Emvies 2013: Case study briefs - Day 2

Round two of judging for the Emvies 2013 competition is currently underway at the Wellingkar Institute of Management in Mumbai.

Here's a lowdown on each of the case studies presented on 22 August. A total of 40 case studies across nine categories were presented.

MEDIA RESEARCH USING PROPRIETORY DATA

Cadbury Gems - Engaging the ‘Umarless’ Audience - Madison Media Pinnacle

Over the years, the imagery of Cadbury Gems continued to be associated with kids. Though most of the adult audience were aware of the product, the challenge was to reposition the brand and increase consumption.  Observing that awareness was converting to usage, the agency came up with a Structural Equation Modelling (SEM) measurement model, where the persona of the brand was measured using various image attributes. As the image of the brand drives preference of purchase and in turn drives sales, the task was to change the brand’s image attributes according to the target audience’s preference. The agency arrived at several image attributes for the brand, which were then used for the ‘Umarless’ campaign. The campaign resulted in a 28 per cent increase in consideration, and the videos generated over four million views in two months.

Starcom MediaVest Group - A POEM with numbers - Starcom MediaVest Group

SMG realised that while conventional tools follow Marketing Mix Modelling, where it is assumed that all mediums work independently, in reality there is a ripple effect across all mediums. Hence POEM was introduced - Paid, Owned, and Earned Media Measurement methodology as an alternative tool for measurement. The proprietary tool maps media ecosystems and the cause-and-effect at a brand and campaign level. In the case of a financial brand, the methodology was used to study the brand’s consideration amongst its TG in the face of increasing competition.

Cadbury - Digital Consumer Clusters - Madison Media Pinnacle

With digital medium commanding an audience of over 150 million people, of which 75 per cent are under 35 years, the focus was to identify the ‘dynamic clusters’ of digital audience. Organising the 15 to 24 SEC audience based on their behavioural patterns and preferences, six dynamic clusters were created with specific attributes. Based on these attributes, the tool helped customise the media mix on digital. However, it was further noted that the behaviour of clusters varied according to the content, and so the tool was able to customise the media mix according to the changing patterns.

Agency Research - Facebook- Giving new definition to likes - Part 2 – Maxus

Taking forward last year’s insight that higher count of Facebook fans does not equal higher engagement, the proprietary tool was developed to measure the fan index, where both engagement and attitude was measured. Designed with the help of Millward Brown, the tool was used to measure audience engagement on Facebook across various categories with respect to the specific category attributes. The study concluded that more posts are not necessarily increasing engagement but a relevant and balanced content strategy was needed. Even as images continue to generate highest engagement, it was found that posts during weekday mornings generated the highest level of engagement.

MadPlanner - No ComScore No Problem - Madhouse India

While majority of our daily media interactions are screen-based, there is no third party measuring tool for mobile screens. Hence, the agency set out to build a tool with a methodology to plan seamless integration for mobile along with other mediums. The proprietary tool was built to measure quantitative as well as qualitative data. While the quantitative data provided reach of the medium for the target audience, qualitative data provided information like type and cost of handset, location of the user, etc.

Agency Research - I know what you will do next Summer – Maxus

Implementing the concept of game theory to media measurement supposedly for the first time, the tool was developed based on the Nash equilibrium, which is simply defined as a state where each player is making the best decision that he or she can, taking into account the decisions of the competitors. From putting the tool to test, one of the major findings was that competitors should not be defined by size. In fact, smaller players pose the biggest threat to your brand, it emerged. Further, by analysing trends of the past few years, the tool can be used to predict future competitor plans and strategies, their impact and can also aid as a scenario planner providing 360-degree view of the market as well as the competition.

