Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: DITTO TV
Product/Service: DITTO TV
Agency: PERCEPT/H
Chief Creative Officer/Executive Creative Director/Copywriter: Ryan Menezes (Percept H)
Chief Executive Officer: Prabhakar Mundkur (Percept H)
Creative Director/Copywriter: Prasad Venkatraman (Percept H)
Art Director: Arun Balagopal (Percept H)
Art Director: Yash Deb (Percept H)
Producer: Danny Mamik (Percept Pictures Team)
Vice President: Manoj Padmanabhan (Ditto TV)
Business Head: Vishal Malhotra (Ditto TV)
Account Manager: Sean Silveira (Percept H)
Media placement: Retail Electronic Stores - Mumbai - 22/2/2012
Describe the objective of the promotion.
Indians love watching telly.
And now, with the Ditto TV app, they could watch live TV on their mobile phones.
Challenge: Convince consumers that they could get their favourite TV programmes on their mobiles by downloading the Ditto TV app.
Describe how the promotion developed from concept to implementation.
Solution: We created a TV with NFC and placed a mobile next to it.
The TV would keep playing popular programmes.
And when the mobile was bumped with the telly, the program would switch from the TV to the phone, instantly demonstrating that you could get the same programmes on your mobile.
Explain why the method of promotion was most relevant to the product or service.
We had to show how easy it is to get TV on their mobile. And to show video playing on their mobile with just a bump encouraged people to download the app and start watching TV on their devices.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results: In just a week, we became the No.1 free top trending app on Apple iTunes Store. In 3 weeks, we had 100,000 downloads.
Not so surprisingly, we bumped Facebook off the No.12 position among the free top trending apps. We are now just below Angry Birds. And now Indians love watching Ditto TV.