Saturday, August 1, 2015

Rich Media Watch: Samsung SUHD Smart TV takeover on Yahoo! India

Samsung Electronics executed an interactive and stand-out rich media takeover on the Yahoo! India home page last week, to advertise its latest state-of-the-art SUHD Curved Smart TV.

The immersive, expandable rich media banner was created to echo the viewing experience on the SUHD TV. Through the banner, users could access their webcam, take a picture, see themselves in a diver’s gear and wave their hand to sample different aspects of Samsung’s proprietary Nano Crystal technology that promises a high quality viewing experience. A great way to showcase the intuitive access feature as well.

Here is an example of rich media done right, from ideation to execution.




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Saturday, July 25, 2015

Cornetto’s innovative branded integration with Terribly Tiny Tales

Unilever’s popular ice cream brand Cornetto, from their Kwality Wall's portfolio, targets the youth demographic. Little wonder then that the brand decided to collaborate with Terribly Tiny Tales (TTT) a social storytelling platform that creates and crowd sources 140 character ‘tweet’ stories. TTT – a ‘built for social’ concept - has a large youth fan base across Facebook (394k), Instagram (55k+) and Twitter (4k+) - though I believe that the fun format with simple photo story jpegs works really well for Instagram (more than the other social media platforms). I discovered the campaign on Instagram as well!

Cornetto’s brand premise hinges on romance, remember the Cornetto Cupidity Tales on YouTube?
In the same vein, TTT posts a loved-up tiny tale every few days. The posts stand out with discreet branding and (not so discreet) red background color. This is an inherently unique and viral concept. Absolute win for both Cornetto and TTT!

#sharethelove


Cornetto's Terribly Tiny Tale on Facebook

Cornetto's Terribly Tiny Tale on Instagram

Tuesday, July 14, 2015

L’Oréal India maximizes digital campaign ROI with new approach

In a bid to bridge the gap between digital brand engagement and actual purchase, L’Oréal India is making it easier for customers to buy their products online through web banners that click to the product page on a partner eCommerce portal.

Traditionally CPG brands would use digital media for campaign amplification with rich media banners that click to another engagement layer – either a campaign specific microsite, (or worse) their social media pages. Though this is a great approach to drive awareness, engagement and influence, bringing the user to actually take action and buy the product was a glaring gap, unless the campaign included an offline gratification.

L’Oréal India has partnered with Nykaa.com, an omni-channel retailer and a niche eCommerce player in the beauty segment to push users from their banner ads to the Nykaa.com page with the product. They are using this approach for their L’Oréal Paris and Garnier brand campaigns. This significant and welcome change not only makes it easier for the customer to buy the product but also helps trace real campaign ROI centered on actual purchase.

Garnier on YouTube

L'Oreal Paris on YouTube

The best strategy in these executions is to make the most of the rich media banner unit - come up with interesting concepts, make it interactive and offer enough engagement to the user – which means look beyond just playing the TVC on the banner.

Friday, July 3, 2015

Campaign Watch: Mahindra Gusto ‘Kisi se kam nahi’

Mahindra & Mahindra’s Two Wheeler Gusto has a tagline that says ‘Kisi se kam nahi’. I would add to this and say their digital work is better than most!

Mahindra Gusto has a really well laid out website. As you get in, the TVC video is available to view in 'theatre mode' which is great, since you cannot miss it. My only quibble is that this should be frequency capped. You can of course close the window and get into the site if you’ve seen the video earlier. 


Mahindra Gusto Website snapshot
What is great is that all the information that you need to know about the product, as a consumer, is available right there in the first scroll - on the nav bar and right link tabs. Users can browse through product features, colors, price and request for a test drive all on the same page. Simple, effective visual design and easy to navigate UI make this one a winner. 

The brand also executed a very neat Yahoo! India Email login page takeover. 



Tuesday, June 30, 2015

Campaign Watch: Mother Dairy’s Summer of Happiness

Mother Dairy is beginning to actively pick up digital integrations as a part of their campaign construct after big spends on print and TV. The only significant digital campaign that I remember from the dairy behemoth is the ‘Virtual Christmas Tree’ promotion for their Ice Cream.

The latest Summer of Happiness campaign nicely addresses the entire dairy product portfolio. Content integrations woven around local celebrity endorsements was the theme for print and I wondered why the same material wasn’t used on digital platforms. Now we have a digital extension to the same campaign which includes a digital destination, YouTube Channel, Facebook and Twitter brand pages. 



Summer of Happiness Microsite























The content centers on celebrity chef Vikas Khanna’s quick recipes incorporating Mother Dairy products. The videos are available on the YouTube Channel and branded microsite. The promotion includes a contest called ‘Recipe of Happiness’ where users can submit their own recipes using Mother Dairy products, upload a picture and win. The contest is being amplified through their social media channels.

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