Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: DITTO TV
Product/Service: DITTO TV APP
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)
Account Manager: Sean Silveira (Percept H)
Vice President: Manoj Padmanabhan (Ditto TV)
Business Head: Vishal Malhotra (Ditto TV)
Media placement: TV Channels - Zee TV Group - 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.
On all major channels, during the airing of popular programs, we introduced a mobile on the screen. The programme then stopped playing on the screen and then switched to the mobile screen. A message appeared: Now watch TV on your mobile.
Explain why the method of promotion was most relevant to the product or service.
By showcasing how easy it was to switch watching TV programs from the TV to the mobile, viewers made the connection immediately. Their curiosity led them to download the app to see how easy it actually is.
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.