Mindshare tým 1 (CYBER) Lucie Koulová Petr Tichý

1. 1. SUMMARY
In past, when you needed a
customer support for
Shutterstock, you had to
contact call centre abroad.
With “India calling!“ campaign
we want to show people funny
situations and English
mistranslation which can
happen in call centre, on both
sides of line, to make them see
the contrast - how easy a life
can be now thanks to Isifa and
Shutterstock partnership with a
local personalized contact who
understand their needs,
language and country
specificities.
SUMMARY PICTURE
INTEGRATED SOCIAL MEDIA
CAMPAIGN SUMMARY
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
India calling! concept (named
in honor of the famous sitcom
Mumbai calling set in call centre
in India) is based on English
mistranslations, funny
situations and specific Indian
English - Hinglish - phrases you
can hear from call centre
workers.
People on social medias are
looking for fun. We want to
make people laugh and show in
a funny and sarcastic way what
“precious“ moments people lose
now when Shutterstock have
local partner Isifa and there is a
local contact with whom they
can communicate in Czech.
WHAT IS YOUR SOLUTION?
Short videos with call centre
workers Rahul, Deepak and Raj
are the backbone of the
campaign. They show the most
common and hilarious
situations that can happen
while reaching an Indian call
centre.
Every video finishes with a line
“Why so complicated? Better
call Tonda, your Czech
account“ – written in Czech.
To promote the concept we
use 3 biggest social networks
in the Czech Republic.
HOW DOES IT WORK?
There has never been a local
contact for CZ and SK
Shutterstock customers. You
could only reach call centre.
If you very lucky, you
reached one of many
anonymous callers, if not,
you heart a voice message
“All circuits are busy at the
moment. Please try again
later.“
There was a language and
cultural barrier, plus no
personal contact.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK TWITTERYOUTUBE
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4. 4. FACEBOOK
Facebook application with multiple short
videos shows funny situation in Indian call
centre.
Every video finishes with a claim “Why so
complicated/annoying/Indian? Better call
Tonda, your Czech account“
“Choose the most hilarious or annoying
situation“ and “Add our favorite
Czenglish/Hinglish phrase“ let people
interact.
Videos are promoted in News Feed and
lead people to Facebook page with app.
Shutterstock users and look-a-like
audience who search for pictures to use in
commercials or promo materials are the
people who we target.
For better authenticity click to listen to
this song.
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“ What is
your good
name?“
“I spik
Inglish“
“ You are
22nd in the
order…“
“ I will
connect you
only. Wait a
second only“
[You-will-be-connected-
soon Bollywood sound]

5. 5. YOUTUBE
Youtube trueview videos have
the same Indian English
content we present on
Facebook and they build brand
awareness thanks to story
telling.
We use interest targeting and
remarketing and negative
retargeting to catch the right
audience.
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“Deepak, here only. I am listening to you only.“
“Jo, Standa, here. Jasně, licenci needed“
Why so complicated?
Better call Tonda, your Czech account.

6. 6. TWITTER
Twitter posts follow the language
barrier idea and mistranslation.
People looking for pictures post
their requests in Czech (ex. párek
milenců) on Twitter account “India
answering!“ where Indian man
send them back funny pictures
based on mistranslation of their
request.
After 2 weeks we post a message
“Didn´t you get what you needed?
Better call Tonda, your Czech
account“ and the real identity is
unveiled – Shutterstock has a new
local partner Isifa.
We then use @isifaCZ and
#shutterstockCZ to show their
cooperation.
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Were you looking for “párek milenců“?
#sausage #lovers

7. YL2015_cyber_12 7
7. SUMMARY PICTURE
Why so complicated?
Better call Tonda, your Czech account.