Emvies 2009 case studies: Day one

A total of 25 Emvies case studies were presented in front of a packed auditorium in the first of the two-day long case study presentations. The remaining 34 will be presented on Monday, 17 August. These entries are all competing for the title of ‘Best Case Study Presentation’ to be awarded at the EMVIES awards night on Friday.
 
The judges present for the occasion included L V Krishnan, CEO, TAM Media Research; Govind Shrikhande, CEO, Shoppers’ Stop; Suparna Mitra, global marketing head, Titan; Ranju Mohan, VP sales and marketing, Henkel; Maitri Kumar, head-marketing, HSBC and Kavita Nair, AVP, Vodafone.
 
The presentations were across six categories.

Best Media Innovation - Print:
 
Aircel – World of possibilities
Agency: Starcom Mediavest group
The idea: Changing the masthead of The Times of India, to ‘Move On India’ in line with Aircel’s baseline of ‘It’s time to move on’ helped Aircel gain market share over its nearest competitor Airtel.

Zee Tamil – Wake up to Tamil
Agency: Mediaedge:cia
The idea: Chennai has the Sun Network’s clout at every corner, making it a challenge to promote any competitor. So prior to its launch, Zee Tamil used the front page of Chennai’s most popular English daily The Hindu, turning its front page edit into Tamil, and the Zee logo slashed across the page like The Mask of Zorro. The inside pages were used to advertise Zee Tamil’s programmes.

Surf – Playground is a classroom without walls
Agency: Mindshare
The idea: For 21 days, a dedicated page in the five major editions of The Times of India, with an accompanying edit piece describing kids getting dirty in the mud, letting their creativity loose. This was organized by Surf Excel, to promote their ‘Daag acche hain’ proposition.
 
Tanishq – Magic mirror
Agency: Maxus
The idea: Pasting a mirror on the front page of Femina. Below the mirror, is an ad of a Tanishq necklace. So a Femina reader who looks at that mirror can see how the necklace would look on her.

Tata Nano – How we said it uncommonly
Agency: Lodestar Universal
The big idea: R K Laxman’s ‘common man’ cartoon strip in The Times of India has rarely ever featured a brand. But on the day of the much-awaited small car launch, Laxman’s 32 sq cm cartoon echoed the common man’s aspirations about the Tata Nano with a simple sketch.

Best Media Innovation: Direct Marketing
 
Times OOH – You are in the news
The big idea: Releasing ads depicting personalized mastheads of the Times of India customized with names of senior media professionals (Sam Balsara, Tanya Dubhash et al.), followed by a panoramic view of the newly renovated airport at Mumbai, encouraging them to use advertising opportunities targeted at air travelers.
 
Park Avenue shirts – Iron Man
Agency: Mudra Max
The idea: The male ego is hurt when somebody points out to them that their shirt is crumpled. In this campaign, the dhobi/the iron man was roped in to insert Park Avenue coupons inside shirt collars. When the user receives his shirts from the dhobi, he finds those coupons, asking him to buy himself a new shirt.
 
Amul - Ice Cream Khao Star Plus Pe Aao
Agency: Lodestar Universal
The idea: Ice cream sales make a nose dive in winter. The agency decided to use the pack of Amul Ice-cream to draw a connect with the grand finale of Amul Voice of India, a talent-hunt show it has been sponsoring over several seasons.

Best Media Innovation – Ambient media/OOH
 
Park Avenue shirts – Iron Man
Agency: Mudra Radar
The idea: All the dhobis within a 3 km radius of Park Avenue showrooms were mapped and they were given Park Avenue coupons that were then inserted into shirt collars, inviting customers to make a purchase.
 
Tata Nano – Nano ya na Maano
Agency: Lodestar Universal
The idea: About three crore Amul butter packs featured the cartoon of the Amul butter girl interacting with the Tata Nano.
 
Hindustan Times – Opinion poll
Agency: Mudra Max
The idea: Use of metal detectors at stations on the Delhi metro, to gauge people’s opinion on issues. So for a question ‘Should India continue playing cricket with Pakistan?’ that was posted on top of the metal detector, passengers could walk through one door which said ‘Yes’ or the other door which said ‘No’.

