Idea's 'Use Mobile Save Paper' campaign goes digital

By afaqs! news bureau , afaqs!, Mumbai | In Digital | April 05, 2010
Idea's partnership with Tribal DDB India is an initiative to create online communication to bring awareness about the 'Use Mobile Save Paper' campaign

To take its 'Use Mobile Save Paper' campaign to the digital space, Idea Cellular has tied up with Tribal DDB India. The online communication gives a more interactive spin to the campaign.

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Dinesh Swamy, associate creative director, Tribal DDB India explains, "Idea wanted to broaden the campaign in the digital space with a fresh look and feel. Hence was born - an entity that merged the physical and virtual world. The creation became a perfect blend of idea, art and technology."

The concept centres on the experience of growing a virtual tree, and the website takes users through the various stages of a tree's development and growth.

Here's how the campaign works. After a registration process, users receive a seed, which they have to nurture into a healthy, full-grown tree. Users do this by performing simple tasks, such as sending free SMSes via the website and sharing the site with friends. Users who grow the maximum number of trees are eligible to win BlackBerry phones everyday.

"Our challenge was to create an online design that would spread the message and create memorable experiences for the users. The numbers suggest that within 20 days of the campaign, more than 8 million people have visited the site and a whopping 13.3 million SMSes have been sent via the website," says Max Hegerman, president, Tribal DDB India.

The results of this campaign show that the site has received 8,093,104 visitors and 2,500,599 participants. In all, 13,378,900 SMSes and 1,613,896 emails were sent through the website.