Mobile-sensor led innovative campaigns earned 1 Silver and 3 Bronze Awards for excellence in Mobile Marketing & Advertising
mCanvas, the experiential storytelling ad platform for small screens, today announced that it has won 4 titles at the Mobexx Awards 2018 that recognize innovative and effective mobile initiatives.
The ad created for ‘The Great Indian Laughter Challenge’ was as fun as the show itself. The ad creative encouraged users to tap on the microphone on the screen and laugh their loudest to make the 'laugh-o-meter' on screen reach its highest level. The decibel level of the laughter sound was measured in real-time to achieve this experience. By doing this, the ad not only communicated relevant information innovatively but also made the users relate to the show's theme.
For Godrej Security Solutions’ #MomsJustKnow campaign, the ad communicated how a mother always cares for her child, using the Voice recognition feature. The ad showed a child who couldn't sleep, asking users a question: "What will make her fall asleep?" To answer, the users had to tap on the microphone and say the word "Mummy", which would bring in a mother singing a sweet lullaby to the child, making her fall asleep.
Hyatt unveiled the Grand Hyatt Kochi Bolgatty hotel, earlier this year and chose to launch it using an interactive mobile ad. The creative asked users to put their phones on Airplane mode to experience the ad and the beauty of the Kochi hotel in all its glory. On doing so, the user would go to a convenient offline mode, without distractions, to explore the leisurely experiences awaiting them at Grand Hyatt Kochi Bolgatty. Users were then asked to switch off their airplane mode on the closing screen. Following this interaction, users would get an option to tap on the CTA and book a room at the property.
Commenting on the win, Abhishek Tewari, Director of Digital Marketing, Hyatt India said, “For the launch of Grand Hyatt Kochi Bolgatty, we were looking for a concept that would make the user participate in the ad, rather than just witness it like a regular carousel banner ad. By getting the users to put their phones on Airplane mode, the ad got users to focus just on the property, the serenity of Kochi, and the luxury at Hyatt. The brand message was effectively communicated to the audience in an interactive fashion.”
Amit Lall, VP Digital – OMD India commented saying, “For the launch of this beautiful hotel, our concept worked effectively towards attracting the attention of the users to the brand first, and then bringing in the communication. Making effective use of the Airplane mode detection, the ad let the user disconnect from their busy life and enter a world of nature and luxury, which was exactly what worked.”
The KFC creative used Augmented Reality by encouraging users to activate their phone’s camera to look for the KFC Double Down Burger in their surroundings in real-time. On activating the camera and panning the phone, the user would find the ‘All Chicken No Bun Burger’ hidden around them. Tapping on the burger transitioned the ad to a closing screen which encouraged the user to place an order. The ad reached 3 million users and clocked a whopping 7 seconds of average time spent.
Moksh Chopra, CMO - Yum! said, “Experimenting with our food flavours and having fun while doing so - is what we live by. The Double Down was a unique burger, with all chicken and no bun. It was imperative that its launch campaign had to be just as distinctive. The quirky digital campaign of looking for a Double Down burger through the phone camera, was very well received by our consumers. This was the first time we launched a product only through a digital campaign; the reach and engagement generated was fantastic/overwhelming. We value the expertise and support of our partner, Blink Digital, in executing the campaign. This award is a testimony to the innovative thought behind the campaign and its success.”
Rikki Agarwal, Co-founder, Chief Business & Operating Officer – Blink Digital said, “It is always exciting to work on brands with unique products and what better than an equally unique way to advertise them! Our concept for this campaign was highly engaging and interactive. The experience kept users hooked on to the creative till the very end of the ad which worked wonders.”
Vishal Rupani, Co-founder & COO – mCanvas said, “We’ve been fortunate to have worked with some of the most prestigious brands and agencies in the country. Delivering extraordinary ads for them has been our motto since inception. Awards and recognitions like these encourage us to do our best. These awards are a solid validation from the fraternity on the efficacy of our solutions. We express our sincerest thanks to the Mobexx Jury for recognizing our work, and our partners for trusting us with their brands.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com
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