The Think Digital conference, organised by Google at ITC Lower Parel, Mumbai on April 30, invited a few interactive and traditional agencies to showcase their digital advertising works which won awards at Goafest 2010.
The agencies which presented their entries were OgilvyOne Worldwide, Tribal DDB, Experience Commerce and Publicis Communications.
Harshad Hardikar, vice-president and Vinay Venkatesh, associate creative director, OgilvyOne showcased the agency's work on the Vodafone Zoozoo online campaign carried out on Facebook. The agency won a bronze award for the same at the recently concluded Goafest 2010.
The agency revealed that the brand page has about 4.5 lakh Facebook fans, of which 3.5 lakh members joined the brand page in 2009, during Indian Premier League Season 2. About 6,000 bloggers discussed Zoozoos on their blogs. More than 2 lakh download demands were received for mobile related Zoozoo applications.
Maiti said, "When the new Mitsubishi Cedia sports car was launched, Hindustan Motors wanted to reach out to its target audience and engage them in conversations around 'a long drive'. This vision led to the creation of 'The Great Driving Challenge', whose idea was to appeal to workaholics to take a break from their daily grind and escape on an all expenses paid 10 day trip in a brand new Mitsubishi."
A website, Greatdrivingchallenge.com, was created, where each participating team (two members) were required to submit their applications and details about their presences on social media platforms such as Facebook and Orkut.
The top three entries were selected based on votes, blog posts and audition rounds with judges.
Three finalist teams won free 10 days 3000 kilometres trip on Mitsubishi Cedia sports cars. The finalists were asked to post and update their daily experiences through a minimum of five still photographs, one video and five blog posts. The teams were equipped with high speed data cards, laptops and cameras to enable them to upload blog posts, pictures and videos during their trips.
To get applicants, Hindustan Motors decided to break the campaign in print first and opted to delay its online promotion. Maiti added, "Sure there is a loss of conversion opportunities from print to the Internet but we bet on the fact that the print campaign would result in a higher quality of conversion from site visitors to actual sign ups." The print ad was designed by Contract Advertising.
The company received 5,000 sign ups or applications within a few days and more than 18,000 sign ups in all. The site received about 6.5 lakh unique visitors and 69 lakh page views in a month. More than 3.2 lakh votes and 13,000 testimonials were received.
Dinesh Swamy, associate creative director, Tribal DDB, presented its work on Reliance GSM banner ad campaign, titled Go for it, which was carried out to create awareness and inform users about the launch of Reliance GSM services in 2009. The banner campaign won two silver awards in Rich Media Banners and Mobile Integration categories.
Swami explained that the agency developed a web and mobile integrated banner, which enabled a user to make a two minute free phone call to a friend between 9:00 am and 9:00 pm. The user was required to enter the friend's name and mobile number, apart from his/her own details inside the banner and press 'call now' to connect with the friend. In the back-end, a click on 'call now' was routed to a server, which dialled and connected the two mobile numbers. He revealed that about four lakh calls were executed through banner ads.
A simple learning from the award winning work showcased at the Think Digital conference is that engagement driven campaigns work better for brand building purposes.