MEDIA RESEARCH USING EXISTING DATA

Starcom MediaVest Group - Inflation Kitna Hoga? – Starcom MediaVest Group

With respect to inflation in media, there are various parameters that need to be considered before predicting it. Some of the factors influencing inflation in media include macroeconomic factors, population and inter-sectoral dynamics, media inventory and reach of media. Moreover, the need was to arrive at a scientific forecast of inflation, ensuring that the interplay of media spending and influence of media price are also accounted for. With the tools, the agency managed to predict inflation in media with respect to Television, Print and Radio.

Tata Aria - RJ Matrix: A Planning Blueprint For Radio FM- Lodestar UM

While radio measurement for some cities is in place, there is no robust measurement tool in place for deeper analysis like identifying the tonality of RJ and his or her impact on brand imagery. The RJ Matrix was designed to tackle this problem, where with the help of TAM’s Radio Audience Measurement (RAM) data and digital presence of each RJ, the agency mapped his or her personality drivers. With these data on hand and aligning with the image attributes of Tata brands, ‘trust’ was chosen as the key brand attribute for identifying RJs. The agency chose RJs based on the attributes as brand ambassadors for radio mentions for Tata Aria and also enlisted them as part of the on-ground activations during the re-launch of Tata Nano, thus enabling an increase in brand imagery and consideration.

Starcom MediaVest Group - Is 5 > 6.25? Maybe.... Looking Beyond the Numbers - Using the Numbers - Starcom MediaVest Group

In any measurement system, there is always an inherent margin of error. Since all media planning and buying for television in India happens through TAM, the agency decided to look at the relative error margin for TAM ratings. The findings revealed that the underlying error for the system was based on the sample size. Undertaking an exercise using statistical theory to check the relative error for every TG and TVR, the agency proved that the error was ‘absurdly high’ for programs which had ratings below 0.5. Citing the example of Kerala, where the relative error was more than 100 per cent, the agency informed that a program with 0.5 rating actually delivered a TVR of 0.1 or 0.2. Based on these findings, the agency recommended that its client not invest in programs where the relative error is higher than a certain percentage, depending on the market. Other measurement methods were used if there was a need to invest in a certain program which delivered higher relative error.

BEST MEDIA INNOVATION - AMBIENT MEDIA

Lifebuoy - Lifebuoy Roti Reminder - Ogilvy India

Poor hygiene kills 1.1 million children people in developing countries. Lifebuoy looked to address this problem at the Kumbh Mela, where over a 100 million Hindus sit together to eat. Through an investment of US $ 36,000 (over Rs 20 lakh at an exchange rate of Rs 60 to a dollar) and appointing over 100 promoters at the several community kitchens, 2.5 million rotis were heat stamped with the message, ‘Lifebuoy se haath dhoye kya’ (Have you washed your hands with Lifebuoy?), prompting people to wash their hands before eating. The campaign, executed at a cost of less than 1 cent per contact, earned the brand a media value of over 60 million USD, which is more than 1,600 times RoI. Overall, the brand received sales of 40 dollars for every one dollar spent on the campaign.

The Dyslexia Association Of India – Dyslexia - DDB Mudra Max

Around 20 per cent of Indian kids are dyslexic, and unfortunately, most parents and teachers fail to even identify such kids. The challenge was to educate the teachers and aid the Dyslexia Association of India (DAI) to reach out and engage them in a training session, so that dyslexic kids could be handled differently. As dyslexic kids appear as duffers to others due to their inability to spell words correctly, that was chosen as the communication trigger. During a periodical teacher’s training session, when they started typing on their desktops, jumbled words started appearing instead of what they typed. As the confused teachers looked on, a message popped on the screen informing them that this is how dyslexic kids read words. At the same time, a volunteer from DAI came on to talk about this issue and helped these teachers understand ways to identify and handle these kids.  As a result of this intervention, over 300 teachers signed up as volunteers for the association’s program.

