A look at the best and most innovative campaigns of 2013.

1. Innovative Digital Ideas launched in 2013
Nov 29, 2013

2. Content
•
Scan on Innovative Campaigns in the Digital Space.
– Ad Formats
– Communication Routes
– Executions

3. Siemens – “On the Dot” Brand Story Telling
On YouTube

Background
 Demonstrate the success of Siemens Technology
Globally.

Objective
 Task to highlight the technologies developed by
Siemens.

Video
Approach Taken For India market
 Story built on Mumbai Rail Network, the
Dabbawala’s and what’s the force behind their
precision.
 Their expertise towards developing the propulsion
and electrical systems, powers Mumbai Rail and
therefore, Dabbawala’s to manage the food supply
chain.

Platforms – YouTube and display ads.
Youtube brand channel - https://www.youtube.com/user/Siemens
Global Scale – YT channel is a Global channel.
 The Siemens brand channel on YouTube is well laid out and
brings together similar brand stories from their operations
across the world.
 The channel also has thematic, corporate and solution
specific videos from across verticals. The central carousel
highlights key content.

4. Ford EcoSport – Urban Discoveries
On ground + Online Tie-up

Background
 Ford Eco Sport is being projected as an Urban SUV
with loaded features for city driving experience.

Objective
 How to get users to share their driving experience
through video content by creating real and local
conversations.

Website - http://ecosportdiscoveries.co.in/
Approach Taken –
 Launched a Contests – Ford EcoSport – Urban
Discoveries
 31 teams (3 member team) exploring 12 cities in
India.

Youtube channel - http://www.youtube.com/ecosportdiscoveries

The team had to share their experiences in the form of
videos, chats.
Highlights – to make the shared content viral, Google
maps, Twitter and Facebook were also integrated on the
YT channel.

5. Dove – Real Beauty Sketches
On ground + Online Tie-up
Video

Background
 Women are their own worst beauty critic.

Objective
 Dove took up the challenge of building positive selfesteem and inspiring all women /girls to reach their
potential.

Approach Taken –
 Only 4% women worldwide consider themselves
beautiful.
 Dove wanted to change the way women perceived
herself to be.
 They launched a social experiment that proves to
women something very important.

Real Beauty content integration on Yahoo Lifestyle.

6. Yebhi – Introduces Virtual Shopping Wall
OOH & M-Commerce


Objective
 Be visible at the right place and show real return on every
Rupee invested.

Example 2 – Tesco in Korea
http://www.skipedia.co.uk/2012/09/tesco-korea-increase-onlinesales-by-130-with-qr-campaign/
Background
 Differentiating E-Commerce retailers in India.
Approach Taken
 Yebhi.com introduced a Virtual Shopping wall at 30 CCD
outlets in Delhi & Bangalore.
 Advantage – each access to information and digital
experiences to tech savvy target audience.
 The user had to use NFC tags or QR codes to browse
through the range at Yebhi.com.

Platforms – OOH & M-Commerce (Smartphones)

7. Lifebuoy’s – Help a Child reach 5
On YouTube

Background
 Invent new health centric campaign.

Objective
 Lifebuoy known for a hygiene and handwashing wanted to
step further into CSR territory.

Challenge (differentiator)
 Nearly 2 Million children die before the age of 5 due to
infections and can be prevented by propagating cleanliness
beginning with a simple act of washing hands.

Approach
 Launched a 3 min ad film – “Help a Child Reach 5”
 Social Media and Video Campaign on the web.
 They do have an app on Facebook that gets fans to
take a pledge to spread the word.
 Twitter hashtag #helpachildreach5, but not so active.

8. Tourism Australia – API & Custom’s Solution
On LinkedIn

Background
 Who You Think Deserves a Break? The
concept was conceptualized by LinkedIn

LinkedIn’s Objective
 Find an advertiser who’s business model
appropriately suits the concept.
 Advertiser who believed in concept – Tourism Australia

Approach
 An API Solution where users can nominate
professionals in their network for a “Break in
Australia”.
 The user nominating can also select a
destination.
 The nominated users have to get votes from
their network and 2 such contenders with
highest no. of votes get an all expense paid trip
to Australia.
Recommended For –
Santoor – Discover a Real Diamond (idea presented),
Was proposed to Club Mahindra.

