Emvies 2009 case studies - Day two

Day two of EMVIES 2009 presentations saw about 34 case studies, mostly in Best Media Strategy, being presented. Madison, Mindshare, Maxus took a lion’s share of the entries.

Some familiar faces from the marketing community were in the form of the jury members – Govind Shrikhande, CEO, Shoppers’ Stop; N Rajaram VP-Lakme and Haircare, Hindustan Unilever; Sameer Satpathy head- marketing, Marico; Ajay Kakar, CMO, Aditya Birla Financial Services; Himanshu Khanna, director-marketing, Wrigley’s; Sanjay Tripathi; EVP-marketing and direct sales channels, HDFC Standard Life and Nikhil Rao, head-marketing (chocolates), Cadbury’s.

Best Media Research

Cadbury perk – Is Continuity the only remedy?

Agency: Madison Media Infinity

The idea: ‘Copy wear-out’ has a negative effect on advertising. Sometimes too many GRPs in a media plan can make the effects of advertising depreciate. Restoration happens only when the copy goes off air. And comes back after a certain time-gap, ranging from a few days to a few weeks.

Future Gazing into IPL 2

Agency: media:edge cia

The idea: In a backdrop where there was skepticism surrounding IPL 2 (elections, economic slowdown, venue shift to South Africa) after the immensely successful first season, the agency identified factors which would affect IPL viewing by comparing team popularity, season favourites and fed the data with TV ratings from 2008 edition of the tournament. Predictions were within striking range of the tournament's outcome on TV ratings.

Cadbury Dairy Milk Weight Management

Agency: Madison Media Infinity

The idea: Weighing the awareness build for a celebrity-copy and non-celebrity copy for advertising, and how much scale and time is required to launch the copy. It was learnt that celeb copy, with a higher recall needs 8 weeks, and a non-celeb copy needs 10 weeks.

Best Media Strategy – Consumer Products

Nimbooz – Unlocking potential of ekdum asli Indian refresher

Agency: Mindshare

The idea: To fight a traditional drink that has a penetration of 80% across the country, vis-à-vis that of colas which have a penetration of 21%, the agency used appropriating lemon symbols in the media campaign. City skylines featured the nimbu and its squeezer, and the marketing plan made sure the brand was present to be sampled and purchased at the site locations.

Cadbury Celebrations – Special Diwali pack

Agency: Madison Media Infinity

The idea: Cadbury faced a stiff task of being the lead ‘sweet’ on auspicious occasions. The agency ideated a cross media simulcast during Diwali. It aired a special episode on  Star Plus titled Cadbury Celebrations Diwali Rishton Ki that featured several celebraties performing, and media plan spread the buzz across TV, internet and radio.

Kurkure – Kurkure Family adopts a new member

Agency: Mindshare

The big idea: To increase profitability for the brand by a rejig of above-the-line and below-the-line spends. It was found that BTL was generating better returns in urban markets, and ATL was a better bet in rural markets.

Gillette Mach 3 – India Votes to Shave or Not to shave

Agency: Mediacom

The idea: Men would simply would not buy enough Gillette razors, despite spending a moolah on mobile phones, watches and expensive perfumes. Agency spotted that Indians intrinsically, like to debate about things, and therefore it commissioned a Nielsen survey, the findings of which eventually resulted in a debate on what kind of men do women like – clean shaven or with a stubble. This spilled across media on ‘to shave, or not to shave’.

Dove Soap – the ultimate test

Agency: Mindshare

The idea: Popular insight remained that only soaps which smell good are good soaps. The target group did not feel the need for a moisturizing soap. What’s more, a woman will allow only a trusted source to touch her face, and Pond’s set out to gain that trust. Hence the campaign, ‘Give us one half of your face. Take the Dove challenge’. Involved a 30% reduction in budgets spent on television advertising, and investment in mall activations.

Best Media Strategy – consumer durables

TVS Scooty – Women on Wheels

Agency: Mudra Max

The idea: Its always been difficult for women in small towns to learn riding two wheelers. The agency spotted an opportunity to make the client to start a two-wheeler training institute, where riding the Scooty would also mean a ticket to womenfolk's progress. Women could enroll for a 6-day driving course, earning a license at the end of it for a nominal amount of Rs 350.