Akanksha Foundation - Classroom Mumbai – Ogilvy India

The NGO Akanksha Foundation which runs 40 centres in Mumbai and Pune with a mission to give underprivileged children education met with a typical set of challenges – need for motivated teachers. And the ones who did come in, were typically doing it for the interim, as was evident from an attrition rate as high as 45 per cent. The agency zeroed in on the task on hand – to find people who taught for the joy of teaching. And also to find people who stayed close by, a key reason for sticking to the job. On the occasion of Teacher’s Day (5 September), hundreds of children hit the malls, promenades and even the airport in Mumbai looking for teachers with mock class room set ups, complete with a blackboard and benches. Those passing by were invited to teach. Live updates on Facebook, invitations from Big FM to take classes on air and the like followed, attracting 300 teacher and 450 volunteer applications. More importantly, the quality of applications improved. Attrition came down to less than 10 per cent, paving the way for more Indian kids to get an education.

Horlicks - Horlicks Aahar Abhiyaan - Mindshare

Looking at addressing the issue of malnutrition, Mindshare set its sights on the Kolkata metro for this campaign for health food drink Horlicks. Around 28,000 paintings from 154 schools found their way to 12 metro train stations in Kolkata, becoming a live museum of 16,000 square feet for the theme ‘Art for nutrition’. Additionally, celebrity artists were roped in to create their own renditions which were auctioned for charity. Lakhs of people using the metro stations added to the online audience the campaign touched. Volume share of sales went up by 4 per cent, while brand consideration increased 10 per cent.

Fevicol - Fevicol 'Free Store' - Ogilvy India

While Fevicol is a popular brand, the brand of the glue purchased usually rests with the carpenters. Even though most people assume that their contractors or carpenters will be using Fevicol, this might not be the case always. So, in a bid to reinforce the position as India’s most reliable glue, a ‘free store’ was set up at a mall where people were urged to pick up things kept on the shelf for free. The catch was that the products had all been stuck to the shelves using Fevicol glue. After persistent efforts and when they gave up, it was revealed that they have been glued to the surface using Fevicol. The video went viral on the digital platforms and had over 2,20,000 views on YouTube.

MEDIA INNOVATION - DIGITAL (SEARCH)

eBay India - There is always a first time at eBay-Interactive Avenues

Despite the presence of several e-commerce players, eBay India continued to retain its leadership spot in its segment. However, the challenge was to increase members and generate more revenues. To start with, the campaign was focused towards non-eBay users and using negative retargeting, the online ads were displayed only to users who have never used eBay. Moreover, the focus of ad spending was on big ticket items like laptops and home theatre systems to such first time users as the brand wanted to increase net profitability from these customers. With the additional help of a bid management tool that kept track of around a million key words for around 1 lakh products available on ebayindia, the brand managed to generate over 65 per cent first time buyers during the campaign period, and there has been an average of 30 per cent increase in monthly visits by first time buyers.

Reliance Mobile - Dual Search – MEC

Most of the brand’s communication was surrounding new tariff plans, and since it was circle-centric, print was the preferred medium. However, the cost of using a mix of English and local language publications was high, and after studying online behaviour, MEC India figured that Google search volumes for the brand increased when Reliance Mobile advertised in print. The company received eight million searches in a month for the key word ‘Reliance’ and a majority of the searches came from tier two and three towns. So, using Google as an advertising platform, it ran dual SEO and SEM campaigns. While SEO ran in English, SEM ran in local languages to capture the attention of the user. The link from here would go to a landing page which would also be in the local language. Through this campaign, Reliance Mobile received 10,000-plus leads for new numbers and portability.

Fiat - The Advantage of Disadvantage - Maxus

In 2012, Fiat wasn’t launching any new models while competitors had a slew of launches every quarter. As a result, the brand consideration levels were going down. To counter this, Maxus identified digital as the platform to stay relevant and reach out to the target audience. Noticing that Google’s algorithm gave high importance to videos coupled with the tendency of users clicking more video links than text links, and the fact that people preferred to compare before making auto purchases, drove the agency to focus on a video-led content strategy. Fiat made 11 videos which featured the Punto and Linea being compared to competitors. The video on YouTube had a link and an overlay ad which would redirect users to the ‘Book a test drive’ page for its Linea and Punto cars. Around 3,10,000 people saw the videos. Test drive enquiries went up by 16 per cent and the brand’s consideration increased by nine per cent.

