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Goafest 2015: Sponsors keep the engagement quotient high 

Keeping the fun and frolic spirit up, Times Network, OneIndia, and ID channel organised a slew of activities for the delegates to balance the ‘gyaan’ sessions with games

Aanchal Kohli | Mumbai | April 14, 2015

Goafest-2015-logo

Apart from the sessions and the contextual talks, Goafest 2015 had a lot more new things that kept the audience engaged and entertained. The moment one entered Goafest 2015, Times Network welcomed with a white welcome door showcasing their new theme, ‘Now or Nothing’. While last year, Goafest started with a bang to do justice with its theme, ‘Band Baja Baraat’, this year was comparatively more calm and sophisticated.

This year at Goafest, the sponsors made a strong effort to keep the attendees engaged with games and winning freebees. Times Network, Investigation Discovery and HT Media, among other sponsors, organised various activities like sailing, solving a criminal case, playing mechanical bull and many more for the attendees.

Times Network – bull simulators & million dollar girls

Since Times Network was the title sponsor, almost all the brands from its bouquet carried out some activity or the other to keep up the spirit of Goafest.

Times-Now-no1

Times Now celebrated its leadership in the English news genre by constructing a 20 feet high installation of the number ‘1’. The structure symbolised Times Now’s position as an undisputed leader and most watched news channel for the past seven years in the country. It also marked the channel’s dominance in the English news space by being No. 1 for 100 weeks in a row.

bull-simulator

ET Now installed a ‘bull simulator’, which gave people the experience of mounting a bull. Participants who managed to stay on the bull for more than 20 seconds were gratified by ET Now magnets, while those who stayed on for more than 30 seconds won an ET Now laptop bag. There was also a leader board at the zone to capture the top 10 participants.

ET-Now-2

ET Now also engaged the attendees with its Bada Socho – The ET Now Money Tree, wherein a tree was installed in the pre-function area and the entries, shared on bills, were put up on the tree to give it the look of a majestic money tree.

Speaking on the innovations, Times Now, Zoom and ET Now’s Marketing Head, Shantanu Gangane, said, “We wanted to keep the attendees engaged at Goafest this year. For the Times Now activity, people at the fest were invited to climb atop the installation and soak in the picturesque 360-degree view of the festival and be a part of the of the unstoppable ‘1’ march of Times Now by clicking memorable pictures with the selfie sticks provide by the channel.”

On the ET Now activation, Gangane said, “The ET Now tree activity was an engaging one, where participants got an opportunity to grow their money with their unique ideas in the fastest and most profitable way. Each day, five lucky winners were selected, who won Rs 2,000 each. The activity received a grand response as participants put on their thinking hats and came up with mind blowing, yet wacky ideas on how they would maximise their money within eight hours.”

Adding further, he said, “The bull stimulator activity was also a hugely appreciated one and received an overwhelming response, where enthusiasts got on the bull and challenged each other to feature on the leader board.”

Movies Now created an installation that blew special ‘Wolf Of Wall Street’ money in the air through a blower. Participants had to catch as much money as they could and winners with the maximum amount of notes won Movies Now merchandise. This apart, two ‘Money Girls’ wrapped in wads of dollars offered a photo opportunity to the visitors, who could get their photos clicked with the girls which were framed in a branded photo jacket that said ‘I Partied like a Wolf at Goafest’.

For the first time, Zoom hosted a rain and foam dance party at Goafest, which included engagement activities such as a water slide and a trampoline.

Witnessing the deep blue sea with OneIndia

OneIndia gave an opportunity to the people to sail and go kayaking for 30 minutes in the sea. While last year this activity was open only to the agencies, CXOs and CMOs, this year everyone could avail of this activity. OneIndia also set up a dart board, which involved all the newspapers under its umbrella – Hindustan Times, The Hindu, Anand Bazaar Patrika (ABP), and so on. Participants had to aim at any three newspapers on the dart board.

ashu-sailing

Hindustan Times’ Business Head, Ashu Phakey, commented, “Sailing is a team sport, where the crew and helm have to come together and harness the winds. Similarly, OneIndia is the coming together of three players – HT Media, The Hindu and ABP – to make one team and harness each other’s market strengths synergistically. We think through the enjoyable experience of sailing at Goafest, the delegates would have soaked up the OneIndia spirit. We got a fantastic response from the delegates. Agencies that participated were Contract, Madison, ZenithOptimedia, Lintas, Publicis, etc.”

Sharing his experience, Phakey said, “Yes, in fact, I too took part in the sailing activity and found it to be very similar to the corporate world – you have to navigate the changing environment, take decisions on the spot, and strategy is the key to reaching your goal, because the straight line approach isn’t always the best. You have to change course as the wind blows and take advantage of the push it provides.”

ID offers a chance to be the detective

ID (Investigation Discovery) channel set up a booth at Goafest 2015, which offered an opportunity to delegates and industry honchos to participate in a hunt to ‘find the culprit’. ID claimed that its booth was visited by over 1,500 people during the three-day festival.

Prisoner-at-ID-stall

The channel also engaged with the Goafest audience through an SMS campaign, titled ‘ID – Cool Investigator’. Attendees were sent questions related to a crime on SMS and had to respond with the correct answer, using their logical reasoning. The campaign received responses from over 500 visitors and winners were rewarded at the ID booth. There were also plenty of selfie moments and fun activities organised throughout the three days of the festival.

Selfie-Moments

In a media statement, Discovery Network’s Vice-President - Marketing Head, Rajiv Bakshi, said, “Goafest has been one of the strategic platforms for us. Every year we keep making the people understand our brand. Staying true to this philosophy, this year, too, we thought of making the attendees understand the look, feel and brand philosophy of our newly launched channel, ID. With different activations every day, we managed to grab a lot of attention this year. ID has been an integral part of Goafest since its launch last year.”

Info@BestMediaInfo.com

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