Emvies 2005 has definitely taken the challenge of the awards a level higher as far as the presentations -- written and case studies -- are concerned. Now with judges left to take a call on who excelled in idea and its presentation, industry awaits the results with bated breath.
Experts from different disciplines of the industry ensured that they took every measure to impress on the judges the uniqueness of their ideas and what it attained to do. The highest case study presentations were from MindShare. Vikram Sakhuja, MD of the agency, said, “The very fact that there are so many entries from MindShare alone goes on to show the kind of differentiated work that has happened. Emvies has grown with every year and we are looking forward to this year’s results as well.”
Some interesting work from MindShare was seen in entries like ‘Reconnecting with the youth’ in the Best Media Strategy category. The team threw more light on the three-tier strategy revolved around rapid awareness, effective communication to convey the change and activation. Thus, roping in noted commentator Harsha Bhogle, the ‘Woo the world with your mouth’ took off nicely, with an activation plan for smile, speech and song.
For Horlicks, Mindshare discovered that investing in television for sales was not yielding desired results. So investment in non-TV options was increased by 2.5 times, which worked very well. Using non-conventional modes like festivals and contests for ‘most spirited kid’ seemed to go well for the brand. Moreover, since the idea was built around ‘Celebrating spirited childhood at home and outside’, the act was perfect.
The second largest entries have come from Lodestar. While discussing the launch of Marina, Arpita Menon, GM, Lodestar, explained the challenges were really big before the team – Indians wary of the concept of station wagons, less than satisfactory sales till date, and a sky-high target of 6000 units given by the client. However, Menon said, “The use of Mediagraphics, a proprietary media tool of Lodestar, enabled to use various media options very prudently and outsold the competitors achieving a high sales figure of 800 cars in the first month itself.”
Nandini Dias, VP presented ‘Club Mahindra’ case, where she dwelled on the efforts towards innovation in Direct Marketing. The agency used Rajdhani as an active and interactive promotional medium, setting an example of in-train direct marketing.
Lodestar Media used the line ‘Unlike other cars, the Scorpio talks’ while describing its unique press advertisement that had an audio element. The entry contested for the award in the category ‘Best Media Innovation – Press.’
“It has been a great year for us,” said Shashi Sinha, President, Lodestar, “We have had a good run in the Emvies so far and we are looking forward to this year’s verdict” As for what are his expectations, he replied, “Fingers crossed!”
Some of the other case studies, which kept the audience hooked were Nirvana Plus from Madison. While presenting the plan implemented for this case, team Madison claimed, it broke certain myths. Despite not investing heavily in mass media, the response per spot increased by 62 per cent and the cost per response fell by a whopping 73 per cent. Moreover, the team succeeded in breaking the myth that off time on weekdays should not be preferred for male audience, and the results reflectd that dependence on weekends fell from 46% to 25%. The weekday non prime slot increased from 9 to 24.
Starcom dealt with a very debatable issue – that of evaluating how effective a copy really is and O&M took the credit of delivering an arty campaign for ‘Hutch Classic.’ With recreating sets of yesteryears’ era and bringing in Farooq Sheikh to host the event, the campaign reflected a fine blend of art and culture – so very relevant for the objective.
rmg david presented its ‘out-of-box’ thinking through its entries for clients WWF and Singapore Tourism. While for the former, rmg david used the idea of painting spots on a tree making it seem like a giraffe– conveying the thought that you never just kill a tree, for Singapore tourism, rmg david lit up back surfaces of theatre seats with glow stickers having animal signs to give a feel of being in ‘Singapore Tourism Park’ while in India.
Media innovation (Cinema) category saw two entries, one each from Maxus and Mindshare for the clients , Brittania Fifty Fifty and Kodak respectively. While the storyline of Mujhse Shaadi Karoge gave an excellent chance to involve the element of doubt and hence fifty-fifty, Kodak capitalised on the surprise element in ‘Hum Tum’ – Abhishek Bachchan and converted a special scene of the flick into ‘Kodak moment’.
Media Innovation (TV) category saw an entry from Mindshare for promotion of ‘Lux’ through the popular soap – ‘Kahin to hoga’. A total of 12 consecutive episodes carried indirect form of promotions for Lux and the campaign ‘Lux- mujhme star jagaye' became familiar for the audience too.
Media Com presented its entry for the ‘Indian Idol’ promotions in the category ‘Best Media Innovation – Press’ through post-it notes, succeeding in developing a personal touch with the target audience.
Emvies on a whole hosted an event that encompassed all categories of excellence done in the field of marketing and advertising. With all contestants keeping their fingers crossed, avid aficionados would find it hard to wait till the grand finale kicks off.