Nokia Xpress Music – Redefining the way mobile phones are sold

Agency: Maxus

The idea: Nokia was promoted 16 different handset communications all at the same time, resulting in huge spillovers in ad spends. The agency proposed a one-to-one communication, by tickling the Nokia loyalists. If a customer upgrades, then the upgrade has to be to a Nokia. Eventually went on to sell Nokia E75 exclusively through mobile advertising alone.

Tata Nano – Utilizing the power of Nanovations

Agency: Lodestar Universal

The idea: No big splashy advertising on print and television, just a tweaking around of mass media. For example – stuff like Nano commercial breaks, Amul-Nano butter packs, News digest on the extreme left column of newspapers titled as Nano News. Also, in a rare moment, it managed to get R K Laxman to sketch a cartoon that reflected the ‘common man’s’ aspirations about the small car.

Best Media Strategy – Services

Virgin Mobile – creating a lighthouse identity for Virgin Mobile in India

Agency: Mindshare

The idea: Targeting only the 18-24 years olds, as against homogenous mass targeted by competition. Using Richard Branson’s big-bang launch, and building buzz through a live film shoot aired on Channel [V].

BBC World Service Trust – Condom, say it aloud

Agency: Madison Media Plus

The idea: The agency stumbled upon an insight that people will buy a condom only when they talk about it openly. Hence, the push for getting people to say the word ‘condom’. Not only was a special ringtone created – which was downloaded by 5 lakh users – mass media advertising tickled traditional mindsets about sex, through call-to-action ads in newspapers.

KFC – 2008 Halving the distance from home to KFC Store

Agency: Mindshare

The idea: KFC has a limited number of stores in every country and with the objective of driving same store sales up by 20%, the agency focused on the brand’s key culinary strengths, through advertising to register 20% increase in volume growth and 30% value growth.

Best Media Strategy – Media/Media Property

Red FM’s Bajaate Raho Awards

Agency: N/A

The idea: To keep up with the brand positioning of ‘bajaate raho’, which literally also means ‘taking someone to task’, the FM station came up with India’s own version of the Razzie awards, although not keeping it confined to films alone. This award show honoured and mocked in a humorous way, the worst achievers in different categories.

Star World – Matt, the mind reader

Agency: Mindshare

The idea: For Star World’s second season of the show Heroes, the agency decided to bank upon the upwardly mobile existing target group of viewers of the first season. They were used as agents to spread the message about the second season, by seeding of all social networking sites with a viral. Resulted in a 100% increase in TVRs from the first season.

Radio City – Planet Radio City

Agency: Lodestar Universal

The idea: The agency came up a social media friendly website for the FM station that would target music fans, allowing them to network, apart from allowing artists to upload their own work, create play-lists and more.

Best Integrated Campaign

Boost – Lets just play

Agency: Mindshare

The idea: Considering that playgrounds are becoming less attractive to kids stuck on PS2, the agency came up with the idea where kids’ channel Nick went blank for 30 minutes during playtime, while a ticker rolled at the bottom of the screen advising kids to go out and play.

Gillette Mach 3 – India Votes, to shave or not to shave

Agency: Mediacom

The idea: Men would simply would not buy enough Gillette razors, despite spending a moolah on mobile phones, watches and expensive perfumes. Agency spotted that Indians intrinsically, like to debate about things, and therefore it commissioned a Nielsen survey, the findings of which eventually resulted in a debate on what kind of men do women like – clean shaven or with a stubble. This spilled across media on ‘to shave, or not to shave’.
 
Indian Premiere League – weapons of mass destruction

Agency: Maxus

The idea: Agency banks on the ‘karmayudh’ positioning of the new T20 league, follows it up by a ensuring a telecast of the live-bidding process, that fetches Rs 3 crore of media hype. Big bang publicity follows later translating into 5,000 GRPs on television alone, besides setting other benchmarks on OOH and web.

Surf – Playground is classroom

Agency: Mindshare

The idea: The agency came up with a 'Surf Excel Children’s festival' where children can play in the mud, getting dirty along the way, and let their creativity run free through clay statues, paintings and more. Used the Times of India as a pivot with 21 days of coverage allowing 45,000 kids to be part of the event. All this to drive home the point that getting dirty is a part of life, and playgrounds are classrooms without walls.