MEDIA INNOVATION - DIGITAL (SOCIAL MEDIA)

Tata Docomo - Hyper Personalization- The World's first CRM Powered Campaign on Social Media –ibs

Working on the insights that prepaid users only look at prepaid communication when their balance is low, and looking at value added services when their balance is high, Tata Docomo wanted to use Facebook as a medium to manage its customer life cycle. With 1,00,000 users recharging their phones through third party sellers, Docomo created a CRM-powered digital campaign. The brand used the ‘sponsored’ section on Facebook to deliver personalised greetings for users based on their Facebook profile details and usage. This won back 3,50,000 lapsed users. Data pack consumption rose by 46 per cent. During the month of the campaign, the brand’s revenue increased by 2 million dollars.

Nokia Asha 200 - World's first reality show Nokia Mobile Antakshari - Maxus

Nokia has over 4 million songs in its library for download, but less than 10 per cent of the content was being consumed. After television, print and on ground communication efforts to drive the number of download failed, mobile was chosen as the medium of communication. Music is an integral part of India’s culture, and singing is one of the favourite pastimes. Marrying music and mobile, the agency used Rocketalk – a mobile social networking application – to launch Mobile Antakshari, a unique audio game show which was promoted using mobile banner ads inside the application. Users could record songs in their own voice and share their recordings as part of the game, generating responses from other. The music download sections acted as a ready reckoner for participants, driving traffic. While the game show is still going on, it has registered 7 million minutes of engagement, and more importantly generated over 1 million music downloads from the Nokia store.

Pampers - Mother calling Mother! - MediaCom

Even though we are in a multi-screen environment, mobile is the only screen mothers with toddlers spend the most time with, be it for calling their parents or friends or well-wishers. Working on that insight, in an effort to overcome the challenge of using diapers in the night instead of cloth ‘langots’ for the kids, the brand created a helpline where mothers had to give a missed call. The service called back connecting them to a conference call involving 20 mothers and a trainer. These mothers discussed parenting tips on their children’s health. The initiative registered over 15,984 connected calls and 4,000 plus hours of conversations; thus creating a new ‘social media’ platform on the mobile phone.

Axe Deodorant - 5.2 years of digital content viewed in just 6 months! – Mindshare

Axe, an established deodorant brand, wanted to increase engagement of its core target group in the online space with a robust content strategy since 37 per cent of the time spent by the brand’s TG was online. Out of which, around 26 per cent was on entertainment content. YouTube analytics indicated that 53 per cent of the TG preferred watching comedy content. With these insights, and in association with UTV Bindass, Axe Chickipedia was born on YouTube as a custom channel. Spread over 31 episodes, these short humorous clips gave ‘tips’ to the TG about girlfriends and relationships. These episodes were promoted on the social media assets of both Axe India and UTV Bindass. At the end of the campaign, the channel registered over 27,45,696 minutes of viewing since in six months from launch date, which translated to 5.2 years of digital content.

MEDIA INNOVATION - DIGITAL (MOBILE / HAND HELD DEVICES)

Tata Docomo - Hyper Personalization- The World's first CRM Powered Campaign on Social Media – ibs

Tata Docomo wanted to use Facebook as a medium to manage its customer life cycle. The agency worked on the insights that prepaid users only look at prepaid communication when their balance is low, and looked at value added services when their balance is high. With 1,00,000 users recharging their phones through third party sellers, Docomo created a CRM-powered digital campaign. The brand used the ‘sponsored’ section on Facebook to deliver personalised greetings for users based on their Facebook profile details and usage. This won back 3,50,000 lapsed users. Data pack consumption by 46 per cent. During the month of the campaign, the brand’s revenue increased by 2 million dollars.

