Recognized for the ‘Most innovative/creative content in a Mobile Marketing Campaign’, the campaign engaged 2 million users with innovative storytelling.
mCanvas, the experiential storytelling ad platform for small screens, has announced that it has won a Gold award for Cadbury’s Dairy Milk Silk Turkish Hazelnuts campaign at the Indian Content Leadership Awards (ICLA) 2019 in the Most Innovative/Creative Content in a Mobile Marketing Campaign category. The ICLA recognizes outstanding work in content development, content marketing, and content publishing – online as well as offline, and affiliate networks.
Cadbury wanted to promote its newest Silk chocolate – the Turkish Hazelnuts, with primary emphasis on its Turkish roots. To do this, mCanvas created an innovative idea to keep the user engaged with the story of hazelnuts from Turkey, while enabling them to learn more about the chocolate, with a unique twist.
mCanvas used its proprietary content marketing solution ‘Smarticle’ to promote the product. To engage with the article, the user was prompted to scroll down, and ‘press and hold’ on the article to narrate the history of the chocolate as an interactive story. The campaign utilized the pressure sensor to activate the creative.
At the start, the Smarticle opened to a short story about the rest of the Silk range and then focused on the emergence of Hazelnuts from Turkey, which resulted in the creation of the new Silk chocolate. The user was then prompted to scroll down further and eventually, a hot air balloon emerged, making its way downwards through a series of pictures of Turkey. The product’s video commercial and a ‘Shop Now’ CTA was displayed on the closing screen.
The campaign recorded an engagement of over 2 million users and close to 8,500 video views within the article. The content article also saw users spending an average time of 20 seconds engaging with the story.
Commenting on the wins, a Cadbury Spokesperson said, “For the launch of the Turkish Hazelnut chocolate, we were looking for a way to attract the attention of users to the product’s story. mCanvas’ Smarticle provided us with the opportunity to use storytelling in our narrative and it is encouraging to see that the campaign has been well-received in the industry.”
Kanishi Desai, Business Executive, Wavemaker Global said, “Creating an innovative campaign for brands like Cadbury has always given us the opportunity to think of creative and unique ideas. The concept for advertising this product was highly informative and engaging, which worked wonders.”
Vishal Rupani, Co-founder & CEO, mCanvas said, “We are fortunate to work with prestigious brands and agencies and it is humbling to see that our work is being recognized and awarded. Delivering unique experiences to our clients has always been paramount for every campaign we create. Our sincere thanks to ICLA Jury for acknowledging our work.”
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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