Why ad campaigns of Tata Motors, Dove & Nescafe won gold at ICMA 2017?
A look back at our prestigious winners of last year's Audacity e4m Indian Content Marketing Awards who won the gold for their exceptional brand stories
It is a fact well-acknowledged that great ad campaigns are often founded on deep psychological insights. The messages, delivered in novel and thought-provoking ways, increase the odds that they’ll be shared virally by consumers. Some great body of work that we witnessed at Audacity e4m Indian Content Marketing Awards 2017 just reinforces that. Here’s taking a look at the three campaigns that won gold at ICMA and why they made it!
The car that spoke- TATA Motors
This master-campaign made the cut in the Best Content Marketing Launch/re-launch category. And, for good reasons! Ever heard a car play a woman? This one did that and did it beautifully.
How they cracked it?
After TAMO, TATA Motors’ sub-brand, launched RACEMO, a two-seater, fully connected sports coupe, at the 87th Geneva International Motor Show, Jack in the Box Worldwide, in collaboration with TAMO, launched one-of-a-kind guerrilla activity to build intrigue and hype around the launch. The brief was to create tremendous hype and fan following for the car prior to its launch. However, they didn't reveal the name of the car, show the car, talk about the brand, or even reveal the fact that it was a car at all.
That response was Cemora – a girl who took social media by storm.The Internet was introduced to a girl named Cemora, who set out on a road trip, all by herself. She was a spunky, sassy girl who had no plans, no maps, just adventure on her mind. She Instagrammed the entire journey through pictures, videos, postcards sent to her friends and followers, each one in her own trademark style. The subtle spin to the campaign was that everything was shot from the perspective of the car and hints were dropped all along. Numerous pictures and videos were posted, besides the postcards. These were all shot and produced in partnership with in-house production company, Sniper, making this a truly integrated The 120 Media Collective initiative.
This campaign set a whole new industry benchmark. It gained thousands of followers on Instagram and Twitter and millions of likes, shares, comments, and video views.
This has been a one-of-its-kind campaign when it comes to scale and innovation. Done with zero media spends and despite of a challenging brief like this, this one garnered an out-of-the-box response. More importantly, we love how it made people fall in love with the car without showing the car at all.
Change the Rhyme - Dove
As we know, more and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amidst the clutter. And rightly, this piece of work by Mindshare India aced it in the ‘Best Content-Marketing in the Social-Media Platform’ category. Mindshare India had also bagged the coveted award of ‘Agency of the year’ at ICMA 2017.
How they cracked it?
Tapping into the insight that beauty stereotypes are seeded from childhood, Dove established a strong presence with the #changetherhyme campaign. As the challenge for the brand was to activate real beauty in India using local insights, its campaign celebrated beauty of a different kind. Featuring India’s women athletes training to the soundtrack of kindergarten children singing ‘Chubby Cheeks’, Dove fuelled a conversation about the unrealistic standards of beauty that society hands down to impressionable young girls. The content fetched the brand millions of views on YouTube apart from reams of user engagement.
The film rolled out by the brand uses the popular nursery rhyme, 'Chubby Cheeks, Rosy Lips…’, the spot draws a close observation of the verses that makes one wonder if this is the first seed of a singular beauty ideal that young girls are exposed to. The video ‘Is that You?’ and provokes the audience to question this singular beauty ideal.
The thought-provoking creative and how it questions the rules of beauty is brilliant. Here the message comes across as powerful and breaks the notion of how a woman should be. Furthermore, the insight of questioning and initiating a dialogue on why these ‘rhymes’ and who created them steals the show.
Dead Hour- Nescafe
This one bagged gold for not just Best Radio-led Branded Content but also the Most Audacious Campaign of the Year. As part of the brand's #StayStarted campaign, McCann told a story of Rishi, a radio jock of an early morning show–so early that no one is actually up to listen and give him a call. But as he drinks his cup of Nescafé, he comes up with a brilliant idea that turned things around. And as no one's listening to his show, it is a fitting venue to voice out a person's feelings, complaints, and hidden desires. That's how he finally got people to listen and call him.
How they cracked it?
The creative idea stemmed from the insight that the youth was bubbling with bottled-up emotions. They needed a platform where they could be honest and open without the fear of getting judged. The agency gave it to them in the form of Nescafe Mornings - India’s first ever dial-in show at 5.30 am, a dead hour for the radio industry.
The team tied up with Red FM to launch Nescafe Mornings. Through a TVC based on the RJ's life that ran extensively on TV and digital, a series of radio spots, and multiple posts on Facebook and Twitter.. The show reached millions of people across 4 cities.On average, the show received even more calls compared to shows in the early morning slot. As a result, it was extended to more cities across the country. Such has been the impact of the show that the sales of Nescafe large packs (habit packs) also increased. Running the show in the 'Dead Hour' gave the callers the freedom to say whatever they wanted to because they were assured that hardly anybody would be up listening.
The show was cleverly and deliberately placed in the 'Dead Hour' so that the callers could be open and honest without any fear. The timing of the show seems just perfect because it enjoyed little listenership but also because it was just the right time to have a steaming cup of coffee and established a brand connect beautifully and subtly while reaching out and being there by the consumers through their ‘blues’.
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