The digital category was ruthlessly monopolised; all four shortlists in this category belonged to media agency Mindshare. Mindshare presented case studies for brands Axe (Call Me!), Lipton Yellow Label (Stay Sharp Jigsaw Challenge), STAR Plus-Sach Ka Saamna (The world's first online lie detector-television's moment of truth on social media) and Idea Cellular (Use Mobile - Save Paper).
The phenomenon of Numberitis
This phenomenon was seeded in 22 Lee stores; outdoor space was used in 22 cities and four metros saw guerrilla activity. A cell phone number that men were encouraged to dial was given out and a girl at the other end of the line flirted with callers and gave them morning wake up calls/reminder calls.
Within three months, there were 44 lakh calls, of which 40 per cent were repeat callers. The Axe summer variant sold out within a month.
India's biggest online jigsaw puzzle
As a result of this campaign, the website received 1,86,756 registrations for the puzzle and one million visitors. The sales target was exceeded by 25 per cent in just two months. The innovation even made it to the Limca Book of Records for being the biggest online jigsaw puzzle.
Result: The innovation had a viral snowball effect. Prior to the launch of the show, there were more than 1.2 million viral views; 27 viral views per minute and a total of 16,000 hours of user engagement were recorded. The online petition against the official ban on the show was signed by more than 45,000 people. Post-launch, the show recorded TRPs of 3.4, which was double that of competing shows in the same time slot.
Use Mobile, Save Paper- What an Idea, Sirjee!
Similarly, paper movie tickets and paper receipts were replaced in cinema halls and on the Bandra-Worli Sea Link/Noida Toll Bridge, respectively. Patrons could show a pre-received SMS instead.
Result: Three lakh CCD customers were reached, 750 movie tickets were replaced in one night and six sq. cm of paper per person was saved at the toll booths. In all, 6000 people used the paperless tickets within just three hours on the Sea Link and 10 million sq. cm of paper was saved.