Here are the winning reviews from the first day of the "Attend, write, win an iPod" contest brought to you by Campaign India, in association with MTV at Goafest 2011. Great job, adlanders! There are more iPods to be given away today, so rush for the first session starting at 11.30. All you have to do is write a 100-200 word article on every speaker session you attend, and submit it to firstname.lastname@example.org. The best article for every speaker will be chosen and featured on www.campaignindia.in. The writer of every winning article will win an MTV iPod.
Winner: Amit Bhatnagar
Session reviewed: Charlie Crowe
As a speaker, Charlie is great and precise. His ability to gel relevant case studies with the topic has resulted in better understanding, specially the Amsterdam, Norway OOH case studies which I personally like the most. As a visionary of digital media, the message came across to us very clearly that new digital media is the mantra for targeting young and teenaged customers; branded social media Facebook and Twitter are in an upswing and to be used innovatively.
The emotional positive campaign 'Thanks people for paying tv licence in Europe' is worth remembering and one thing which I will take back with me. Another case study of MINI and its digital integration was AWESOME. The session was infact an eye opener, not only for people like me who are attending for the first time, but some senior people were also spellbound in his session.
Absolutely warm and passion in his approach. Confidence in his speech came from his thorough hands-on experience.
As an advertiser where we are looking for interactivity and catch hold of our TG's attention, his session was worth attending. Request the organisers to bring more speakers like him who can encapsulate their huge media experience in 20 minutes to draw reference for us.
I wish all the best to the GOAFEST Guys and keep up the GOOD WORK.
Winner: Ajay Chandwani
Session reviewed: Neeraj Nayar
Neeraj Nayar of Contagious underscored the emerging media theme of the day that campaigns have got replaced by projects. The new mantra is no longer 360 but it's 365…how will the brand touch the consumer 365 days and 24 by 7. He presented the examples of the Pepsi Refresh project and Volkswagen. Volkswagen changed behavior by asking people to take the staircase instead of the escalator with the help of posters. This made people walk on piano keys and brought the brand experience alive.
Volvo collaborated with Greencars for the clean air project and Electrolux dramatized their vacuum cleaners by concentrating on ocean areas that were polluted by marine debris and plastic.
Levi’s defended the onslaught of Diesel by going back to its roots of being an American pioneer. Levi’s selected the town of Braddock suffering from low employment and adopted it. Levi’s created workshops for people in skills that would create new employment opportunities. This created a genuine feeling of goodwill of Levi’s being an American pioneer.
ENGAGEMENT IS THE NEW METRIC
Engagement has replaced reach as the new metric. Quoting a GE marketing head, Neeraj emphasized that a campaign gets taken away like a signboard at the end of the day but a project that engages can last very long. He presented the Kraft Cheese recipe contest in the 'Real Women of Philadelphia' case that got mothers hooked. Kalula.com did an unofficial partner airline to grab traffic going to South Africa for the Soccer World Cup. One of their delightful promos was anyone called Sepp Blatter would get a free ride prompting people to change their names to get a free ticket. They even got a dog called Sepp and flew him free!
Winner: Sagar Palekar
Session reviewed: Rajan Anandan
The seminar did take some time to start.. But was a pleasant experience once he started talking...he gave a wonderful explanation of the demographics of the users in India.. He gave fantastic examples and provided wonderful numbers for Youtube and explained how it can be an awesome online video platform to engage with users and advertise in an efficient way..
It was a very well laid out presentation to showcase mobile ads and audience buying as well..The most amazing concept that was spoken of was "remarketing"... That was just too good...
Youtube insights were a nice way to explain the tools that can be used to measure clicks...