They were the ones who walked away with the Interactive Digital Awards at this year’s GoaFest, and they came together once again to reiterate why digital is the way to go in media at the ‘Think Digital with Google’ conference. Organised by Google India, the conference was held in Mumbai on April 30, 2010.
The event saw presentations from OgilvyOne Worldwide on ‘Creative use of Social Media - Vodafone Zoozoos’. Experience Commerce, a full service digital agency, made a presentation on ‘Online Campaign using Internet Media - Mitsubishi Cedia’; Tribal DDB India made a presentation on ‘Online campaign interactive - Orbit’.
Vinay Venkatesh, Associate Creative Director, OgilvyOne, presented the Vodafone Zoozoos case study, wherein he highlighted the importance of making the medium interactive for the customers by creating a two-way dialogue to build engagement. This apart, constantly refreshing the content had mainly kept the consumers going. “If you don’t update your content regularly, it won’t pay off,” Venkatesh pointed out.
“The result – 4.5 lakh fans and still counting, which is higher than any personality created in India ever. Zoozoos were the third most searched keyword on Google India, it was even awarded for effectiveness and creativity,” he added.
Sandip Maiti, CEO, Experience Commerce, spoke on ‘The great driving challenge - Mitsubishi Cedia’. This, Maiti said, was the story of how people fell in love with an idea. The success metrics were 5,000 applications from valid TG and significant volume of UGC on Cedia, he added. “We had given people a platform, we let them create videos, create travelogues and even made integrations with SMS. I believe, the reason the campaign was liked was because of the quality of UGC rather than just volume,” Maiti noted.
The takeaways from this presentation were the power of the idea, flawless execution, simplicity, transparency, being responsive 24x7, and spreading the buzz offline.
Speaking on the idea behind the conference, Savio Barretto, Marketing Manager, Google India told to exchange4media, “The idea was to celebrate the medium and in spreading the awareness and evangelising the medium through these ideas.”
Barretto also highlighted some of the key takeaways from this event – namely, if you give people reason to come online, they will come and bring their friends as well; offline creatives cannot be used online; online works because it allows customers to also be part of the campaign.