Guess who won the GroupM Asia Pacific Award for the best online campaign in the Asia Pacific region?
mOne India has won the coveted "Purple Head" award for the best online campaign for the Indian tourism ministry. mOne is a joint venture between GroupM and OgilvyOne.
The GroupM Asia Pacific Award was held last week in Bali where 18 countries had participated.
CVL Srinivas, managing director, Maxus, says, "We are delighted to get this award for the digital campaign as countries such as Singapore, Korean, Australia, Japan and China were also nominated for the award."
An excited, Tushar Vyas, business head mOne India says, "It was a great feeling to be recognised as the best among 18 countries in the region. It's needless to say that this has been possible because of our partnership with the Department of Tourism, India. "
The juries at the "Purple Head" award looked at the objectives set for the campaign, the challenges faced by the communication team, and the strategy and creative applications to achieve the objective.
While the primary objective of the online campaign - targeted at the international global traveller - was to establish the brand "Incredible India" and get the global traveler interested in the myriad options offered by India as a tourist destination, the secondary objective was to get the interested traveler log on to the Ministry of Tourism's official website — incredibleindia.org.
The online campaign turned out be a huge success and resulted in more than 10 lakh visitors to the incredibleindia.org website. There was a 1200 per cent growth in the page views for the website and the registration on the website for the newsletter grew by more than 100 per cent. The time-spend on the site also doubled after the campaign.
The platform used for this online campaign was news and finance portals in order to target the high networth traveler. Further, while informative travel sites were used to increase awareness about India, e-commerce travel sites were also used to inspire the travellers to add India to his itinerary.
Commenting on the campaign, Amitabh Kant, joint secretary, Ministry of Tourism, India, says, "The campaign was prominently featured in the PATA Gold Award ceremony. It helped generate consumer demand and enhanced traffic inflow as well as higher unit valuation for India as a travel destination."
The online strategy was integrated with the offline strategy, and mOne worked closely with OgilvyOne and MAXUS India to deliver a powerful campaign. Â© 2004 agencyfaqs!First Published : June 10, 2004