2014 Nominees – Kyoorius Digital Awards

Kaan Khajura Teshan

admin — Fri, 23 May 2014 09:38:17 +0000

Innovative Use of Technology
Client		Hindustan Unilever
Brand		Hindustan Unilever
Agency		PHD India

Brief		The objective for Hindustan Unilever was to reach to the rural audience in media-dark areas of Bihar and Jharkhand where traditional media penetration is only 20%, in order to start creating share of voice (SOV) for their mass & rural focussed brands.
Solution & Unique Features		The consumers are educated about the activity through targeted Out Bound Calls. All one has to do is give a missed call to a toll free number and they would then immediately receive a call back from ‘Kan Khajura Tesan’ with per-programmed content that consisted of Popular Music, Hindustan Unilever Ad spots, Jokes and an RJ to host the show. Mobile was the sole source of entertainment for our TG. So we created Kan Khajura Tesan, a branded media channel that would provide free entertainment (via missed call) interspersed with HUL advertisements. We brought these consumers out of the media darkness and created the largest media channel in these states.

MTS Durga Pujo

admin — Fri, 23 May 2014 09:35:48 +0000

Innovative Use of Technology
Client		Shyam Sistema Teleservices
Brand		MTS
Agency		Brandmovers

Brief		Durga Pujo is the most awaited festival of West Bengal. One of the most significant aspects of the Durga Pujo is the competitive spirit among the Pujo organisers who strive to make their installation or ‘pandal’ stand out as most popular. MTS has always strived to act as an enabler doing something that will give back the ‘Power to the people’ in awarding the best Pujos across Kolkata.
Solution & Unique Features		The MTS Digital Pujo Awards is an online and offline integrated initiative for the best Pujo, Profiles were created by festival organizers, registering their pandals on www.MTSDurgaPujo.com Multiple MTS RFID enabled LIKE-O-METERS and booths were set up at the biggest pandals, These bands were linked to their FB accounts and could be used to vote by flashing it in front of the LIKE-O-METERS. The MTS Digital Pujo Awards distributed 20000+ RFID bands & 100 LIKE-O-METERS setup across Pujo pandals. MTS Facebook page received more than 1 lakh new likes during the 7 days of the Durga Pujo, serving over 9 million impressions on Facebook & over 5 million impressions on Twitter. MTS’s sales from West Bengal increased by 9% & post-paid data revenues increased by 15% within 1 month of the campaign.

Wasted Bin

admin — Fri, 23 May 2014 09:32:12 +0000

Innovative Use of Technology

Awards

Client		OML Entertainment Pvt. Ltd.
Brand		OML
Agency		Webchutney

Brief		OML wanted to encourage spirited fest goers at Bacardi NH7 Weekender to not litter, in an unconventional way.
Solution & Unique Features		Wasted Bin – ‘drunk talking’ dustbin. Spirited fest goers were encouraged by the bin to throw used cups inside it to watch it ‘get wasted’ with every cup and crack them up. Alcohol sensors (Breathalizers) inside the bin detected the amount of alcohol in each cup which was synced with a database of over 500 progressively ‘drunk’ dialogues. More cups fed inside the bin, ACTUALLY got it more drunk.

The Good Road

admin — Fri, 23 May 2014 09:27:29 +0000

Innovative Use of Technology
Awards

Client		Bangalore Traffic Police
Brand		Castrol India Pvt. Ltd
Agency		Ogilvy & Mather Pvt. Ltd

Brief		There are 130 million motorbike riders in India. Unfortunately, the lack of helmet usage results in nearly 90 bikers succumbing to head injuries each day. Cautionary advertising continues to be ineffective. To make motorbike helmets more appealing to the masses and ensure helmet usage while riding.
Solution & Unique Features		Using existing hardware, we engineered a simple piece of technology that recognises the presence of the helmet on the rider’s head and starts the bike. In other words, no helmet, no ride.

The Good Road

admin — Fri, 23 May 2014 09:26:34 +0000

Technological Innovation
Client		Bangalore Traffic Police
Brand		Castrol India Pvt. Ltd
Agency		Ogilvy & Mather Pvt. Ltd.

