DDB Mudra Group launched an integrated campaign for Mother’s Day, which fell on 11 May. The online, SMS and OOH campaign was executed to surprise mothers of employees across offices.
The OOH campaign was targeted at mothers who don’t live in the same city as their children. Hoardings were picked in the city where the mother resides, and a special message by the DDB Mudra Group was posted, thanking her ‘for bringing up a star’. Promoters brought the mothers featured to the hoarding location. Videos of their reaction on seeing themselves on the hoardings have been captured.
Sonal Dabral, chairman and CCO, DDB Mdura Group, said, "At DDB Mudra Group it's always our people before profits. We owe our success entirely to our people. We also believe that much of what they are today is because of their mothers so we decided this is one day we must use all our creativity to thank the great ladies for it."
Rita Verma, organisation development, DDB Mudra Group, added, “We realised that a lot of our employees live far away from their homes/moms and having the best outdoor agency in the country, we wanted to make the most of this special day, by putting up hoardings in the location of the moms residence. All our social media assets are not just utilised to showcase our work and spread the good word, but we also see it as a very effective employee-engagement platform, and we will continue to do so.”
The online campaign straddled the agency’s Facebook, Twitter and LinkedIn pages, populating them with pictures of employees and their mothers. Personalised messages from the employees to their mothers were posted. The agency also used the SMS channel to deliver messages.
Neeti Nayak, corporate communications and public relations, said, “With the IT team and the DDB MudraMax team led by Aneil Deepak, we ensured we didn’t miss a single step, from getting every single SMS to pictures, to videos. The execution was flawless.”