Tata Tea – Jaago Re

Agency: Madison Media Infinity

The idea: To shake the youth of their slumber and lethargy towards elections and voting, agency came up with a special series on Channel [V] titled Vote Ya Vaat, that used popular icons, celebrities and common people to urge viewers to vote. A microsite called Jaagore.com was the focal point of the campaign. Also created a character called ‘Soya Soya Chand’ on radio, besides a website whysosleepy.com

Best Media Innovation – Radio

Vodafone – Six held captive on one frequency

Agency: Maxus

The idea: To promote Vodafone’s call conferencing feature, agency made possible a live simulcast between 3 different radio station brands – Red, Radio City, Big, allowing their RJs to go on air, live with the simulcast.

Parle G – Genius v/s Guinness

Agency: TME

The idea: Timed with the Beijing Olympics, agency came up with RJ Olympiad that had RJ Dheena be on air jockeying non-stop for 168 hours, staying awake and alive on Parle G biscuits. The client found numerous brand mentions in those hours.

Nokia 5800 Xpress Music

Agency: Maxus

The idea: A Nokia Xpress Music touch application was erected across several malls and visitors could touch on the screen of the application, to select a song of their choice. The resulting songs would be aired live on Big FM. Generated about 6,000 registrations to buy the Nokia Xpress Music touch phones.

Saffola Life – Listen to your heartbeat

Agency: Madison Media Infinity

The idea: Six radio stations went silent for one hour on World Heart Day, with only the sound of the heartbeat echoing across all these stations. A message at the end of the black-out asks users to SMS to a short code for a free cholesterol test. More than 8,000 tests were taken and about 49% of them were found to be at risk of heart disease.

Fast Track – when Fast Track scripted the world’s first non-bloody coup

Agency: Maxus

The idea: Agency tells an FM station that Fast Track's target group, positioning et al are ditto that of the FM station. For 10 days, Radio One 94.3 turns into Fast Track 94.3 for the ‘Move On’ generation, allowing RJs to flirt much to the surprise of the listeners and ‘move on’ with their lives, soon after.
 
Best Media Innovation – TV

Frito Lays

Agency:  Mindshare

The idea: Using Frito-Lay's brand ambassadors MS Dhoni, Saif Ali Khan and Juhi Chawla, agency comes up Frito Lay’s Chala Change Ka Chakkar, a 30-minute special episode on Star Plus, which has members of the house swapping roles with the stars, living each other’s lives for one whole day.

Cadbury Bournvita – Confidence to challenge

Agency: Madison Media Infinity

The idea: Members of Bournvita Confidence Academy put up a show on Star Plus Amul Voice of India. The two performers – Ashraf and Kabir – both of whom appear in the Bournvita commercial, enact the same act on the show.

Boost – Lets Just Play

Agency: Mindshare

The idea: Considering that playgrounds are becoming less attractive to kids stuck on PS2, the agency came up with the idea where kids’ channel Nick went blank for 30 minutes during playtime, while a ticker rolled at the bottom of the screen advising kids to go out and play.

Gillette Mach 3 – India Votes To Shave or Not to Shave

Agency: Mediacom

The idea: Gillette pumps in 5000 GRPs every year, but sales graphs for premium shaving razor brand have been largely flat. So agency gets Nielsen to do a survey on ‘To Shave or Not To Shave’ and the results the survey become fodder for television debate, bytes from celebrities, and it also gets news anchors talking about it.

Pond’s – Pond’s Age Miracle Salaam-e-Ishq

Agency: Mindshare

The idea: An advertiser funded programme co-produced by Star Plus and Pond’s, the show tests compatibility levels of couples, makes them do tasks testing their romantic quotient.

Alpenliebe – Wrong Angle to Right Angle

Agency: Maxus

The idea: Insight showed that most kids watch television/cartoons lying on the sofa or resting on the pillow. Basically, their necks are turned 90 degrees to that of the TV set. So agency does the kids a favor – it turns the telecast feed 90 degrees when Tom and Jerry airs, and inserts Alpenliebe logo in there to do various flip-flops. Oh, by the way, Tom and Jerry are also part of Alpenliebe’s latest commercials that feature actress Kajol and the crocodile.

Tata Tea – Jaago Re Vote Ya Vaat

Agency: Madison Media Infinity

The idea: 16 episodes of Channel [V] icon Lola Kutty dishing out General Knowledge about the nation and info about voting in her own style, directing viewers to Jaagore.com which is the focal point of the Tata Tea campaign. The channel also got celebs, common people to feature in Channel [V] Vote Ya Vaat, to convince them to vote for a better future.