Brief		There are 130 million motorbike riders in India. Unfortunately, the lack of helmet usage results in nearly 90 bikers succumbing to head injuries each day. Cautionary advertising continues to be ineffective. To make motorbike helmets more appealing to the masses and ensure helmet usage while riding.
Solution & Unique Features		Using existing hardware, we engineered a simple piece of technology that recognises the presence of the helmet on the rider’s head and starts the bike. In other words, no helmet, no ride.

GOQii – Be The Force

admin — Fri, 23 May 2014 09:11:23 +0000

Technological Innovation
Client		GOQii
Brand		GOQii
Agency		Fractalink Design Studio

Brief		GOQii takes the concept of ‘quantified self’ and breathes new life into it. It is dedicated to enabling a permanent shift to a healthier lifestyle with the combination of advanced wearable technology, the world’s leading experts, personal coaches and karma. GOQii focuses on sustained engagement & goal reinforcement, using a powerful combination of technology and human connection.
Solution & Unique Features		Fractal ink was entrusted with creating a brand, which would cut across age, genre and geography and connect with its target audience. We were given a short time span of 4 months to create this brand, the interface on the device, the apps and the website as a complete package that spoke the same language and conveyed the same ideas as each other. The result was a design of a powerful ecosystem.

Download A Smartass Phone

admin — Fri, 23 May 2014 09:05:28 +0000

Integrated Digital Campaign
Client		MTS India
Brand		MTS Canvas Blaze
Agency		Creativeland Asia

Brief		The objective of MTS Download A Smartass Phone campaign was to use the launch of their new internet bundled smartphone Canvas-Blaze targeted at 16-25yr old download-crazy digital natives. It was an opportunity to create an engaging social promotional contest that got gadget freaks within the internet community to barter social currency in return for an opportunity to own the swanky new handset.
Solution		The idea of downloading something impossible, like a smartphone, was unbelievable but intriguing. This creative execution created a unique engagement platform for the brand. 72 hours of constant attention, engagement and social currency barter from the digital natives certainly gave a boost to our product launch.

Message Barter

admin — Fri, 23 May 2014 09:03:28 +0000

Integrated Digital Campaign
Client		The Akanksha Foundation
Brand		The Akanksha Foundation
Agency		Ogilvy & Mather Pvt. Ltd.

Brief		Akanksha, an NGO, needed teachers for its schools but didn’t have money for advertising. The brief was to increase awareness about this need and get more teacher applications. Audience – Akanksha’s recruitment drive is aimed at people who are educated and upwardly mobile.
Solution		We tried an experiment called ‘Message Barter’. Akanksha’s kids spread promotional messages for India’s biggest celebrities and asked them spread a message in return and tell millions of their fans that Akanksha needs teachers. We targeted top social media influencers in India with millions of fans, and used them to spread our message, essentially turning them into our brand ambassadors, for free.

Trick Track

admin — Fri, 23 May 2014 08:54:43 +0000

Mobile Interaction & Experience

Awards

Client		ESPN
Brand		X Games
Agency		Sapient

Brief		The X Games are watched by millions worldwide. But only a few of these viewers are skating, snowboarding, and action sports experts. Which means that—to most casual fans—the trick names called out during a run might as well be in a foreign language. Our challenge: decode the tricks of X Games so that casual sports fans could understand what they were watching and become bigger fans.
Solution		We created Trick Track, a feature of the new X Games apps which uses real-time data and 3D models to display an athlete’s run as it happens—listing tricks by name and giving fans a simple explanation of what they actually mean. Here’s how it works. An athlete executes a trick. The trick is mapped against a 3D model of the course. And users can then choose a trick to get an explanation.

MARD Application

admin — Fri, 23 May 2014 08:42:20 +0000

Mobile Apps
Client		MARD – Men Against Rape and Discrimination
Brand		MARD
Agency		Hungama Digital Services

Brief		With the overwhelming incidents of women harassment and rape, the need for a rescue app was imminent. With MARD, the rescue app would enable people to feel a little safer. The application focused on simplicity when it came to the user interface and interaction, while simultaneously triggering a series of processes from the back end.
Solution		When SOS button is tapped, the app automatically sends a message to the 5 emergency contacts which includes the victim’s geo-location. The app to send out an alert to other app subscribers within a 1 km radius of the victim, informing them of the victim’s whereabouts. And lastly, the app starts an audio recording that lasts upto 15 minutes and can be later used as evidence.