Halls - Mobile Breath Machine - Madison Media Pinnacle

When Halls was looking at a way to engage consumers by not making them ‘Like’ or ‘Follow’, the medium chosen was the mobile phone. Halls rolled out a campaign to light up villages where local electricity boards have not yet reached, using the power of wind, which was ‘captured’ through ‘mobile breath machines’, i.e. mobile phones. Using an IVR system, when a consumer called the number, the breath was recorded and the progress displayed. The campaign messaging was displayed as banners on mobile phones, and was sent as messages during load shedding periods and the Earth Hour, thus reminding that there are still parts of India who do not have access to electricity. Once the target was achieved, a windmill was set up by the brand which is powering the village currently. The campaign achieved over 11 million mobile impressions, aiding in the ‘capture’ of 2,70,000 breaths during the campaign period.

YouTube - Mobile Goes Social with PRBT– Maxus

Even as YouTube maintained its number one position among video sharing websites, the challenge was to attract new users on board the platform. While most of the Indian digital audience accessing from desktop and smartphones were visiting YouTube, there was a sizeable set of users with feature phones who were still not YouTube users. As YouTube had the rights to telecast the 2012 London Olympics, an anthem was created to cheer Indian delegates. Tying up with Rocketalk, this anthem could be assigned as the Profile Ring Back Tone (PRBT) by users and even shared on their network. If someone visited a person’s profile, they will get to listen to this anthem and will also have the ability of selecting this song as their PRBT. In around 10 days, over three million brand advocates were using the anthem as their PRBT.

Mahindra & Mahindra - Coffee with Xylo - Interactive Avenues

The challenge was to reposition Mahindra’s MUV Xylo as a vehicle for the youth. Since its launch, youth considered Xylo as the perfect vehicle for a 35+ man with a family to take along. For someone in the 20s, the first and last screen was the mobile phone and coffee shops were the place to hang out and discuss anything. So, a campaign was rolled out for the mobile platform, where based on geo-location awareness and demographic data, customised messages with contacts to Xylo dealers were sent out to the prospective customer inviting them for a cup of coffee and test drive the Xylo. A trained barista at the dealership would take them through the benefits of the Xylo. The pilot project managed to sell 20 Xylos in a period of two weeks and over 600 people walked into the dealership, prompting a national roll out of the campaign by the brand.

Pampers - Mother calling Mother! - MediaCom

Even though we are in a multi-screen environment, mobile is the only screen mothers with toddlers spend the most time with, be it for calling their parents or friends or well-wishers. Working on that insight, in an effort to overcome the challenge of using diapers in the night instead of cloth ‘langots’ for the kids, the brand created a helpline where mothers had to give a missed call. The service called back connecting them to a conference call involving 20 mothers and a trainer. These mothers discussed parenting tips on their children’s health. The initiative registered over 15,984 connected calls and 4,000 plus hours of conversations; thus creating a new ‘social media’ platform on the mobile phone.

Nokia Lumia 510 - Social Sharing is now trendifying - Maxus

With a focus on making the Nokia Lumia 510 ‘trend’ in the consumer’s mind, Nokia rolled out a ‘Trendify’ campaign where the focus was on social sharing. A new word was added to the social media dictionary with the launch of the multi-media campaign, and to drive home the point, the word ‘Share’ on some of the social networking platforms like Rocketalk and Vuclip were replaced with the word ‘Trendify’ followed by the usual social network icons which indicate sharing through their networks. Whenever someone ‘trendify’, the link was shared with the message ‘Trendify and win Nokia Lumia 510’ thus establishing the brand connect.

