On Monday, the Emvies Jury spent almost the entire day consdering 27 of the 53 shortlisted cases. The Jury judged the remaining 26 shortlisted entries and all must be ready for the announcement of the winners on Monday, 28 July. Campaign India gets you a snapshot of the case studies that were presented yesterday.
Best Media Strategy-Consumer Products
1) Mindshare Fulcrum created the media strategy for Rin Supreme Bar: Now becomes Surf Excel Bar-'Good News' for HUL. There was a hope to add users for the new bar and a risk of erosion of Rs 350 crore business. The task was to identify the hope and the risk markets for migrating the Rin consumers. The high reach-high frequency markets were identified as the risk markets and high reach were identified as hope markets. The strategy used was to build the halo of "good news".
2) Dove Haircare- 'Redefining the depiction of real beauty' was another strategy devised by Mindshare for HUL. The objective was that Dove Shampoo had to make its place in the top end segment. Mindshare created 'The art of conversation'. The strategy involved three phases: Intro-Discuss-Experience. As a result, there was 80% awareness in the third month of launch.
3) Lodestar created the Amul- 'Going against the flow and succeeding media strategy'. Amul's advertising-sales ratio is 1%. They decided to put all the monies on a single channel, Star Plus for the Amul Voice of India show. Amul participated in the marketing plan by creating show's messaging its packaging. Other activities included free sampling and on-ground events on World Milk Day, Amul chocolate days on Rakhi, Bhai Dooj etc, Amul Tricone Khao contest. Result: Sales turnover grew by Rs 100 crore.
4) Mindshare's media strategy for Clinic Plus- 'Adventures of Chulbuli' to tackle stagnant sales. The need was to target people in rural areas. Animated character Chulbuli was used to target the young girls in the rural areas. TV spends were decreased and the focus was shifted to radio and outdoor. There was a 15-minute show on AIR on Chulbuli. The other activities included comic books, Chulbuli activity books and school contact programs.
Best Media Strategy-Consumer Durables
1) 'Mr. Mani or Mr. Moneybags? The great Indian Marketer's dilemma' was the media strategy that Mindshare created for Motorola. The challenge was that the Motorola Worldwide was in trouble, the Indian marketing budgets were slashed by 33% and the profit target for 2007 was 20%. The consumers were divided in four segments: recruiter, basic, maturing and premium. Mindshare proved that the highest response to advertising was coming from the premium segment. Right media mix was identified for each segment, enabling target planning. Result: 200% rise in premium value segment and 38% increase in value.
2) Lodestar Universal created the 'Windows 'WOW'-The breakthrough VISTA launch' strategy for Microsoft Windows Vista. The task was to increase consumer awareness about the brand. The multi-layered strategy involved generating excitement around Vista launch, bring product features experiences to life beyond PC and to drive the purchase via retail connect. The activities undertaken involved the launch of Vista at Taj Mahal, launch on the TV as a star studded event, partnership with Star network for changing channel graphics to showcase product features, partnership with Cafe Coffee Day etc. The campaign achieved a 71% total brand recall.
Best Media Strategy-Services
1) Mindshare worked on the 'Green solutions for green people' strategy for HSBC Corporate. The activities involved innovative campaign at malls directing consumers to go to the HSBC kiosks and give their solutions for the environment, partnerships with few radio stations and CNBC channel and consumers' interviews uploads on yoursolutions.co.in. Result: Brand differentiation was increased by 19%.
2) Maxus created 'Tata Sky opens up new sources of revenue through media tie-ups' strategy for Tata Sky. The problem was the low usage of interactive features on Tata Sky. The solution was to bring interactivity into the currently watched content. There were content association with various channels to highlight how interactive features can be used while watching routine TV and to highlight the SMS contests on Tata Sky. Result: Interactivity was increased by 30% and a new revenue model was generated.
3) 'VASonomics' was created by Lodestar Universal for Tata Tele Services. ARPUs (Average Revenue Per Unit) on Tata Telecom could grow if VAS services were activated. While VAS was booming, Tata Indicom was a late entrant. The non-VAS savvy users were identified through various usage and attitude studies. The reality show Tata Indicom 'Fun on the Run' on Zee TV was created which involved usage of VAS services by the participants. There was tie-up with other shows too to talk about VAS usage. Result: 12% increase in VAS usage.
4) Maxus handled the 'Vodafone launch in India'. The strategy chosen for the launch was that of shock and awe treatment. This was done through roadblock on Star Network's 13 channels. The execution was done in one day on a large scale. Vodafone messages were carried on all the channels for 24 hours. As a result of this, there was 82% brand recall in 24 hours.
Best Media Strategy-Media/Media Property
1) Mindshare created the Engagement Quotient Tester for ESPN's English Premier League's dipping viewership. With the help of TAM respondent level data, intensity (high, medium and low) and loyalty (loyalists, entrants and lapsers) of the viewers were calculated. The combination of these two factors was the engagement quotient tester. The strategy involved retaining the heavy lapsers and loyalists and then profiling heavy lapsers and loyalists (which included children). The result was that there was 100% increase in average ratings of EPL in 07 vs 06.
