2015 Nominees – Kyoorius Digital Awards

Tresemme Red Carpet

jia yin — Mon, 25 May 2015 16:24:54 +0000

Branded Film Content & Entertainment
Client		Hindustan Unilever
Brand		Tresemme
Agency		PHD India

Brief		TRESemmé found that their TG looked to red carpet events like Cannes, the Oscars, Gloden Globes. BAFTA etc. for fashion inspiration.Unlike our competitors, we had no brand ambassador at these events, leaving TRESemme out of the surrounding conversations. We had to find a way back into the fashion chatter – so instead of having a brand ambassador, we schemed to hijack the red carpet itself.
Solution		To hijack the red carpet, we weaved in our own DIY hairstyle videos into the red carpet coverage of online fashion publishers, offering readers a chance to decode celeb styles – within the content they were already consuming.Through this, we reached 80% of our TG, delivered 30Mn impressions and uplifts of 97.3% aided brand awareness, 43% purchase intent & favorability.
Background		India has progressed a lot in the last few decades but still discrimination against the girl child is still a reality. Especially in Haryana, Rajashthan, Punjab and Uttar Pradesh.

Tresemme Red Carpet

gene loh — Wed, 13 May 2015 18:16:26 +0000

Branded Film Content & Entertainment

Awards
Client		Hindustan Unilever
Brand		Tresemme
Agency		PHD India

Brief		TRESemmé found that their TG looked to red carpet events like Cannes, the Oscars, Gloden Globes. BAFTA etc. for fashion inspiration.Unlike our competitors, we had no brand ambassador at these events, leaving TRESemme out of the surrounding conversations.We had to find a way back into the fashion chatter – so instead of having a brand ambassador, we schemed to hijack the red carpet itself.
Solution		To hijack the red carpet, we weaved in our own DIY hairstyle videos into the red carpet coverage of online fashion publishers, offering readers a chance to decode celeb styles – within the content they were already consuming.Through this, we reached 80% of our TG, delivered 30Mn impressions and uplifts of 97.3% aided brand awareness, 43% purchase intent & favorability.

A Perfect Kidnapping

gene loh — Wed, 13 May 2015 18:13:20 +0000

Branded Film Content & Entertainment
Client		Pernod Ricard India Pvt. Ltd.
Brand		Royal Stag
Agency		River Advertising

Brief		Royal Stag Large Short Films, India’s most unique online platform for short films, celebrates the power of authenticity. Its rallying cry is ‘keep perfecting’. Acclaimed directors like Anurag Kashyap, Sudhir Mishra and others have created original content specially for this platform. This time, the brand wanted to inspire unknown, budding directors to share films which are original and inspiring
Solution		We urged people to not just share their films, but also be original in storytelling. So we created a film which took a typical movie scene, in this case a kidnapping, and turned it over its clichéd head. The film rids the scenario of its clichés and perfects the scene. Thereby urging filmmakers to keep perfecting for the sake of originality. Because only the most original ones make it large

Gillette Foamie

gene loh — Wed, 13 May 2015 18:04:12 +0000

Digital – Direct Response
Client		Procter & Gamble
Brand		Gillette
Agency		BBDO India

Brief		Drive equity by glorifying the Gillette values of inner steel through Role Models and the father-son relationship. The Target Audience:The TA was drawn from existing consumers The Strategy:Gillette, as a brand that inspires men to be the best that they be, decided to help bring Indian fathers and sons closer.
Cultural Context		Fathers are their son’s first role model. But unlike the west, in India, the father son relationship is more formal and restrained. They share very few moments of emotional bonding, unlike mothers and sons. But the one father-son moment that is timeless and can’t be taken away from their relationship even when sons grow up is the time when a father teaches his son how to shave for the first time.
Mobile Operating System		Android and iOS
Solution		On Father’s Day, Gillette inspired sons to celebrate their first role model, their fathers, with the timeless father-son ritual of the first shave with ‘Foamie with Dad’ (a selfie of a father and son harking back to the day that a father thought his son to shave). The campaign was launched on father’s day through print and social media.

MTS BitTorrent Baby

gene loh — Wed, 13 May 2015 17:56:12 +0000

Digital – Direct Response
Client		Systema Shyam Tele-Services Pvt Ltd
Brand		MTS India
Agency		Creativeland Asia

Brief		MTS was launching their 3GPLUS network. To communicate we had a 70 sec spot set in a labour room that showed a new born baby take charge of his own birth. Our task now, was to market this content (TVC) to digital natives and evoke a direct response (sharing and recommending this brand message to their peers) from them.
Mobile Operating System		Bittorrent Clients on Mac OS, Windows OS
Solution		Since our TG were the digital natives, to launch the film we took it to a place where no advertiser had ventured before. Instead of using conventional banners, pre-rolls and social media posts, we launched the 70sec spot as a ‘BitTorrent’ file. The single file was uploaded to the torrent community. It started a snowballing reaction of shares and features that super-seeded our desired outcome.

