Co-created by Mindshare & mCanvas, the innovative ad is engaging digital users with an experience that is complimentary to Idea’s ‘The Power of Live Video’ campaign
mCanvas, the experiential storytelling ad platform for small screens, and Mindshare, the largest media agency of GroupM, have co-created an Artificial Intelligence led interactive Video Chat Bot for Idea Celluar. Delivered using a mobile ad, the campaign encourages wrongdoers to change their behaviour.
Idea’s mission is to put the power of ‘Live Video’ into people’s hands using it as a platform to educate the audience about rightful behaviour. To spread awareness about its mission and to engage users, Idea needed something that has never been done before in the digital mobile ad space. On understanding the brand’s goal, Mindshare and mCanvas created a custom voice-enabled, video chat-bot that allows the users to talk to the face of the campaign - Mallika Dua. Users are encouraged to ask Mallika anything about the power of ‘Live Video’ and how Idea 4G enables the same along with several general questions that a fan would ask a celebrity. In response, Mallika Dua would answer these questions in real time through pre-recorded videos. The experience was designed to be seamless and resembled a live video call where a user would see his/her own face on the screen just like it appears on a live video call.
This innovation uses Artificial Intelligence (AI) where the ad creative listens to user questions in English & Hindi and understands the language. It uses Machine Learning (ML) to analyze all the questions asked by previous users and increases accuracy of the response. For example, if a user asks a question in Hinglish, the AI detects that it contains English and Hindi. Next, the ML helps accurately assign a relevant answer to that question.
Reaching over 7.2 million users, the campaign is witnessing an impressive click through rate of 2.2%, which is over 10 times the interest compared to the 0.20% industry average for mobile banner ads. On average, users are spending over 22 seconds engaging with the ad with several users spending more than 10 minutes and asking as many as 39 questions to Mallika. A large number of users are starting their conversation with a “Hello” or “Hi” while some are asking “Are you able to hear me?” which suggests that users thought of the experience as real time live video chat.
Sunita Bangard, President - Marketing Vodafone Idea Ltd said, “Over the years, brand Idea has built a strong reputation for creating purposeful, conscientious campaigns that encourage change for the betterment of society. The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming LIVE videos over Idea’s robust 4G network thereby driving a positive change in behaviour among citizens. In its endeavor to engage with the digital natives, Brand Idea has always tried digital first initiatives for our ATL campaigns, many of which have been appreciated and rewarded at various digital forums. Our innovative AI and ML aided campaign has set new benchmarks in digital advertising.”
Speaking about the launch of the campaign, Niraj Ruparel, National Head - Mobile, Mindshare India said, “We at Mindshare always look forward to crafting innovative and effective solutions for brands. Idea, as a brand, does not shy away from taking an unconventional path when it comes to communication. With the video-chat bot ad we have come together to create a first of its kind innovation on an effective platform. By leveraging on Mallika Dua’s popularity, and Idea’s 4G network, we are hopeful of bringing about a change in people’s behaviour, and habits, as well as encourage more people to go Live to highlight societal issues.”
Vishal Rupani, Co-founder & COO, mCanvas said, “At mCanvas, we constantly strive to build ideas that excite and hook users. This is an industry first experience with advanced voice and video interactions delivered on mobile web as against having users install apps or plugins. Getting users to spend time with a brand’s story is a typical challenge for most Marketeers but with this innovation we have proudly overcome that.”
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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