Nokia Asha 200 - World's first reality show Nokia Mobile Antakshari - Maxus

Nokia has over 4 million songs in its library for download, but less than 10 per cent of the content was being consumed. After television, print and on ground communication efforts to drive the number of download failed, mobile was chosen as the medium of communication. Music is an integral part of India’s culture, and singing is one of the favourite pastimes. Marrying music and mobile, the agency used Rocketalk – a mobile social networking application – to launch Mobile Antakshari, a unique audio game show which was promoted using mobile banner ads inside the application. Users could record songs in their own voice and share their recordings as part of the game, generating responses from other. The music download sections acted as a ready reckoner for participants, driving traffic. While the game show is still going on, it has registered 7 million minutes of engagement, and more importantly generated over 1 million music downloads from the Nokia store.

MEDIA INNOVATION - DIGITAL (DISPLAY)

Tata Docomo - Hyper Personalization- The World's first CRM Powered Campaign on Social Media – ibs

Tata Docomo wanted to use Facebook as a medium to manage its customer life cycle. The agency worked on the insights that prepaid users only look at prepaid communication when their balance is low, and looked at value added services when their balance is high. With 1,00,000 users recharging their phones through third party sellers, Docomo created a CRM-powered digital campaign. The brand used the ‘sponsored’ section on Facebook to deliver personalised greetings for users based on their Facebook profile details and usage. This won back 3,50,000 lapsed users. Data pack consumption by 46 per cent. During the month of the campaign, the brand’s revenue increased by 2 million dollars.

Duracell - Duracell- Let the Music play! - MediaCom

While Duracell has established brand imagery as a long-lasting battery, the claim of 10x stronger was questioned by users, especially considering the price point of the battery. In an effort to change the perception, the brand decided to showcase what happens when there is low power in batteries while listening to songs. By tying up with music streaming site Gaana.com and creating a custom album consisting of songs recorded with the effect of slowing down and stopping after a few seconds of playing, the campaign managed to gain attention of listeners. To continue playing, the listener had to click on the Duracell mascot, which was shown as inserting Duracell batteries to the player.

Mathrubhumi - Club FM - World's first on Demand Web Radio Station Created Inside a Banner – Maxus

Mathrubhumi had a unique problem in driving advertising sales for its radio channel Club FM. As the sales teams were same for both - the print publication and the radio channel - the latter was losing out. In fact, studies pointed out that many media planners were not even aware that the station was a part of the Mathrubhumi network. In a bid to grab the media planner’s attention on the cluttered and text-heavy pages of two trade publications, audio capabilities were embedded as part of the banner. As a result, readers could now listen to the news displayed on the website instead of just browsing through them. The week-long campaign was expected to attract around 3,000 play-outs, but it achieved 8,400 playouts. Average time spent on the ad was over 5 minutes, almost 10x the time spent on conventional options. Around 22 per cent more national brands came on board to advertise on the radio station in the following quarter.

Microsoft (Office 365) - India's First ever Business Calculator That Finally made the Union Budget Intelligible - Lodestar UM

Microsoft wanted to focus on the Small and Medium Business (SMB) sector to increase adoption of its cloud-powered software solutions. However, the challenge was to educate an audience who only understood business in terms of productivity and profitability. Talking to them about the technology benefits would not work, and hence a campaign was woven around the Union Budget. Usually, a tense four-five days for the SMBs as the changes in tax rates impact them the most and they wait for their CAs to consult and advise them on additional expenditures, if any. This time, Microsoft partnered with Moneycontrol to launch a SMB Tax Calculator widget which calculated the implications of the Union Budget in near real time. Users had to download the widget and enter the various parameters, and the calculator based on Microsoft Excel’s cloud capabilities gave the data almost instantly. On the day of the budget, Microsoft also took over the webcast of the live stream on Moneycontrol’s website by branding it and associating it with its video conferencing and messaging platform Lync. The widget registered over 25,000 downloads since its launch on the day of the budget, and has now become a permanent fixture on the homepage of the website without any additional media cost, thus converting paid media to owned media.