The New Art of Email Storytelling for Better Performance

gene loh — Wed, 13 May 2015 17:49:28 +0000

Digital – Direct Response
Client		BookMyShow
Brand		BookMyShow
Agency		Kenscio Digital

Brief		BookMyShow is India’s Largest Entertainment Centre for Movie, Concert , Event & Theatre tickets. The campaign was designed to address the challenge of Feeble persuasiveness existing email campaigns. Their requirement was to ensure better visibility of the promotional Emails thereby creating sense of urgency on subscribers’ mind to book the tickets immediately
Cultural Context		There are basically two predominant decision making factors pertaining to movie watchers in India: a tendency to make decision based on movie review/ratings (Generally termed as ‘Word of Mouth’) and secondly Impulsive Decision Making. The campaign was focused on addressing these two issues for better Customer Engagement.
Mobile Operating System		All the Emails were responsive designed
Solution		A single platform Real Time Personalisation (RTP) was deployed to treat all challenging joints. This multi-featured platform is an innovative on-the-fly assembly technology that allows accomplishment of multiple content adaptation tasks simultaneously. During campaign there was a 5% increase in conversion as compared to earlier campaigns.
Client Testimonial Video		https://youtu.be/zy8rToz4fkE

Reverse Bang Bang Dare

gene loh — Wed, 13 May 2015 17:43:04 +0000

Digital – Direct Response
Client		Encompass
Brand		Bedbathmore.com
Agency		Scarecrow Communications

Brief		To promote the sales of bedsheets on bedbathmore.com
Cultural Context		Hrithik Roshan is a superstar of the Bollywood film industry. Getting him onboard for a promotion, that too without spending a single rupee was no mean feat.
Mobile Operating System		Android/ Windows/ iOS
Solution		The ad was strategically placed outside superstar Hrithik Roshan’s home, and was a direct challenge to the superstar at his own game – The Bang Bang Dare. It was a single hoarding, that ran for just 5 days.

Hockey Selfie Stick

gene loh — Wed, 13 May 2015 17:36:47 +0000

Use of Social Media
Client		Star India Pvt. Ltd.
Brand		Star Sports
Agency		Blink Digital

Brief		Despite being the national sport, Hockey is not perceived to be as cool as Cricket or Football. Therefore, our task was to make Hockey relevant to the youth by making it unconventionally “cool”.
Product Description		A stick selfie made out of a Hockey stick
Solution & Unique Features		We rode on the trend of selfies by making our own version of the stick selfie – the Hockey Stick Selfie. Fans could easily take their selfies at stadiums during the Hockey India League matches, and upload them on social media.

adidas Sacred Ground

gene loh — Wed, 13 May 2015 17:30:28 +0000

Use of Social Media
Client		Adidas
Brand		Adidas
Agency		Dentsu Webchutney

Brief		India were the defending champions for Cricket World Cup 2015. A clear objective for adidas was to start conversations on social around the sentiment and eventually convert this into a mass movement in the country, with the brand providing the catalyst to spark these conversations. What was also equally important is that this activation needed to resonate with and drive the team towards victory.
Mobile Operating System		iOS, android, windows
Solution		India is passionate about cricket. The sport is believed to be a religion. Also culturally symbolic is the way Indians touch the ground as a prayer offering before performing a daunting task. adidas brought the two aspects together with Sacred Ground. A social media idea asking fans to send in pictures of themselves touching the ground, as a way to support and cheer for the team.
Viewing Instructions		The cultural aspect of a prayer offering and the passion for cricket proved to be a potent combination for starting conversations on the topic. The idea saw hundreds of entries, thousands of mentions and millions of impressions. Engagement rate for the brand on social media went up phenomenally.

MRF Rain Day

gene loh — Wed, 13 May 2015 17:21:05 +0000

Use of Social Media
Client		MRF Limited
Brand		MRF Limited
Agency		Experience Commerce

Brief		For the last 30+ years MRF would predict the date of the first rains in Mumbai. This campaign had lost its relevance to the younger audiences. In 2014 MRF wanted to take a disruptive step and engage with the digital consumers in an all-new way for Rain Day. We had to create an engaging campaign on digital that would restore the excitement around MRF Rain Day.
Solution		Excitement around monsoons peaks when the first rains fall. But the story of monsoons has never been captured. We decided to tell this story. Riding in an MRF car with the rains and posting content about the first rains at different places that were en-route. User engagement peaked with people making predictions, sharing their rain-day memories via pictures and stories.
Viewing Instruction		The website sports a timeline based storytelling structure – each day loading as you scroll down the dynamic multimedia showcase-while the MRF car moves ahead in the progress bar. Some of the days are featured as looped gifs, some sound captures on a photo or videos. A dynamic route map is also visible on the side with each destination on it.