Category: Public Health & Safety, Public Awareness Messages
Advertiser: VIACOM 18 MEDIA
Product/Service: MTV
Agency: McCANN WORLDGROUP INDIA
Executive Chairman/Chief Executive Officer/President South Asia: Prasoon Joshi (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Creative Director: Abhinav Tripathi (McCann Worldgroup)
Art Director: Ajay Ram (McCann Worldgroup)
Copywriter: Ashirwad Mhatre (McCann Worldgroup)
Art Director: Gopal Katkhede (McCann Worldgroup)
Senior Vice President/General Manager: Loveleen Raina (McCann Worldgroup)
Brand Leader: Ishaan Pandya (McCann Worldgroup)
Illustrator: Vivek Shinde
Animator: Vaibhav More
Sound Designer: Jayesh Shah
Media placement: Digital Posters & Films - Facebook - 1st December 2011
Media placement: Digital Posters & Films - Twitter - 1st December 2011
Media placement: Digital Posters & Films - MTV India Website - 1st December 2011
Describe the brief/objective of the direct campaign.
For our World Aids Day campaign with MTV- CAPS ON, we needed to start a debate to turn the passive supporter of safe sex into an active participant. With 72% of Indian youth indulging in unprotected sex in spite of being aware of AIDS, what was required from the Internet films was provocative communication that would make the youth not just lend an ear, but also their voice.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a bold new language for safe sex where our films were aimed at provoking the youth into action. Using hard-hitting lines and a graphic animation style, our films were designed to make them stop and take notice. And persuade them to pledge for safe sex on the MTV India website. In order to further lend their voice to the cause, youth on their preferred social networks, were asked to tweet or update in ALL CAPS.
Explain why the creative execution was relevant to the product or service.
When we wanted to create a bold new language for safe sex for the youth of India, there was no better fit than MTV. Being an online idea, drawing from the CAPS LOCK button, CAPS ON was a simple idea that anyone could support. Its strength lies in its simplicity. Without any apps or third party, the youth of India could put its CAPS ON.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our Internet films went viral against the virus receiving 31,791 'likes' and 24,682 comments on MTV India’s Facebook page. On the MTV India website 50, 321 people took the safe sex pledge. On Twitter, these virals led to CAPS ON being the biggest trending topic in India. The spark that they created spread like wild-fire all the way across the network to the UK and South East Asia.