Case study presentation floored Jury of 100+ CMOs while the mobile-sensor led campaigns won awards for Godrej Appliances, Frooti, Reebok and Sony Pictures Entertainment India
mCanvas, the experiential storytelling ad platform for small screens, is proud to announce that it has been awarded the CMO Choice Award for the second year in a row at the DMA India Annual & Awards 2019. The company also announced that it has bagged 4 big wins at the Echo Awards 2019. The wins were in the following categories:
DMAi (Data Driven Marketing and Advertising Association) instituted the CMO Choice Awards in 2015, to recognize the industry’s most-trusted partners that deliver valuable marketing and advertising solutions. A jury of 100+ CMOs across three cities – Delhi, Bangalore and Mumbai – voted for mCanvas based on its highly informative and engaging case study presentation.
To promote Frooti, Parle Agro needed an innovative concept that aligned with the key objective to build strong brand recall around the drink when it comes to summer-time fun. To do this, mCanvas created an AR- led game that encouraged users to switch on their front camera and catch the falling mangoes in their mouth. Using real-time face detection technology, the creative identified when users had their mouths open and aligned with the falling mangos. The game ended with Frooti’s branding on the closing screen, creating a lasting impression.
Reaching over 1.9 million users, the campaign saw an impressive 1.7% click-through rate, which is over 8 times the 0.20% industry average for mobile banner ads. Users spent 6 seconds, on average, engaging with the creative.
The goal of Reebok’s PureMove Bra campaign was to make women realize the discomfort associated with regular bras while working out. Given that the product was made to enhance the fitness experience, the creative was conceptualized to get users to do a common physical activity.
The creative prompted users to jump five times, to allow them to feel the discomfort. Using the gyroscope and accelerometer motion sensors, the phone tracked the number of jumps and then revealed the brand’s message.
Reaching over 2 million users, the campaign saw an impressive 1.9% click-through rate, which is over 9 times the 0.20% industry average for mobile banner ads. User spent 9 seconds, on average, engaging with the creative.
Launched on World Environment Day, Godrej Appliances’ eco-friendly AC campaign was created to lead users to an enhanced cooling solution. To do this, the augmented reality (AR) led campaign prompted users to start their camera and point it towards green objects in their surroundings.
Using colour recognition technology, once the object was detected, the screen locked in on the colour, turning entirely green, ultimately revealing the Godrej AC. The closing screen displayed the product’s key USPs and the brand messaging, that encouraged users to choose an AC that had minimal negative impact on the environment.
Reaching over 2.5 million users, the campaign saw a 1.5% click-through rate, which is more than 7 times the 0.20% industry average for mobile banner ads. Users spent close to 9 seconds, on average, engaging with the creative.
To promote the launch of Men in Black: International, Sony Pictures Entertainment India wanted to create a fun and innovative campaign, that would pique the user’s interest in the film. Keeping with the essence of fighting the aliens to save the world, just like the movie depicts, the user was asked to switch on their phone camera and select a weapon to kill the aliens.
Once selected, the user was then prompted to move their phone around to search for aliens in an augmented reality (AR). On finding the aliens, the user was prompted to tap on them, to kill them. After all the aliens were killed, the movie poster and trailer were displayed on the closing screen. The ‘Book Tickets’ CTA directed users to the respective landing page to book tickets or for more information.
Reaching close to over 1.4 million users, the campaign saw a 1.7% click-through rate, which is over 8 times the 0.20% industry average for mobile banners ads. Users spent over 10 seconds, on average, engaging with the creative.
Speaking on the win, Shony Panjikaran, Head and Director of Marketing, Sony Pictures Entertainment India, said, “It was paramount for us to promote MIB: International in a fun manner and our association with mCanvas helped us to not only have a highly engaging campaign but also result in direct ticket sales for the film. The team designed a campaign which was closely aligned with the elements in the movie, and we are happy to see that it has been awarded withthis prestigious accolade.”
Timir Dey, AVP – Client Engagement, Merkle Sokrati, said, “The mobile ad campaign created by mCanvas effectively reflected different elements in the movie, which made it exponentially engaging and a big success. We are pleased that the campaign won this award and is being duly appreciated within the industry.”
Speaking on the big wins, Vishal Rupani, Co-founder & CEO, mCanvas, said, “It is an absolute honour to have our work recognized by DMAi’s jury. As a mobile advertising platform, our primary focus is to develop interactive and memorable experiences for users. It’s all about building unique, engaging creatives for the user by enriching a brand’s narrative with impeccable storytelling. Winning these awards is proof that the work we are doing is not only driving value for the user and brands but is also result-oriented.”
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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