Two of the case studies presented at Emvies under the Best Integrated Campaign category were for Idea Cellular and Cadbury Dairy Milk. One was to sell a claim, while the other was to create an occasion.
Mindshare was entrusted with the task of propagating an idea to help create a paperless world in a bid to save trees. This was to be done by facilitating the use of mobile phones, instead. This was not new for Idea as most of its communication highlighted issues - be it democracy or education. This one was to get people to think about how many trees are cut to produce paper and to imagine if none existed.
The proposition was to 'use mobile and save paper'. Mindshare had to amplify the idea, engage and convince the consumer and show them the way to do it at various touch points.
At cinema halls, people were encouraged to not make use of cinema tickets - instead, messages were sent to consumers' mobile phones with the ticket specifications. Printed menus in Café Coffee Day outlets were replaced with menus on mobiles, which could be accessed by switching on the Bluetooth device on the mobile phones.
Besides, two big toll bridges - the Bandra-Worli Sea Link in Mumbai and the DND Flyover in Delhi - printed no toll receipts for a day. Receipts in the form of messages were sent to commuters.
On television, Mindshare tied up with channels such as UTV Bindass, 9X and Nick to create awareness. On Bindass and 9X, ideas were invited from the youth on how paper could be saved. Nick, the kids' channel, organised a Nick Big Greenathon.
As a result, more than 6,000 people saved paper by not using paper receipts at toll bridges (as claimed by the agency). 700 people availed of mobile tickets. 82 per cent of awareness of the activity was registered among the youth. Overall, on the day of the activity, 10 million sq. cm of paper was saved.
How they did it? With the help of 18 national TV channels, four radio stations, four national banks, five dailies and seven corporate companies, who rejoiced on pay day equivocally.
On the first day of the month, the agency created a medialogue that started from the time the consumer woke up till the time he went to sleep. The morning newspaper said, 'Khush Hai Hindustan Times, Aaj Pehli Tareekh Hai'. This was integrated with the masthead. STAR Plus said 'Khush Hai STAR Plus, Kuch Meetha Ho Jaye'.
Radio station IDs were changed in a similar way, 'Aaj Khush Hai Fever FM'. Offices such as Mid-Day distributed Dairy Milk to congratulate and wish employees on pay day. SMSes from banks informing about salary deposit contained congratulatory messages.
The agency claims that it was able to create magic on pay day by engaging 76 million people on the day. As a result of the activity, people's preference for Dairy Milk as a substitute for conventional sweets increased by 35 per cent, and 92 per cent awareness was generated through the campaign.