Digital-led campaigns that pushed boundaries in 2018

Experts choose some of the outstanding technology and digital-driven campaigns of the year gone by

e4m by Venkata Susmita Biswas
Published: Jan 2, 2019 8:00 AM  | 3 min read

A common refrain among industry circles is that digital work is being held back by the TV-first attitude of brands and mainline agencies. Leaders of digital agencies often say that brands need to “think digital first” and beyond social media posts or bumper ads. The real need is to think “technology”, they feel.

In 2018, brands along with leading Indian digital agencies made it a point to bravely explore new concepts, pushing the envelope further to create path-breaking work.  

As we step into the New Year, here is a look at the digital campaigns that impressed the best in the industry. 

Sidharth Rao, CEO and Co-founder, Dentsu Webchutney

Project Revoice: Pat Quinn, founder of Ice Bucket Challenge, was affected by ALS and lost his voice to the disease. Project Revoice gave it back to him and his loved ones, with AI. To recreate his voice, BWM Dentsu took excerpts from his various speeches and used the power of AI to enable conversation. This goes a long way towards proving that almost nothing is impossible in today’s world. It gives a renewed sense of hope to patients and their families. In an era that is afraid of AI taking over the world, this project makes a unique statement about how AI can be used for truly humane purposes. 

Rohan Mehta, CEO, Social Kinnect

For me, it will have to be the Watch Now Buy Now campaign that we conceptualised and executed for fbb. India’s first-ever interactive shopping experience, the Watch Now Buy Now fashion show brought runway fashion straight to the screens and fingertips of customers. As the event went live, customers could watch the fashion show and purchase the showcased looks at the same time.

The video streamed live on and as the models walked the ramp, the icons of their outfits flashed next to the models so that people could buy in real time as the fashion show proceeded. To make this show truly grand, we tied up with fashion icon Malaika Arora and youth heartthrob Kartik Aaryan for spreading the word about this novel phenomenon.

Rajiv Dingra, Founder and CEO, WAT Consult

Good Vibes Project was one technology-led campaign/solution that stood out for me in 2018. I think it used haptic feedback, which is part of smartphones and tablets, in a unique way. It’s use of technology; the ability to solve the communication problem for the deaf and blind communities and its overall applicability on a global scale.

Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media

The Samsung Bixby voice assistant campaign stood out for me this year. The fact that the campaign was based on a real-life story showcasing the use of technology to help a daughter preserve her mother’s voice really got my attention. The brand dared to take an unconventional step and tug at the heartstrings of viewers with this story of a daughter preserving her mother's voice as she has Motor Neuron Disease (MND) which slowly takes away a person's ability to speak and move. When technology and marketing go beyond the ordinary to touch people’s heart, it is a definite sign of a successful campaign. 

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