Engaging millions, the campaigns won 1 gold and 1 bronze award for their creative use of innovative technology in mobile ad campaigns
mCanvas, the experiential storytelling ad platform for small screens, recently announced that it won two accolades at the Mobexx Awards 2019, that recognizes and celebrates the crème de la crème of ad campaigns in the mobile advertising sector. The wins were in the following categories:
- Gold award in the Mobile Advertising Excellence in Augmented Reality/Virtual Reality Campaign category for Cadbury Dairy Milk Lickables
● Agency: Wavemaker
- Bronze award in the Mobile Advertising Excellence in Rich Media Campaign category for Navratna Cool Talc
● Agency: Auburn Digital Solutions
To promote the new toy inside its pack, Cadbury Dairy Milk needed a one-of-a-kind, interaction-driven ad concept, that would establish strong brand recall and connect. In line with this, mCanvas created an augmented reality led ad campaign that prompted users to switch on their phone’s camera and tap on as many toys as possible in 15 seconds, in their surroundings.
Thereafter, the closing screen showed the number of toys the user managed to collect, followed by instructions on how they could meet the toys available with the Cadbury Dairy Milk Lickables, which created a significant amount of interest among users around the product.
Reaching over 5.7 million users, the campaign saw an impressive 1.1% click-through rate, which is over 5 times the 0.20% industry average for mobile banners. Users spent over 8 seconds, on average, engaging with the creative.
Mondelez India Spokesperson said, “We wanted to implement an innovative campaign for Cadbury Dairy Milk in Lickables, that would highlight the fun aspect of the brand and the toys that come along with the pack. Thanks to the AR-led campaign, we could effectively leverage cutting-edge technology to deliver an interactive experience to our consumers. It is really encouraging to see the campaign was well-received by our consumers and has won this accolade.””
Emami Navratna Cool Talc, one of India’s most popular talcum powder brands, desired to promote its newest product - Navratna Smart Cool Blast, in a manner that would leave a lasting impression on users. To implement the brand’s objectives, mCanvas created a novel ad creative that was targeted throughout Uttar Pradesh, where temperatures are known to soar in the summer.
The campaign utilized real-time weather API to display the user’s real-time location, along with the current temperature, in the creative. The user was then prompted to tap on their phone’s screen to reveal a solution on how to cool down. The closing screen displayed the brand’s messaging and a ‘Buy Now’ CTA.
Reaching over 4.1 million users, the campaign saw an impressive 2.2% click-through rate, which is over 11 times the 0.20% industry average for mobile banners. Users spent over 9 seconds, on average, engaging with the creative.
Aritra Mukherjee, Media Planner, Emami said, “To create awareness about our newest product, it was only fitting for us to choose a mobile-led interactive campaign, as our core goal was to engage users. This clearly paid off, as millions of users interacted with the ad. We are also pleased that the ad has been conferred with such a prominent citation.”
Speaking on the wins, Vishal Rupani, Co-founder & CEO, mCanvas concluded, “We are elated that our campaigns for Cadbury and Navratna have been well-received in the industry. It is testimony to our vision, which has always been to provide innovative ad campaigns for our clients, while pushing the boundaries of mobile advertising. Our gratitude to Mobexx for recognizing 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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