Some called it the new Kolaveri Di…
We called it ‘a late night trip(p)’
Co created with my team,
Take Away:
Copy line that caught all the media hype: ‘Aiyyo… That was unexpected! To keep browsing, switch off your internet’
Who says a website needs internet? – AllaboutRajni.Com
Posted: February 21, 2012 in Digital Campaign0
On the eve of any patriotic day, isn’t this what always comes to your head?
Co- created with my team, worked over night (literally) to create this from scratch.
Taught me teamwork. Brought me closer to our National Anthem.
I feel that was a good lesson learnt.
Rationale:
The success of a country depends on its ability to identify and work upon its imperfections.
On the eve of our independence, The Republic of India adopted ‘Jana Gana Mana’ as its national anthem. It stood for integrity, and solidarity; adoring our beauteous ‘perfect’ motherland. Does it still mean the same? Or has the true meaning become too delusional for India to relate to? We’ve developed, grown and are slowly inching towards becoming a super power, but hold on and spare a thought to the issues which are truly holding us back.
Listen to the national anthem and then roll over its words to know what it means today.
Nokia was launching 3 new devices with a radically innovative technology known as NFC (Near Field Communication). They wanted to leverage their brand association with SRK and his soon-to-be released sci-fi movie Ra.One.
Since NFC was a new technology slated to be introduced first by Nokia, our challenge was to educate and excite the consumer with the radical new benefits of NFC and in turn drive them to evaluate Nokia Smartphones in a new light, all the while leveraging on the halo surrounding Ra.One.
NFC technology involves two NFC enabled devices to transfer data simply by ‘tapping’ onto each other. In other words, a ‘tap’ separates the real from the virtual – much like the plot of Ra.One, where the protagonists infiltrate the digital world from the real world, and vice versa.
With the common thread in place, we created a cross-web platform experience for users in the form of a game. The game tasked users to complete a series of web-oriented challenges. It integrated the web with mobile with SRK calling them on their mobile phones, to experiencing a flash version of the yet-to-be-released Google street-view (in India), to dissecting video messages – they did all these and more across different web & mobile platforms to ultimately become Agent.One and win Ra.One premier tickets.
Rationale:
Alcohol is a bonder. There is nothing stronger or more effective than alcohol when it comes to building a bond between two people. You put two strangers and a bottle of scotch in a room, they’ll come out as the best of buds later. Alcohol connects people with people. However in this online crazy world, often friends are made and maintained over social networking sites specially Facebook. Such online addicts we are, our friendship is often defined by the interaction we have on Facebook. We almost have no time to meet, talk and just hangout with friends.
Thought: Jim Beam says Get Offline. Make friends like the real men do.
It’s a call to people to get offline and give more time to friends. After all, facebook takes most of our time and it is only if we give up on facebook, would we be able to give more time to friends and family and most importantly to ourselves.
Idea: The Facebook Time-Off Challenge (Microsite)What is FTC?It’s the ultimate facebook challenge, a challenge to see who can stay away from facebook the longest.
It’s a test of patience and will power. To give up something that has become a part of your life requires discipline. It’s a campaign to see till when a person is able to refrain himself from logging into facebook.
It’s also an effort, a philosophy; to go back to those old days when getting in touch meant meeting people over coffee/drink, and birthday wishes meant calling someone at 12’oclock. How does it work?
Note: Facebook has an option where a user can temporarily deactivate his/her account. This basically means his profile becomes off-limit on facebook, and his public listing and profile-vanity-URL don’t work.
However, as soon as the person logs in again using his email and password, the profile gets active again. So, how does it really work? User visits the Microsite (www.thefacebooktimeoff.com) where he registers using facebook connect. Once registered, we pick up his vanity URL and give him 24 hours to temporarily deactivate his facebook account to participate in the contest (a video tutorial shows him how to deactivate).
Also, to set his last status message as “Observing the facebook Time-Off challenge. Will be back soon”.
Once deactivated his facebook Time-Off period starts which shows on the Microsite under his name and profile.
What is in it for the user?The user as per his effort will be given prizes and rewards. For example, if he is able to stay away from facebook for a period of two weeks, he earns himself a bottle of Jim Beam. 3 weeks and he gets invited to special Jim Party.
