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

Facebook

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