Saturday, February 15, 2014

Cadbury Perk Vs. Nestlé Munch: Who comes out on top?

An entertaining battle of wafer chocolates is being played out on YouTube and Twitter as we speak. A fortnight back, Cadbury Perk released a funny TV commercial taking a dig at Nestlé Munch through a father-son story.

Not to be left behind, Nestlé India posted a hilarious ‘Munch ka Punch’ video on YouTube yesterday spoofing the Perk commercial. That’s not all, Nestlé is going all out today on Twitter with #munchkapunch promoted Trend and Tweets on Twitter.

This is a great strike-back from Nestlé.

Sunday, February 9, 2014

Piaggio's experiential web showcase for their 2014 India Auto Expo stall

Many auto brands used digital media activations through the last couple of weeks, to highlight their presence at the 2014 India Auto Expo. Digital integrations and promotions sure helped them reach larger audiences and increase footfalls to their stall (hopefully).

Piaggio created a one-pager on the Vespa India website to showcase their latest technology, cutting-edge mobility solutions and product range. A 360 degree view of their Auto Expo stall in an amazing full-screen rich media format is available on the webpage. It is as close as one could possibly get to the real experience of getting to the see the stall up-close, sans the crowd. Engagement features include auto or click-to-rotate and zoom functionalities to view the finer details.

The experience is clean, fluid, high quality and simply put, brilliant.

MSN India home page rich media takeover promoting the special page

Instagram pictures tagged with #piaggioposenwin from the on-ground activations are also available to view on the special section.

What do you think of this execution?

Sunday, January 26, 2014

Campaign Watch: Samsung Galaxy Grand 2 makes a success of #everydaygrand

Samsung India launched The Galaxy Grand 2 on Friday (24th January). The mobile handset features an HD screen & front HD camera for a great visual experience – a feature the brand is bringing out through their campaign. 

Samsung leveraged its owned digital platforms including Facebook page, Twitter Channel and microsite to create a buzz-worthy two-day launch contest. In concurrence with the campaign tagline ‘Make the Everyday Grand’, followers, fans and users at large were invited to participate by sharing images of their #everydaygrand moments using the promo hashtag. Four participants with the most creative posts would stand a chance to win a Galaxy Grand 2! The hashtag #everydaygrand was trending on Twitter on both days. 

Great way to engage users and take the launch viral on social media.

The Galaxy Grand microsite has a fun application that lets users select their boring everyday moments from four preset options which gets morphed into a personalized printable pdf calendar.  

Samsung also executed a static Yahoo! Email Login page takeover on launch day. 

Samsung digital campaigns are among the few that I look forward to. Though simple, the executions are always interesting.

Sunday, January 19, 2014

Campaign Watch: Britannia NutriChoice, Halfway to Health

Britannia executed an interactive rich media masthead on YouTube a fortnight back, to promote its new campaign ‘Halfway to Health’ for NutriChoice high fibre biscuits. The objective was to position NutriChoice digestive biscuits as a snack with the right balance of health and taste. 

Britannia's long running web interface promotes the NutriChoice range and endorses the cause of healthy snacking. For this promo, a webpage was created on the ihealthu platform which brought together the TV commercial, the simple balance game that was also used on the banner and quick facts about the snack. Visitors can also win NutriChoice New Year hampers by leaving their message on the site on how they plan to balance taste and health in the New Year. 

Simple and nicely done!

Sunday, January 12, 2014

On Youtube: Oral-B’s Smile India Movement Campaign

Oral-B has been successfully running the Smile India movement campaign since the last few years and in its fourth year the campaign is still going strong with new elements being added to the mix to keep the communication fresh.

The latest is the (staged) flash mob video that has celebrity brand endorser, Madhuri Dixit, a.k.a. Chief Smile Officer, dancing in a mall to the new Oral-B jingle. The video is up on the Oral-B Youtube page in the ‘Smile Officer Lounge’ section and has clocked 1.6million+ views in less than 10 days. 

The brand page on Youtube also brings together Tweets and Oral-B Facebook posts. An expandable masthead on Youtube was used to drive users to the video on the launch day.  

This is a good initiative but I do have a couple of issues with the execution. The video seems a tad long, I lost interest after 2 minutes. The length of any branded video should be directly proportional to the content quality. A better jingle might have saved the day and would have even helped create a viral. The second issue is the badly written copy, if you don’t agree with me read the ‘About’ section on the video. Snapshot below. 

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