Using voice recognition technology, the brand encourages users to ‘Express through words’ their gratitude to their mother
mCanvas, the experiential storytelling ad platform for small screens, and Mindshare, the largest media agency of GroupM, have co-created a rich-media mobile ad for Saint-Gobain Gyproc India on Mother’s Day. Taking an emotional route to communicate its message with the hashtag #WordsMeHiFeelingHai, the creative enables users to type out meaningful wishes through the ad that could be shared with their mother on Twitter and WhatsApp. The experience is replicated on a microsite, which users could share on social media, and is being promoted by the brand as well.
To celebrate motherhood, the brand, along with mCanvas unveiled an ad that opens to the copy ‘Mother’s Day celebration is all about expressing feelings to mom’, which then transitions to ‘Here’s the best way to express them from the bottom of your heart!’. An instruction prompts users to tap on the mic and say “To, Mom”. On doing this, a greeting card opens and users could either select an existing meaningful message or write a personalised one in the text box below. Typing their name in the ‘From’ column, the creative transitions to the closing screen with the message on the greeting card, allowing users to share it on WhatsApp and Twitter.
Microsite
A link to the greeting card accompanies the message when shared on either of the platforms. On clicking the link, the recipient can view the heartfelt message, and even create one themselves by clicking on the ‘Create your own’ button, where they can experience the campaign on the microsite. A ‘Try Again’ CTA at the bottom of the screen allows users to change their message on the card. Another CTA ‘Know More’ directs users to the brand’s website. Further, the brand is also engaging their customers on social media by sharing the microsite link on Facebook, Twitter and Instagram.
Reaching over 2.3 million users, the campaign is witnessing impressive 2% click-through rate, which is 10 times the 0.20% industry average for mobile banners. Users are spending over 9 seconds, on average, engaging with the creative.
Aninda Gupta, Saint-Gobain Gyproc India said, “On the occasion of Mother’s Day, we wanted to create an engaging user experience via voice, customized text and shareability instead of run of the mill banner ads. We extended this to a campaign level via a microsite and social media activation allowing Indians to express their deepest feelings for their Mother.”
“Idea was to treat our customers to an innovative experience and empower them to build a special connection with their mother. Partnering with mCanvas granted us the ability to design and deliver the campaign seamlessly,” commented Anirban Mukhuti, Saint-Gobain Gyproc India.
Vinod Thadani, Chief Digital Officer, Mindshare South Asia added, “We at Mindshare have always aimed to have an effective and innovative approach to narrate brand stories and thereby engage the audience in an immersive experience. With this Mother's Day campaign for Saint Gobain, we got an opportunity to enable people to relate to and express their emotions through meaningful conversations. Partnering with mCanvas has enabled us to create a voice-enabled ad, that also encouraged users to share personalised messages with their mother in a unique way, through an innovative platform with outstanding results.”
Vishal Rupani, Co-founder & CEO, mCanvas concluded, “Our voice-enabled mobile ad for Saint-Gobain aimed to make Mother’s Day special. Enabling users to write personalized messages which could then be shared directly with their mother, allows them to deepen the bond and also creates lasting brand recall.”
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 into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: www.mCanvas.com