BEST MEDIA INNOVATION - DIGITAL (VIDEO) 

Volkswagen Jetta - YouTube Test Drive - MediaCom Communications

Noting that video links generated more traction on Google search results and people preferred to watch videos to understand technical details and features of the car, MediaCom went about building a video-led strategy for the car brand. 'The YouTube Test Drive' campaign was created, where users were invited to post any query on the Jetta TSI directly on the custom YouTube channel through banners, and receive a video response to their questions. The activity was also taken forward to the Twitter platform, where video responses were sent to questions posed via tweets by the audience. Observing that the innovative content which answered over 30 user queries in a video format made all the difference, the campaign helped the brand register over 3 million views.

AXE Deodorant - 5.2 years of Digital Content viewed in 6 months!! – Mindshare

Axe, an established deodorant brand, wanted to increase engagement of its core target group in the online space with a robust content strategy since 37 per cent of the time spent by the brand’s TG was online. Out of which, around 26 per cent was on entertainment content. YouTube analytics indicated that 53 per cent of the TG preferred watching comedy content. With these insights, and in association with UTV Bindass, Axe Chickipedia was born on YouTube as a custom channel. Spread over 31 episodes, these short humorous clips gave ‘tips’ to the TG about girlfriends and relationships. These episodes were promoted on the social media assets of both Axe India and UTV Bindass. At the end of the campaign, the channel registered over 27,45,696 minutes of viewing in six months from launch, which translated to 5.2 years of digital content.

BEST ONGOING MEDIA CAMPAIGN

Cadbury Dairy Milk - Shubharambh - Madison Media Pinnacle

The objective had been to establish Cadbury Dairy Milk as a replacement for mithai during festive occasions. ‘Shubharambh’ was coined with the objective in mind, and over the years, the word has become synonymous with happy occasions and Cadbury Dairy Milk due to the several associations that were forged, including with Kaun Banega Crorepati for the past four years. In the fourth year, the brand now has 33 ‘new beginnings’ that have been identified and celebrated by its target audience. Other than the regular festive occasions, it has identified other joyous occasions like ‘new friendships’ in the first year of college, ‘new jobs’, etc. Taking forward the thought of new beginnings, the brand started its association with ‘new product purchases’ and the communication was now tailored suitably to convey the same, wherein ads were shown depicting household products like fridge, TV and cars made of chocolate. To continue the connect, suitable creatives were positioned in such a manner that the creative with TV made of chocolate appeared just after the creative for a television brand, establishing greater connect. This thought was mirrored in print too, where the relevant creative for Cadbury was placed below an ad for household products. With these associations, the brand now boasts of over 86 media vehicles, and points out that over 72 million people across India have engaged with the brand and the spontaneous brand recall stands at 97 per cent, and over the next five years, the target is to reach 100 per cent.

Clinic Plus - Clinic Plus Chulbuli Hai Na.... – Mindshare

In 2007, Clinic Plus was the clear leader in the segment it operated in. However, the penetration levels were flattening, and to increase its numbers the focus shifted towards the rural audience. This meant changing habits, and also reconsidering the TG from the mother to the daughter as the primary TG. An animated character Chulbuli was created and a multi-media campaign including television was rolled out which gave the campaign a 50 per cent reach in rural markets. An additional 10 per cent reach was acquired by taking the characters onto radio. The character, in her inimitable style, shared good manners and subtly mentioning her long hair is thanks to Neela shampoo, as Clinic Plus shampoo is referred in rural markets. In 2010, to give the brand a refresh with the changing times in rural India, the mamma’s little girl (2007) also transformed into a beautiful princess who makes her mom proud. The character continues to drive home good manners to children and till date, over 2,300 episodes have been recorded. The radio spot has also been rated as the best performing AFP on AIR. The brand now claims a reacall rate of over 90 per cent amongst the target audience, and the frequency of usage has increased from 1.63 to 2.68 times a week.