Best Media Innovation: Digital
 
STAR World – Matt the mind reader
Agency: Mindshare
The idea: Users would enter details of their friends on www.heroesmindreader.com. Matt, the mind-reader who is a character of the STAR World show Heroes, would land up in people’s inboxes as a viral, and correctly predict their name, phone number, occupation and other details.
 
Idea– Idea Mobile Roadie Challenge
Agency: Tribal DDB
The idea: MTV’s reality show Roadies launched an online motorcycle game at www.ideastrikeback.com Idea Cellular users who register, compete in the game and inevitably lose every time. And as soon as they do, they get a call on their cell-phone from MTV’s Raghu asking them to buy the Roadie Mobile pack.
 
Lux - Lux Provocateur
Agency: Mindshare
The idea: Getting women online users to don mysterious, sensuous avatars on the chat applications. The purpose: to make women lose their shyness and flirt away when they’re online. The site www.magicofblack.com was a key component of the campaign.
 
Axe – 11/11 the day that almost all Indians gasped with chocolate on internet screens
Agency: Mindshare
The idea: 24-hour long road-block on all the major internet portals, with the Axe chocolate boy crawling across screens, allowing users to visit the website www.axeffect.com and order specially made chocolates.

Best Media Innovation – cinema
 
Tata Sumo Victa – India’s first lyricode
Agency: Maxus
The idea: Using ‘Victa’ in the lyrics of a popular Bhojpuri song repetitively, apart from multiple brand placements of Victa in the film, allowing the brand to use cinema effectively in the media-dark areas of Uttar Pradesh, Bihar and others where plain vanilla advertising on TV and print doesn’t work.
 
Reebok – Reebok Just Did It
Agency: Maxus
The idea: Keeping Reebok as a key branding component of Victory, a film about cricket featuring some of the top international cricketers. The brand got about 25 minutes of presence in the entire duration of the film.
 
Asian Paints – Kidsworld
Agency: Mates Madison
The idea: Using an Asian Paints Kidsworld canvas in the film Bhoothnath and a co-branded TVC with a call-to-action number, it allowed parents to order the product directly for their homes.
 
Asian Paints – Multiplex activation for Bhoothnath
Agency: P9 Integrated
The idea: The foyer of multiplexes screening Bhoothnath was turned into a playground of canvasses that allowed kids to paint on special glow-walls by Asian Paints. The method was used to generate leads, and also give away masks from the characters of the film.
 
Sonata – Carpet bombing with cinema
Agency: Maxus
The idea: A TVC went on air about Dhoni starring in a blockbuster hitting theatres featuring the latest Sonata collection. At single screens, Sonata ads were put up resembling movie posters.
 
Maybelline – Priyanka Chopra extreme Dostana
Agency: Mates Madison
The idea: Using Priyanka Chopra’s character in the film Dostana, to target girls who aspire to be like her, through ground activations.
 
Sunsilk – Sunsilk Styles Bollywood
Agency: Mindshare
The idea: Using Priyanka Chopra’s association with Sunsilk in the film Fashion, through events and multiplex activations.

Best Media Innovations – Events
 
Virgin Mobile – Live Stunt/Advertising with Bollywood potboiler
Agency: Mindshare
The idea: Bringing down Richard Branson not only to jump off a skyscraper but also to star in a 20-minute live Bollywood movie shot live without any cuts, and aired on Channel [V], as the launch of Virgin Mobile.
 
TVS Scooty – Women on wheels
Agency: Mudra Max
The idea: Starting a TVS Scooty school that teaches women in small towns to ride two-wheelers.
 
Wheel – Touring talkies in Jatra
Agency: Mindshare
The idea: Traveling cinema is a big hit in small towns. Wheel used well-known actress Alka Tai as part of a Marathi film who traveled along with the jatra, gave out tickets to patrons at the entrance and also interacted with them.