Insights

Best online campaigns of 2014

1. Audi’s ‘Share your light’ campaign 

Audi India came up with a unique initiative to make its presence felt last Diwali. The premium car manufacturer collaborated with its fans, and used Diwali as a platform to promote their long association with LED technology, while giving back to the society.

1. Audi’s ‘Share your light’ campaign 

Audi India came up with a unique initiative to make its presence felt last Diwali. The premium car manufacturer collaborated with its fans, and used Diwali as a platform to promote their long association with LED technology, while giving back to the society.

The company leveraged micro-blogging service Twitter to help light up 400 homes in a village. For every 50 tweets with the hashtag Shareyourlight, Audi pledged a set of solar LED lamps per household. The digital campaign was executed by W+K Delhi.

A microsite was created for users to track the traffic of tweets vis-à-vis the number of homes to be lit. @AudiIn urged its 45,000+ followers to share their Diwali wishes using the hashtag. The goal was to light up 400 homes with 20,000 tweets. To increase the number of tweets, Audi also promoted the hashtag across platforms – the 3.6 millions followers on Facebook, included.

#Shareyourlight trended on the day reaching out to 10 million people in the process and achieved a whopping 120million+ impressions.

2. British Airways launched ‘Welcome to Home’ campaign 

U.K.-based airline British Airways (BA) launched a ‘Welcome to Home’ campaign. The concept revolved around the fact that British Airways connects many people living in countries that may not have a homegrown carrier offering long-distance flights, to destinations across the globe.

In the “Welcome of Home” video, BA highlights the millions of Indians who live in North America – far from their extended families in India. The airline created a short four-minute film that documents a Canadian woman and her family’s return to India to see her grandmother, and shows the emotional experiences expatriates go through.

The campaign follows the airline’s “Visit Mum” campaign in 2013. The company launched a contest on Twitter that would send a winner, plus a guest, a trip to wherever “home” may be. One simply had to tweet a photo to British Airways that reminds them of home and use #WelcomeOfHome in their Tweet.

3. Philips India ‘HIM’ campaign

Personal care brand Philips India has launched a digital campaign to spread awareness about breast cancer, in association with its agency Ogilvy One. Launched on October 19, the campaign ‘Husbands initiated Movement’ or HIM, urges men to ensure that their wives take a 10-minute breast self examination once every month. The brand created a microsite called HIM Initiative.com. It bears information about the disease and the test. “It’s simple. Just tell your wife to do this test, while you do one of the chores she does,” says the website, which also has a Breast Cancer Risk Assessment Tool. So far, the site has received 55,000+ visits so far. The campaign features a video, which was published on YouTube, features a deaf-and-mute couple.

4. HE Deodorant’s ‘League of Interesting Men’ campaign

Personal and healthcare product giant Emami launched their ‘League of Interesting Mencampaign with a 21 Day challenge starting on September 22, 2014. The company forayed into the men’s Deodorant market by launching HE brand of Deodorants. Hrithik Roshan was appointed as brand ambassador for HE brand. The company created a microsite – www.leagueofinterestingmen.com through which they gave daily challenges to people for 21 days, with Apple MacBook Air, Xbox connect and Xiaomi mobile as the grand prizes. The activities were anything from photo bombing your boss to driving an auto rickshaw to doing a public performance. The participants had to login through their Facebook id and submit their entries in picture or video format.

5. Dettol’s ‘Give life a hand’ global campaign

With its global campaign ‘Give Life a Hand’, RB India’s personal hygiene brand Dettol leveraged the digital medium to spread awareness about the importance of handwashing. Largely led by digital, the campaign invited people to pledge their support for the cause by posting #handfie, which as the name suggests, is a selfie of your hands. To join the movement people needed to click a picture of their clean hands and upload their #handfie.   For every #handfie submitted by people on the campaign website or through Twitter, Facebook, Instagram, Dettol has pledged to educate 1 child about healthy hand-washing habits through school contact programs around the world.

6. Philips ‘Like A Brat’ campaign

The personal care brand Philips India had roped in the actor Arjun Kapoor to promote its range of face stylers and other grooming kits including the Pro Skin Advanced beard trimmers, through its campaign ‘Like a Brat’. On the digital front, a dedicated ‘Like a Brat’ website had been created for the campaign where one can pledge their allegiance to the cause and enter into exciting contests. The campaign was conceptualized and designed by digital agency Isobar. To make the site more interactive visitors were asked to tale a virtual oath of awesomeness over a candle, on the webcam.

The recorded pledge video could then be submitted. The brand used social media to drive users to its microsite. The Philips Men India Facebook and Twitter pages actively shared the brat philosophy by inviting users to take the pledge at the site. Users had been engaged with the help of the ad film, memes, and #Likeabrat contest where the wittiest three tweets made with #LikeABrat hashtag on what makes them a brat were gratified with the Philips beard trimmer.

7. IndiaMART’s  ‘Kaam Yahin Banta Hai’ campaign

Conceptualized by McCann, the 360 degree campaign is set to integrate Print, TV, Radio, Outdoor and a digital mix of social media – Twitter, Facebook and Youtube. It primarily focuses on the new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements. The TVC was first rolled out exclusively on the digital platform, and later on TV.

A massive digital campaign was held around Twitter and Facebook page of IndiaMART, asking people to share their favourite #aaramkitune (tune that relaxes them the most) and enabling IndiaMART create the longest playlist of Aaram ki tunes. The contest was a precursor to the main TVC, where Irrfan Khan plays his aaram ki tune while buying through IndiaMART.

8. DBS Chilli Paneer Season 1

DBS Bank India, a part of Asia’s foremost financial services group, had launched the industry’s first love story –Chilli Paneer in September last year, breaking the traditional advertising norm in the banking space. DBS Bank had rolled out an innovative campaign where the story of Chilli Paneer would unfold every Friday on www.chillipaneerfilm.com. Being true to the bank values, the story revolves around purpose, relationship and connectivity. The film witnessed over 1.2 million views across platforms.

And now, it has come up with the second season of the ‘Chilli Paneer’ film – a first-of-its kind interactive digital ad film in India. The second season of this digital ad film has SapientNitro as the creative and technology partner for the campaign.

 

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