A month, and he gets 2 Jim beam bottles plus gets invited to the Jim Beam Party. The person who is able to stay away from facebook the longest, wins a yearlong supply of Jim Beam plus couple VVIP passes to all Jim Beam parties and events across the country.
How to tease him into loosing?
When a registered user logs into the Microsite to check his Time-Off status and the prizes he has won, he gets teased into logging onto facebook.
Messages like “Oh, don’t you miss going through facebook photos”, “Your friends are having a ball on facebook”, and “Did you check the new facebook feature, it’s awesome” will be displayed on his wall to tease him into giving up the challenge.
How to keep the momentum going?
Have city wise on-ground meets and events for users who are playing the game. Give them incentives and rewards for participating. Bring everyone together under one roof, and let him or her bond with others over swigs of Jim Beam.
Twitter Support:
On the Microsite create an interesting Jim Beam bottle visualization of 1001 reasons to observe the facebook Time-Off. Anything hash tagged #FTC will show up in this interesting visualization on the Microsite.
Building a community:
Make users like the Jim Beam India official page on Facebook before participating in the challenge. Once the campaign is over and a size-able fan following is built, utilize the Facebook platform to further engage the audience and promote Jim Beam bourbon.
Promoting the challenge:
We promote the challenge in-organically for a period of 15 days via FB display ads, promoted tweets and social media activities.
Post this; once the challenge picks up, it’s viral nature will help promote the contest organically without the support of any media.
Step by step flow:
- User lands on the Microsite (thefacebooktimeoff.com) via banners/promotional media.
- On landing on the Microsite, a video tutorial explains the entire challenge to him. It tells the user the exact procedure of registering, how to deactivate his account, the concept etc.
- Once this is done, he clicks on “Register” to confirm his participation in the challenge.
- For this, he logs in using facebook connect. An app, judges the status of his profile. The date of inception, number of friends he has, his frequency on Facebook among others and certifies weather the person qualifies to participate in the challenge or not. This is especially important to check for any dummy/fake profile submissions.
- Once registered, his very own profile page is created. He also gets 24 hours to deactivate his profile. He is also advised to put his last status update as “Participating in the Jim Beam Facebook Challenge. Will be back soon”, so everyone knows what he’s up to.
- Post 24 hours (and if he’s deactivated his account), the users “TIME-OFF” starts. His progress is documented on his page and prizes appear as and when he completes various levels.On his profile, he sees total time observed, other observers, leader board, prizes won, Jim Beam city events among other things.
- If the user at any time during the challenge logs into facebook, and if his vanity URL shows positive result, his “Time-Off” will end and he no longer qualifies as a participant. Although he can still access his profile on the Microsite and share information via Facebook.
Also on the Microsite, the user is able to browse through various profiles and the view the period for which others have observed the “Time-Off”. Leader boards, latest quitters etc. to feature on the Microsite as well.
Period: 3 Months
Rationale: A traveler planning to explore Europe by bus is bound to suffer countless hours on the road leading to boredom and back/head aches.
This set of banners, provides him with tips in the form of must haves while planning a bus trip, in an event when they do not book the Euro Trip package to save both time and effort.
Banner 1:
Frame 1:
Visual: An unsolved Rubik’s cube.
Copy: (Above the image, like a title) Europe by Bus?
(Below the Image) Must have: Rubik’s Cube.
Frame 2:
Copy changes:
Find ways to kill the hours or travel with Make my Trip.
Frame 3:
Visual: MMT logo
Copy:
Fly across Europe and make the most of your time.
Go Euro-Tripping with Make My trip.
Know more>>
Banner 2:
Frame 1:
Visual: An icepack.
Copy: (Above the image, like a title) Europe by Bus?
(Below the image) Must have: An Icepack
Frame 2:
Copy changes:
Carry tools to fight a head ache or travel with Make my Trip.
Frame 3:
Visual: MMT logo
Copy:
Fly across Europe and make the most of your time.
Go Euro-Tripping with Make My trip.
Know More>>
Route – Tolerate
Idea 1
Visual: Copy written in bold
Frame 1
Copy: Sitting next to a pretty talkative girl is fun
Frame 2
Copy: only on a plane journey,not in an 8 hour bus ride!
Frame 3
Visual: A small plane flying by on the left and make my trip logo. Copy written in bold
Copy: Don’t test your patience
Fly across Europe with MMT
Know more>>
