Emvies 2010 has been witnessing frenetic activity with the commencement of the case study presentations. Organised by the Ad Club of Bombay, the Emvie Awards this year has seen a total of 66 case studies making it to the shortlist.
The first round of presentations was held in Mumbai on August 12, 2010, where 33 case studies were presented. Day 2 saw the second set of 33 case studies being presented on August 13, 2010. The winners would be announced at a grand ceremony on August 27, 2010.
The first category to be presented on the second day was Best Media Strategy - Consumer Products. There were four shortlisted case studies in this category. The first one was presented by Mindshare for its work on Quaker Oats, which was followed by Mediacom for its work on Gillette Mach 3 - W.A.L.S. (Women Against Lazy Stubble). Mindshare again presented a case study on Dove Shampoo, while Lodestar UM’s work for the launch of Garnier Light Eye Roll On - Wake Up to Garnier’s new innovation Light Eye Roll On got it a nomination as well.
Best Media Strategy - Consumer durables was the next category and there were two presentations in this category – the first done by Mediacom for the launch of Volkswagen - Driving top-gear to India; and the second one was by Maxus for Nokia, where they launched a music handset without a TVC, and had called it the ‘Zero TVC Approach: How Zero Yielded 1 Million’.
The next category was Best Media Strategy - Services and there were six case study presentations under this category. Mindshare presented the first case study for Tourism Ireland, called The Amazing Race to Ireland to promote Ireland as a holiday destination. Maxus was next in line to present a case study on Vodafone involving the very popular ZooZoos, called The Power of One, while Lodestar UM presented a case study for Tata Docomo, called ‘Create’, where users could create their version of the Docomo jingle. The second case study presented by Maxus was for Vodafone again, which was very creatively titled ‘Thank You Mr Steve Jobs!’, which was for the roadblock activity done during the IPL championship. Lodestar UM was back again, this time presenting a case study for Tata Photon to highlight its proposition of speed. The presentation was done by Maxus for Vodafone about its Caller Ring Back Tones.
The last category to be presented in the first half of the day was Best Media Strategy - Media/ Media Property and there were three case studies in this category. Mudra Max presented a case study for the movie ‘Paa’ and for Auro (the film’s main protagonist) giving commentary for a match. Maxus presented a case study for the Indian Premier League and its print innovation for HT, and finally, Mudra Max presented its case story on ‘3 Idiots’ during its national launch.
Emvies 2010: Day one of case study presentation over; Day two kicks off on Aug 13
Emvies 2010: Round 1 judging on a roll; record 397 entries received