The winning campaigns, how we got there and how these marketers won over one of the toughest juries of any marketing and advertising competition in the world. – by DELSHAD IRANI & PRIYANKA NAIR
BRAND EXPERIENCE & ACTIVATION
HINDUSTAN UNILEVER owned Lux collaborated with the Indian Cancer Society (ICS) to introduce ‘The Soap with a Lump’ by setting up screening camps in Maharashtra. At the core of the campaign created by the brand and its agency partner Wunderman Thompson was the product itself. The iconic soap bar was redesigned with a prominent lump, in an initiative to help detect breast cancer in early stages by encouraging women to check for lumps in the shower.
INNOVATION OF THE YEAR
Samsung India created Good Vibes, a two-way communication app for the deafblind – those afflicted by both visual and hearing disabilities. Developed in India, the app allows the deafblind to send and receive haptic tap and vibration messages through their smartphones by translating Morse Code dots and dashes input into text or voice, and vice versa. Within three months of the app launch, over 20,812 people and their caregivers installed and started using the app. Samsung and its agency Cheil also launched a film ‘Caring For The Impossible’ around its Good Vibes app.
DIGITAL MARKETING CAMPAIGN & MOBILE MARKETING CAMPAIGN
Cadbury Dairy Milk’s goal was to reinvigorate its connection with younger consumers using an important cause in a “non-preachy” way. The brand and its agency partner Ogilvy launched the campaign ‘Drowning Hate with Hearts’ to address the issue of cyberbullying and make social media a friendly and open world again, especially for young people. The ‘Purple Heart Movement’ as it was called was designed for digital. The campaign videos created a chain reaction on social media in a single day. It triggered 57 million views with a 38% view-through rate; higher than the benchmark of 30%.
To trump TV and become the preferred screen for IPL 2019, Hotstar introduced the ‘Watch Play Chat’ feature which made cricket viewing an active experience. The main focus of the ‘Koi Yaar Nahin Far’ campaign was to communicate the feature in a way that it increases platform user base and watch time. Conceptualised by DDB Mudra Group, one of the campaign’s films featured regular “superheroes”, which was timed well given the buzz around Marvel’s Avengers film series coming to an end.
SPOTIFY, A LATE ENTRANT in the music streaming space, and its agency Leo Burnett India, launched a hyper contextual and personalised campaign ‘There’s a Playlist for that’. The campaign helped the brand significantly increase its users in a short time. Using geo-targeted social media listening, every target city’s chaotic hotspots and its trending topics were identified. Then, using sentiment analysis, a single mood for every location was categorised. Spotify advocated 3 billion playlists and put 1153 context sensitive messages on billboards.
SaffolaLife is a not-for-profit initiative by Marico focused on driving awareness about heart-health. On World Heart Day, the brand along with its agency partners Mullen Lintas and Madison Media released a print ad with various lifestyle habits and prompted readers to poke holes on the lifestyle habits they can relate to. On the flip side of the page, the brand’s message read: “This is how your heart feels”. A heart full of holes. The communication also urged readers to take the ‘Heart Ka Exam’ on saffolalife.com. The brand garnered a reach of 2.5 million through the campaign. And 57,000 people took the Heart Ka Exam on SaffolaLife.
INTEGRATED MARKETING CAMPAIGN
Discovery needed to redefine the infotainment category with an association that appeals across classes. The episode of ‘Man Vs. Wild’ with Bear Grylls and India’s Prime Minister Narendra Modi provided an epic opportunity to leverage. The strategic communication challenge was to drive mass viewership on a niche network that could rival the viewership of the top Hindi GEC channels. The 360-degree marketing campaign with high-decibel print, TV, outdoor and DTH legs, led to a growth of more than 5000% in viewership of the premiere time slot.
Resource :- BRAND EQUITY – THE ECONOMIC TIMES