2) Red FM created 'A day in the life of the listener' when it was faced with problems of no differentiation amongst the radio stations, brand clutter, fragmented media and elusive audience. The media strategy involved focus on touch points, local connect, multiple exposure, cluster branding and geographical targeting. As a result, Red FM became number one for 13 out of 15 weeks in Mumbai according to the RAM data.
3) 'Jack out of the Box' was the strategy that Mindshare created for the Pirates of the Caribbean movie premier on Star Movies. The challenge was that the audience prefer watching HBO during weekends. The strategy involved creating buzz through ATL support, free content downloads, POP reminders , reminder right before the premier. The result was that there was 800% more viewership on Star Movies on the weekend.
Best Media Innovation-TV
1) Mudra Radar created the 'Reliance Power on, Media on' innovation for the Reliance Power IPO. The objective was to collect Rs 11,563 crores. The brand wanted to target youth, working women and tier 2-3 towns apart from the usual TG. The idea was to dramatise the brand profit. Thus, the power on India campaign was created which involved power off for a second or so. There were 6000 spots on five channels in 18 days. As a result, the IPO was subscribed within 58 seconds of opening.
2) 'Who can dance the Hide-n-seek dance?' innovation for Parle Hide & Seek was created by TME. The task was to achieve leadership and brand relevance amongst youth. The temptation dance theme in the TVCs was taken to the reality dance shows on TV including Nach Baliye on Star Plus and Jodi Challenge on Star Vijay. The strategy involved reality advertising and endorsement of the brand.
3) Mindshare created 'The heat is on...' for Venus Water Heaters when the brand had lost its number one position to the competitor in Tamil Nadu. It re-launched as Venus Myst. There was integration on chat/debate shows on channels like Vijay TV. The ad was displayed at the time of heated discussion on the chat show. As a result, the brand is again on number one position.
4) 'Even god took 7 days to create earth' was the innovation that Maxus created for Vodafone. The challenge was to create a long lasting impact and to maximise the RoI. Thus they create the 24 hour roadblock on Star Network.
5) Mindshare created 'Wheel Smart Shrimati ke Nuskhe' for Wheel. The challenge was that there was low response to conventional advertising and the task was to create a new effective communication structure. Three minutes of branded show Wheel Smart Shrimati ke Nuskhe was created. As a result, the value for money was increased by 34%
Best Media Innovation-Direct Marketing
1) Rediffusion DY&R created 'Painless hair removal' innovation for Kaya Skin Clinic. A strip of Velcro seals was used on the direct mailer which communicated about the painless hair removal technique at Kaya. 40,000 mailers were given across eight metros.
2) 'SIP Retail Plan' was created by Ogilvy One for Reliance Systematic Investment Plan. The task was to woo previously unresponsive audience-housewives. SIP boxes which looked like detergent boxes were created to target her. The box had a booklet containing all relevant information. Result: 10,000 packs and 3,000 genuine leads.
3) Lodestar Universal created 'The art of writing!' innovation for Brufen Softra. Brufen Softra was facing a problem as doctors often forgot to add Softra after Brufen. Thus 'The art of writing' contest was created for doctors. This involved writing 'Brufen Softra' in three calligraphic styles. This activity was conducted across 38 cities with 9000 doctors. Result: 35% increase in prescription during the first month itself.
4) O&M created 'Glow in dark paint' for Asian Paints. This involved the promotion of the glow in dark paints using fairytale characters. Free fairytale books were given on Children's day.
Best Media Innovation-Radio
1) Lodestar Universal launched the 'RJ Test Drive' for Tata Indica Xeta Peppy. The task was to create a buzz around the test drive. The concept was 'gift an RJ' to the consumers following a contest. RJs went out with the consumers for the test drives. RJs too this further on-air with bytes from dealers and participants. Result: 9155 test drive prospects and 21% sales growth.
2) 'McDelivery-Breakfast with Malishka and Nitin' innovation was created by Madison for McDonald's Home Delivery. The activity involved recreating the occasion and gathering experience of McDonald's on Radio through the Red FM's show Breakfast with Malishka and Nitin in Mumbai and Delhi. The activity involved the listeners giving their McDonald's bill number while asking for their favourite song and the listeners joining the RJs in the studios for a McDonald's breakfast. Result: over 20% growth in McDelivery call-ins.
3) Maxus created the 'Song tagging-from exposure to revenue' innovation for Hutch (now Vodafone). This involved a unique code which would be given to the users to download a particular song. Hutch ties up with 15 radio stations all across the country. 1,08,000 songs were played with tags.
4) Madison created 'Radio Mumbai-bringing Mumbai together' for Saffola (World Heart Day). Saffola had arranged for free cholesterol tests on the world health day. To promote participation, the four radio station, Big FM, Radio One, Radio City and Red FM, came together as their morning RJs co-hosted a program which was aired on all the stations simultaneously.