Category: Best Use of Screens
Advertiser: TATA SKY
Product/Service: DIRECT-TO-HOME TELEVISION SET TOP BOX
Media Agency: MAXUS, Mumbai, INDIA
Managing Director: Ajit Varghese (Maxus)
Managing Partner: Kartik Sharma (Maxus)
General Manager: Mangesh Korgaonkar (Maxus)
Senior Investment Director: Pratik Rathod (Maxus)
Business Director: Rrahul Deo Manerao (Maxus)
Investment Director: Amrita Choudhary (Maxus)
Business Manager: Vikash Modi (Maxus)
Business Manager: Tauseef Unea (Maxus)
Investment Manager: Rohith S (Maxus)
Business Executive: Ramya Akhileshwar (Maxus)
Investment Manager: Ravindra Teli (Maxus)
Investment Executive: Sujit Singh (Maxus)
Business Executive: Nivedita Ravishankar (Maxus)
Media placement: Television - 36 Scenes - Star Gold - 25th December'2011
Insights, Strategy & the Idea
Tata Sky, a DTH company, launched its HD (High-Definition) Set-Top-Box in the nascent Indian HD market. An HD TV-feed has a higher degree of picture clarity as compared to a SD (Standard-Definition) TV-feed. This fact is little known in India. Media was asked to communicate this fact effectively and drive sales. Our research showed, to Indians, picture clarity just meant a ‘Picture-minus-Disturbance’. Hence, they were satisfied with the existing SD-TV-feed and didn’t find HD relevant. We had to break this belief to drive sales. We used the insight “You don’t realise what you are missing, until you see it” to change consumers belief. We showed them visual elements that they would miss in a SD-picture as against a HD-picture. The sight of elements they were missing in their SD TV-feed made them realise that picture clarity is much more than just ‘Picture-minus-disturbance’, thus making HD relevant and desirable to them.
Creative Execution
Imagine this: you are watching the Hollywood blockbuster ‘Matrix’ on your favourite movie channel. Neo (Keanu Reeves) is involved in an intense gun fight with Agent Smith (Villain). While Neo is shooting at Smith, a released bullet pauses mid-air; the scene then rewinds, the bullet traces back its path and goes back into Neo’s gun barrel. The scene replays and zooms in on Neo’s finger. A screen message with voice-over follows - ‘Did you miss the drop of blood that fell off Neo’s bleeding finger while he pulled the trigger?’ ‘If you did, then switch to Tata Sky HD, because on Tata Sky HD you can see even such minute elements in great details’. We replicated similar execution across 16 blockbusters Indian movies on popular movie channels. At each instance, we highlighted the elements that viewers were missing in their SD-feed. We made viewers rethink their belief of picture clarity.
Results and Effectiveness
The demonstration helped 36 million people experience the differential picture clarity of an HD TV-feed. Thus, making them realise that the picture clarity is much more than just a ‘Picture minus Disturbance’. The brand track scores post campaign period for ‘Product Relevancy’ and ‘Intent-To-Buy’ increased by 11% & 9% respectively (Source – GFK Mode). Tata Sky sold a record 72,000 HD boxes post campaign. In the process, it also became the player with highest market share in the nascent DTH-HD Boxes category. The solution set a perfect example of how a media, stand alone, can deliver on a marketing objective.