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The story behind Ogilvy sweeping the Yahoo! Big Idea Chair

It was teamwork by OgilvyOne & Ogilvy Advertising and the faith in digital on the part of clients like Fox Crime and Vodafone that pulled it off

The story behind Ogilvy sweeping the Yahoo! Big Idea Chair

It was teamwork by OgilvyOne & Ogilvy Advertising and the faith in digital on the part of clients like Fox Crime and Vodafone that pulled it off

BestMediaInfo Bureau | Delhi | October 21, 2011

Passionate clients and integrated teamwork at the agency level: these two attributes sum up what propelled Ogilvy’s digitally-led 360 degree campaigns to a heap of awards this year at the Yahoo! Big Idea Chair Awards held in New Delhi on Wednesday. Among the awards that OgilvyOne picked up are: the Yahoo! Big Chair Idea for Fox Crime; Gold in ‘Best Digital 360 Campaign’ category also for Fox Crime; Gold in ‘Best Use of Social Media’ category for Vodafone; and Silver for ‘Best Use of Mobile Advertising’ also for Vodafone. Said Kunal Jeswani, Country Head, OgilvyOne, “The work and the wins are the culmination of a fantastic team effort between Ogilvy Advertising and OgilvyOne. The campaign objective for Fox Crime was simple: launch the channel in a way that would get potential viewers hooked on crime. The solution was a digitally-led campaign, which challenged the audience to solve a mysterious crime, just like one of the crimes they would experience on the channel itself.” The core target audience was 15  to 35-year-olds across the key metros in India. Graham Kelly, ECD, OgilvyOne, said, “These digitally-savvy consumers are the growth engine for India’s booming video sharing and social media scene – both these digital channels were to play key roles in the integrated campaign.”

The Fox Crime campaign was launched nationwide with three 30-second films. Each film told a different story and deliberately obscured the motive and identity of the murderer.  Outdoor, print and online display ads drove eager detectives to www.foxcrimeindia.com.

The results till date are proof of the campaign having served its purpose. The campaign microsite has received 180,278 plus unique visitors, with 39,857 plus registered detectives, and over 2,477 detectives already solving the case. The Facebook fan page has grown by more than 400 per cent from 19,000 to 76,429 fans. The organic buzz created on social media was significant: the Twitterati helped spread the word about the campaign and the Facebook page saw on an average of 23,700 comments/clue queries on its wall on a daily.

Prasanna Kulkarni, Senior Creative Director, OgilvyOne, commented, “The real detective work took place on the microsite.  Clues hidden in the films, the Facebook brand page and microsites linked to a particular crime scene had to be deciphered. After players solved the final puzzle, they were rewarded with a 60-second film revealing the actual crime. At the end of the two-week campaign the first five people to crack the case first will go an all-expenses paid trip to the Museum of Crime & Punishment, in Washington DC.”

Talking about the teamwork, Navin Talreja, Managing Partner, Ogilvy Advertising, Mumbai, commented, “We have always been a great integrated agency and have believed in developing ideas in a media neutral way. These wins are a huge testimony to this fact. In great part this has also been possible because these ideas were lucky to find passionate clients. A big salute and thank you to them.”

Praising the role of the clients, Sukesh Kumar Nayak, Group Creative Director, Ogilvy, said, “What makes me really happy about this win is the fact that we are truly becoming a digital agency irrespective of discipline one works in. What also delights me is the fact that there are clients like Star and Vodafone who are willing to invest in an exciting digital idea.”

For more info, visit: http://www.someofourthinking.com/foxcrime/

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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