Parachute Advansed Ayurvedic Hair Oil - Engineering Recommendations - Madison Media Infinity

When the product was launched in 2010, the brand’s objective was to focus on the South markets, where there were already more than 100 competitor brands with tall claims of preventing hair fall and dandruff-free hair, thus ensuring lack of credibility for any new marketing communications on the same lines. Hence, the brand decided to make consumers the real voice of their brand. In the launch phase, the communication was built around recommendation for sufferers through friends and well-wishers, followed by phase two where real recommendations generated in phase one were brought alive on TV. In the third phase, the focus was on recommendations by people who care. The campaign adopted the mobile platform where recommendations were passed on through voice, and the results showed that there were eight times more recommendations than the earlier campaigns, and resulted in over 3.5 lakh recommendations and over 17,500 minutes of live conversations. In three years, the brand has a 14 per cent market share in the South markets, and registers a growth of around 69 per cent year on year.

Surf Excel - ‘Nanhe Patrakar se Nanhe Farishton ka Safar’ - Mindshare

Surf Excel had been riding the ‘Dirt is good’ platform for the last three years, through a ‘Nanhe Patrakar’ initiative with Amar Ujala. Kids were urged to become journalists for a day and invited to write articles highlighting the role of dirt in their everyday lives. In 2011, the campaign became ‘Nanhe Farishtey’. Taking forward the campaign in 2012 was a ‘Nanhe Farishton ka Film Festival’, through which kids were urged to send in their stories with the ‘Daag acche hain’ sentiment. Chosen ones were shot as short videos that were aired on regional television channels.

Coke Studio - Endless Journey Of Music - Coke Studio - Lodestar UM

Indian youth love music, but Bollywood music ruled the charts. Hence was born Coke Studio in 2011, built on fusion music. In 2012, it had to be taken national, amplifying the Coke Studio experience and establishing a pan-India youth footprint. To drive and sustain the engagement beyond a 10-week burst was part of the mandate. The first season featured a single producer collaborating with several artistes to produce 11 episodes. In the second season, there were 12 producers and an increase in number of artistes (without an increase in cost). The agency converged social media feeds to enable easier access to the content. Broadcast on Doordarshan (the first time DD broadcast branded content) and Colors (on Sunday) expanded TV viewership as did partnerships with DTH platforms Airtel, Tata Sky and Dish. The music became part of multiple radio stations’ playlists and was pushed through Blu Fi at the Kumbh Mela. At coffee chains and through a preview on Tata Docomo, the reach expanded further. It also used its bottles (1 million of them) by adding QR codes to download music from. Demand was created through concerts and events. It received the maximum sales a non-film album received, of 20.000. Scores on ‘For young people’ for the brand surged 10 per cent, brand love grew 12 per cent and sales grew 33.2 per cent.

Vodafone - Vodafone ZooZoos: Convergence of Paid, Owned and Earned Media – Maxus

Vodafone ZooZoos, the popular characters which made their debut during IPL Season 2, have been a regular fixture during the following IPLs. Using the ‘less is more’ thought, the agency chose to keep the activity levels of ZooZoos during non-IPL times minimal so that passionate fans will seek out the characters, instead of pushing out the communication all the time. Because Zoozoos are scarce on paid media, fans of the character reached out to the owned media channels thus driving engagement without incurring major media spends. Over the following years, a similar strategy was adopted where paid media spends were restricted around the IPL seasons for Zoozoos, and newer iterations of the creative thought led more fans towards the brand mascot. Additionally, Zoozoos were extended to have in-stadia presence and television appearances during the IPL matches. Zoozoo greeting videos, comics, apps and merchandise were rolled out to increase engagement through owned media. The brand has more than 15 million Facebook fans in three years – the highest for any Indian brand. It also registers high viewership numbers for the new Zoozoo ads on YouTube every year. 

Also read: Emvies 2013: Case study briefs - Day 1