innovative digital ideas launched in 2013
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Innovative Digital Ideas launched in 2013
Nov 29, 2013
Content
• Scan on Innovative Campaigns in the Digital Space.– Ad Formats– Communication Routes– Executions
Siemens – “On the Dot” Brand Story TellingOn YouTube
Background Demonstrate the success of Siemens Technology
Globally.
Objective Task to highlight the technologies developed by
Siemens.
Approach Taken For India market Story built on Mumbai Rail Network, the
Dabbawala’s and what’s the force behind their precision.
Their expertise towards developing the propulsion and electrical systems, powers Mumbai Rail and therefore, Dabbawala’s to manage the food supply chain.
Platforms – YouTube and display ads.
Global Scale – YT channel is a Global channel. The Siemens brand channel on YouTube is well laid out
and brings together similar brand stories from their operations across the world.
The channel also has thematic, corporate and solution specific videos from across verticals. The central carousel highlights key content.
Video
Youtube brand channel - https://www.youtube.com/user/Siemens
Ford EcoSport – Urban DiscoveriesOn ground + Online Tie-up
Background Ford Eco Sport is being projected as an Urban
SUV with loaded features for city driving experience.
Objective How to get users to share their driving
experience through video content by creating real and local conversations.
Approach Taken – Launched a Contests – Ford EcoSport – Urban
Discoveries 31 teams (3 member team) exploring 12 cities in
India. The team had to share their experiences in the form
of videos, chats. Highlights – to make the shared content viral, Google
maps, Twitter and Facebook were also integrated on the YT channel.
Website - http://ecosportdiscoveries.co.in/
Youtube channel - http://www.youtube.com/ecosportdiscoveries
Dove – Real Beauty SketchesOn ground + Online Tie-up
Background Women are their own worst beauty critic.
Objective Dove took up the challenge of building positive
self-esteem and inspiring all women /girls to reach their potential.
Approach Taken – Only 4% women worldwide consider themselves
beautiful. Dove wanted to change the way women
perceived herself to be. They launched a social experiment that proves to
women something very important.
Real Beauty content integration on Yahoo Lifestyle.
Video
Yebhi – Introduces Virtual Shopping WallOOH & M-Commerce
Background Differentiating E-Commerce retailers in India.
Objective Be visible at the right place and show real return on
every Rupee invested.
Approach Taken Yebhi.com introduced a Virtual Shopping wall at 30
CCD outlets in Delhi & Bangalore. Advantage – each access to information and digital
experiences to tech savvy target audience. The user had to use NFC tags or QR codes to browse
through the range at Yebhi.com.
Platforms – OOH & M-Commerce (Smartphones) Example 2 – Tesco in Koreahttp://www.skipedia.co.uk/2012/09/tesco-korea-increase-online-sales-by-130-with-qr-campaign/
Lifebuoy’s – Help a Child reach 5On YouTube
Background Invent new health centric campaign.
Objective Lifebuoy known for a hygiene and handwashing wanted
to step further into CSR territory.
Challenge (differentiator) Nearly 2 Million children die before the age of 5 due to
infections and can be prevented by propagating cleanliness beginning with a simple act of washing hands.
Approach Launched a 3 min ad film – “Help a Child Reach 5” Social Media and Video Campaign on the web.
They do have an app on Facebook that gets fans to take a pledge to spread the word.
Twitter hashtag #helpachildreach5, but not so active.
Tourism Australia – API & Custom’s SolutionOn LinkedIn
Background Who You Think Deserves a Break? The
concept was conceptualized by LinkedIn
LinkedIn’s Objective Find an advertiser who’s business model
appropriately suits the concept.
Advertiser who believed in concept – Tourism Australia
Approach An API Solution where users can nominate
professionals in their network for a “Break in Australia”.
The user nominating can also select a destination.
The nominated users have to get votes from their network and 2 such contenders with highest no. of votes get an all expense paid trip to Australia.
Recommended For – Santoor – Discover a Real Diamond (idea
presented), Was proposed to Club Mahindra.
Once Again – The Tagging DriveOn Facebook
Background Bangalore based NGO – Once Again noticed
the passion amongst the young guns to create a difference to their surroundings.
Objective Involve people in the cause and making the
act of donating fun and engaging. The challenge was to accomplish this with no
budgets in hand.
Approach Tagging Drive was initiated – an online
donation drive on FB and was the platform was used extensively.
The volunteers tagged their friends old pictures with a msg - You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.”
On a click – the users were directed to Once Again FB page and by end of the activity they collected over 10k items for sale.
What it delivered The underprivileged were able to access
goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%, which is being recycled to support its activities.
www.facebook.com/onceagainbangalore
Dove – Secret DiaryOn Youtube & Facebook
Facebook Application
Background Launch of new Dove’s Hairfall rescue treatment
product.
Objective Reinvent Dove’s YouTube page and engage users
with content around Hairfall rescue Therapy tips – Dove Hair Therapy Secret Diary.
Approach The Hairfall rescue treatment was pitched to users
as the new dove secret formulation to strengthen roots in 2 weeks.
Blogger activation program was created by Dove. YT hosts professionally recorded videos from 6
shortlisted bloggers who take us through their stories of how they benefitted from the new Dove formulation.
FB ensures that there is participation and user engagement through the stories bloggers and answer few questions.
Winners are gifted with Dove Beauty Kits & Bags.
Mahindra Spark The Rise – Branded Program UpdateOn Economictimes
http://www.poweringbrands.com/2012/08/yahoo-india-news-and-mahindra-mahindra.html
Recommended For –BASF
Background Mahindra’s Initiative to Inspire creativity and
Power to change.
Objective Encourage users to Ideate and come up with Ideas
which would bring in change in some way.
Approach Special co-branded section was created on ET &
Yahoo . Channel brings togther curated thematic content
from ET including articles and also brings together some content from Mahindra Rose website.
From posting of ideas to call for new entries for Spark the Rise contest was also hosted.
Google Launches Android in Collaboration with Nestle KitkatOn TOI & Youtube
Background Android Launch by Google..
Objective Communicate the launch in an interesting way and
the team decided to name the next version after the favourite treat Kitkat.
Approach Google launched Android in collaboration with
Nestle Kitkat Augmented Reality was applied to the innovation –
Print to Mobile interaction where Android turns into a Kitkat cholcolate.
Secondly, the users had to look for a Kitkat chocolate bar s featuring Android Robot.
In turn giving a chance to users to win Nexus 5.
Club Mahindra – Rich Media WatchOn Yahoo
Homepage takeover
Background Club Mahindra’s revamp.
Objective Launch through popular innovative properties
across various digital platforms. Approach
Club M dominated the space with front page innovations – yahoo, msn, toi. FB logout was also a part.
The key factor in communication – was to bring alive the Happy, Joyous moments when members take Club M vacations.
Users could flip through the pages of a travel picture book and view imagery, information, traveler testimonials and brand video.
Kotak Mahindra Bank – Salary2Wealth Account PromotionOn LinkedIn
LinkedIn Background Kotak Mahindra’s salary bank account
Objective How to get users (leads) who have either got a
promotion or have made a switch. (assumption is – because of such a development, there are chances of rise in the salary too)
Approach KMB used LinkedIn’s partner messaging saying
Switch Now & earn more interest. The bank was offering a higher savings interest
rate 6%. Therefore connecting the thought of Salary2Wealth.
Thank You.
Happy Weekend
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