom’s level of tenacity, and 111,000 people took another questionnaire ‘Are you a fighterora Quitter ’Actor Priyanka Chopra’s aggressive training program for the role was also widely publicized. Ultimately, the movie grossed Rs. 640 million in domestic sales, and over Rs. 1 billion worldwide. Campaign Name: Star Sports Pro Kabbadi Brand or Company: Star Sports Agency: Blink Digital Country: India Campaign Name: How to market a newspaper without marketing it. Brand or Company: Dainik Bhaskar Group Agency: Metal Communications Country: India TO PROMOTE KABADDI AS THE SECOND MOST-FOLLOWED SPORT IN INDIA AFTER CRICKET, STAR SPORTS’ CAMPAIGN FOR ITS PRO KABADDI LEAGUE (PKL) MATCHES HAD TO RESONATE BOTH WITH RURAL LADS WHO PLAYED THE GAME BUT HAD NEVER SEEN IT IN THE MEDIA SPOTLIGHT, AS WELL AS WITH THE REST OF INDIA WHO WERE UNFAMILIAR WITH IT. The JeetegaWahi ‘Perseverance Pays’ campaign epitomized the essence of the sport, while conveying its deep-rootedness in the everyday lives of the audience. PKL hashtags#JeetegaWahi and #ProKabadditrended on Twitter and Facebook, even 24 hours after the finals. A post on Kabaddi’s history brought 50,000 tweets. The 2.3 billion impressions and 200,000 social media conversations that resulted, translated into 22 million viewers for the first match, ten times the FIFA World Cup opening match viewership, and 86 million for the finals, making for a 300 % viewership growth in 45 days. DIVYA MARATHI WANTED TO EXHIBIT THE MARKET POTENTIAL OF THE REGIONS IN THE STATE OF MAHARASHTRA WHERE ITS BRAND ENJOYED STRONG SALES. This would help it command an increase in rates for the audience delivery it ensured in this high-potential region. It even coined a term ‘Central Maharashtra’ to describe the geography of its footprint, and emphasized the importance of that market, and Divya Marathi’s own importance in any media plan for the region, through a high-octane direct marketing campaign reaching out to 100 key marketers. The campaign resulted in a revenue increase of 17 per cent for the September-December period in 2014, 66 new clients and a yield increase of 10% for the Marathi newspaper. FINALIST FINALIST
  • 59. EFFECTIVENESS: RETAIL AND DIRECT SALES 60 GOLD TESCO LOTUS WAS CAUGHT IN THE TWIN GRIP OF HUGE ADVERTISING SPENDS BY ITS COMPETITOR BIG C, THE LOCAL RETAIL BRAND IN THAILAND, AND CUSTOMER PERCEPTION THAT IT HAD TO BE A MORE EXPENSIVE OUTLET SINCE IT WAS AN INTERNATIONAL NAME, EVEN THOUGH ITS GOODS WERE ACTUALLY CHEAPER. To plant itself in the good/cheap price position, Tesco Lotus decided to launch a price campaign aimed mostly at Thai homemakers, for whom a big talking point among their network of friends is to find out who gets the cheaper goods. The campaign roped in a well-known comedian to conduct a TV-like reality programme, with on-ground activation across prime residential localities in Bangkok.The comedian would challenge the target audience homemakers as well as street food sellers to compare grocery prices and make a price bet as to whether or not their recently bought item was cheaper than the equivalent at the nearest Tesco Lotus store. All the challenges were recorded, edited into video content and run across Tesco Lotus’s digital assets. At the end of each video, a wrap-up key message, ‘Tesco Lotus, where you can meet the cheapest price’ was displayed. Customers were surprised that Tesco Lotus was indeed the cheapest store for many grocery items. The videos received over 100,000 views within three days of launch, and the campaign gained millions of viewers. Most importantly, Tesco Lotus managed to boost it sales volume from the grocery products and brands specifically shown in the clips by a whopping 559% during the campaign period. Campaign Name Tesco Lotus : Price Campaign Brand or Company Tesco Lotus Agency mInteraction/Mindshare Country Thailand
  • 60. 61 SILVER VERO MODA WANTED TO SHOWCASE ITS PREMIUM COLLECTION DESIGNED BY KARAN JOHAR. A celebrity from Bollywood designing for an international brand was itself a surprise. A device-compatible, visual-filled Microsite was designed, keeping in mind the fashionista who loves to experiment blending Bollywood with high-end style. First, a series of distorted images were communicated, each piece of the poster-puzzle revealed as a countdown to launch-day. Exclusive previews and testimonials from fashion bloggers and leading glamour magazines followed. Customers could also pre-order from the collection on the Microsite before it hit the stores. There were more than 1500 unique visitors on the day of the launch that was covered live, getting over 300 interactions on Twitter and over 2000 followers on Instagram in four hours. TATA VALUE HOMES, FACING SLUGGISH SALES FOR ITS BUDGET PROPERTIES LOCATED IN THE OUTSKIRTS OF MUMBAI, PUNE, BENGALURU AND AHMEDABAD, SET ITSELF THE DAUNTING TASK OF SELLING 100+ HOMES ONLINE DURING THE FESTIVE SEASON OF DIWALI. It was difficult, considering the competition and the traditional style of buying homes in India. The brand struck upon the idea of One Nation One Price, offering a single rate across all its properties. A pre-booking session during the launch phase led to the sustenance phase where online bookings could be made with just Rs. 30,000. A steady growth in leads resulted. In the final phase, urgency was created among the audience for getting the sale through. Gmail sponsored promotions were tried for the first time, and dynamic ads showed units as well as hours left to book flats. The campaign brought 30000 leads, 305 sales (far above target), and Rs.122 crore in revenue. Campaign Name Vero Moda Marquee Brand or Company Bestseller Group Agency WATConsult Country India Campaign Name One Nation One Price Brand or Company Tata Value Homes Agency FCB Ulka Country India EFFECTIVENESS: RETAIL AND DIRECT SALES FINALIST