9. Once Again – The Tagging Drive
On Facebook

Background
 Bangalore based NGO – Once Again noticed the
passion amongst the young guns to create a
difference to their surroundings.

Objective
 Involve people in the cause and making the act of
donating fun and engaging.
 The challenge was to accomplish this with no
budgets in hand.

Approach
 Tagging Drive was initiated – an online donation
drive on FB and was the platform was used
extensively.
 The volunteers tagged their friends old pictures
with a msg - You’ve been tagged to remind you that
someone, somewhere needs your old stuff more than
you. Please donate.”
 On a click – the users were directed to Once Again
FB page and by end of the activity they collected
over 10k items for sale.

What it delivered
 The underprivileged were able to access goods
they couldn’t afford otherwise. The monies
generated from the sale of these goods increased
by 462%, which is being recycled to support its
activities.
www.facebook.com/onceagainbangalore

10. Dove – Secret Diary
On Youtube & Facebook

Background
 Launch of new Dove’s Hairfall rescue treatment
product.

Objective
 Reinvent Dove’s YouTube page and engage users with
content around Hairfall rescue Therapy tips – Dove
Hair Therapy Secret Diary.

Approach
 The Hairfall rescue treatment was pitched to users as
the new dove secret formulation to strengthen roots in 2
weeks.
 Blogger activation program was created by Dove.
 YT hosts professionally recorded videos from 6
shortlisted bloggers who take us through their stories of
how they benefitted from the new Dove formulation.
 FB ensures that there is participation and user
engagement through the stories bloggers and answer
few questions.
 Winners are gifted with Dove Beauty Kits & Bags.
Facebook Application
Facebook

11. Mahindra Spark The Rise – Branded Program Update
On Economictimes

Background
 Mahindra’s Initiative to Inspire creativity and Power to
change.

Objective
 Encourage users to Ideate and come up with Ideas
which would bring in change in some way.

Approach
 Special co-branded section was created on ET & Yahoo .
 Channel brings togther curated thematic content from
ET including articles and also brings together some
content from Mahindra Rose website.
 From posting of ideas to call for new entries for Spark
the Rise contest was also hosted.
Recommended For –BASF
http://www.poweringbrands.com/2012/08/yahoo-india-news-and-mahindra-mahindra.html

12. Google Launches Android in Collaboration with Nestle Kitkat
On TOI & Youtube

Background
 Android Launch by Google..

Objective
 Communicate the launch in an interesting way and the
team decided to name the next version after the
favourite treat Kitkat.

Approach
 Google launched Android in collaboration with Nestle
Kitkat
 Augmented Reality was applied to the innovation –
Print to Mobile interaction where Android turns into a
Kitkat cholcolate.
 Secondly, the users had to look for a Kitkat chocolate
bar s featuring Android Robot.
 In turn giving a chance to users to win Nexus 5.

13. Club Mahindra – Rich Media Watch
On Yahoo
Homepage takeover

Background
 Club Mahindra’s revamp.

Objective
 Launch through popular innovative properties across
various digital platforms.
Approach
 Club M dominated the space with front page
innovations – yahoo, msn, toi. FB logout was also a part.
 The key factor in communication – was to bring alive
the Happy, Joyous moments when members take Club
M vacations.
 Users could flip through the pages of a travel picture
book and view imagery, information, traveler
testimonials and brand video.


14. Kotak Mahindra Bank – Salary2Wealth Account Promotion
On LinkedIn
LinkedIn

Background
 Kotak Mahindra’s salary bank account

Objective
 How to get users (leads) who have either got a
promotion or have made a switch. (assumption is –
because of such a development, there are chances of rise
in the salary too)

Approach
 KMB used LinkedIn’s partner messaging saying Switch
Now & earn more interest.
 The bank was offering a higher savings interest rate
6%.
 Therefore connecting the thought of Salary2Wealth.

15. Thank You.
Happy Weekend 