Four Indian advertisers recently bagged awards at the Internationalist Awards for Innovative Digital Marketing Solutions. The awards, instituted by the Internationalist magazine, are recognition that digital campaigns have changed the way marketing can connect with the audience, and involve winners from around the world.
The four Indian winners included Godrej’s ‘GoJiyo’ campaign by Customer Centria (Silver), Siemens’ ‘Dialogue Engagement’ by RK Swamy BBDO/ Digital Direction India (Silver), HSBC India’s IPL sponsorship on YouTube (Silver) and Maruti Suzuki’s ‘iSerial Stars’ by Lintas (Bronze).
GoJiyo is a 3D virtual world where users can interact with one another, creating an experience, which combines online gaming and social networking in the context of the brand in order to create a memorable engagement and help position the company as younger and more vibrant.
“Gojiyo is a perfect example of creating a highly engaging End to End Brand-Consumer experiential platform, where users can experience the brand in an immersive and social environment,” said CEO CR Vinay.
Siemens Dialogue Engagement
World Water Day and World Environment Day were chosen as the foundations for creating awareness. Siemens’ campaign focused on CSR, creating an eBook and a microsite in partnership with Web18 to focus on water conservation. A live chat on NDTV.com and an energy summit with Hindustan Times during the World Environment Week rounded out the campaign.
The ‘Dialogue Engagement’ campaign exceeded Siemens’ initial goals and has helped them assess the interest levels of its stakeholders for the next phase of the programme.
Sponsorship of the Indian Premier League’s live webcast
Given the popularity of the Indian Premier League, HSBC looked at capitalising on this in an affordable fashion. The company also wanted to establish an online presence for HSBC India, and so advertising on the live webcasts of the IPL telecast on YouTube meant that not only did it reach its target group, but also spread its online branding.
According to HSBC, “Instead of using conventional media like TV, we capitalised on the fact that India now ranks 4th in worldwide Internet usage and chose to advertise on this medium. The launch of an online HSBC-branded cricket game increased user interaction.”
India’s First Online Soap
Maruti Suzuki iSerial Star was a combination of online soap opera emerging out of a talent show. Each element of the soap – actors, directors, writers – were chosen through an online talent hunt on Ibibo.com.
The activity not only created tremendous buzz, but also built strong recall and interaction with Maruti Suzuki, as the videos received over 2 million views. People voted for their favourite writers, directors and actors and shared links, beyond the expectations of the advertisers.
The campaigns will be taught as case studies at Oxford University’s SAID School of Business as part of their marketing programme. Other prominent winners were Starcom Amsterdam, who won a Gold for their campaign on Samsung’s line of 3D LED TVs, while OMD New York won a Silver for their Frito Lays’ ‘Only in a Woman’s World’ campaign.