If one may have thought innovations and ideas are the jobs done by creative agencies, think again! The Emvie Awards 2010 case-study presentations were all about media innovation and its effectiveness. The case-studies presentations decide the final winners of the Emvie Awards.
Organised by the Bombay Ad Club, the Emvie Awards, also known as Emvies, recognises outstanding media initiatives developed over the year gone. This year, a total of 66 case studies made it to the shortlist. The presentations of these case studies have been covered over two days -- August 12 and 13, 2010. The winners would be announced on August 27, 2010.
The first round of case study presentations was held on August 12, 2010 in Mumbai. The house was packed and charged energy with young media professionals enthusiastic about their agency’s work.
The first round of judging for the case studies saw jury members such as L V Krishnan, TAM Media Research; Sanjay Tripathy, HDFC Standard Life; Ajay Kakar, Aditya Birla Financial Group; Mitri Kumar, HSBC India; Suparna Mitra, Titan Industries; Vinay Bhatia, Shoppers Stop and more eminent personalities.
Interesting Works across Categories on Day One
Kicking off the first round of presentation was for the category ‘Best Media Research’. This category saw four shortlisted entries. These included Pepsico India Holdings ‘One Plus One Equals Three’-Finally, a way to measure the ‘Multiplier effects’ from Mindshare agency; PcP - Purchase Cycle Planner from OMD India agency; Sponsorship Evaluator - A Tool to predict performance of programming properties on television from Lodestar UM agency and Mediker Natural - Lice, Damned Lice & Statistics from Madison Media Infinity.
The next category ‘Best Media Innovation – Print’ had six entries shortlisted. These had two entries from MediaCom India for its work on Volkswagen brand and Volkswagen Polo launch in TOI; Mindshare with two entries for Surf Excel and Idea Cellular Ltd; Mudra Max for Reliance Mobile - Network in Your Paper and Maxus for Indian Premier League - World's first print advertising through co-creation.
This particular category showcased case studies in terms of print innovation thus creating marketing effectiveness for the brand. For instance, Volkswagen had created a roadblock with TOI for its mass launch and created influential impact in the consumers. Similarly, Mudra Max briefed its case for Reliance with showcasing the network icon merged with the content of the publication without disturbing the editorial piece. As for Maxus, the agency created eight different campaigns in one single edition across the publication for IPL.
The third category included Best ‘Media Innovation – Direct Marketing’. This category had only two entries shortlisted that included Lodestar UM for ICICI Group Global Private and Madison Media Infinity for Cadbury Dairy Milk – ‘Khush hai har office aaj pehli tareekh hai’.
Six shortlist entries came under ‘Best Media Innovation - Ambient Media / Out of Home’. They were Ogilvy Action’s Castrol India (Castrol GTX) - Castrol GTX Relaunch Activity; TELiBrahma’s Toyota Fortuner; Mindshare with two entries for Domex activity in Indian Railways and Idea ; Mudra Max’ two entries for HBO - Vampire Mirrors and National Association for the Blind - May I Help You.
In this particular category, Mudra Max showcased a very innovative case study where a visually impaired girl did the presentation. The presentation was showcased in Braille, posing the idea that even visually impaired individuals can be of help to a normal person. Their case involved an ambient activity, which was carried out in restaurants where the menus were distributed in Braille script and where in a visually impaired person helped the customers taking their orders.
Mindshare’s work done for Idea cellular for the brand promise of coming alive, executed through the thought of paperless world, was also on similar lines. The case study involved paperless ambient activities, carried across different touch-points that included travel, leisure and entertainment. It included ambient activity at Worli Sea Link and Noida toll bridges of getting their toll tickets on mobile instead of paper tickets. The brand had tied-up with various coffee shops by activating bluetooth on the mobile, and placing and paying for orders on mobile.
Under ‘Best Media Innovation –Digital’, there were four case study presentations. Mindshare dominated this category with all the four entries. In Best Media Innovation-cinema has six entries that were shortlisted. They agencies that made to the shortlist for this category were Maxus with three entries for Vodafone and Nokia; Mindshare for Godrej Appliances Range with a tie up with Aladdin Movie; Lodestar UM for Fortis Hospital and Motivator for Havells.
‘Best Media Innovation’ – event showcased five entries for case study. They included Mudra Max with two entries for National Association for the Blind and Wrigley's; Madison Media Infinity for Tata Tea - Vrath Yatra; Mindshare for Brooke Bond Taj Mahal and Maxus for Red Bull.