mCanvas, a storytelling ad platform for small screens, has launched an interactive mobile ad for DBS Bank that promotes its CSR initiative with Sampurn(e)arth, which provides a comprehensive waste management solutions to bulk waste generators such as corporate houses, townships and educational campuses.
Ideated and executed in partnership with Resultrix, the ad campaign engages audiences with its game-based approach.
For the campaign, mCanvas is using its proprietary ad format ‘Scroller’, a user-initiated full-screen expandable. The game promotes recycling and challenges users to segregate wet, dry, and electronic waste into the three respective trash bins within a short duration. The closing card in the campaign has an embedded video that tells users more about the benefits of recycling waste and how Sampurn(e)arth can help. It continues to achieve an impressive click-through rate of over 1.3% and is clocking above 12 seconds time spent.
Sheran Mehra, Head Group Strategic Marketing and Communications, DBS Bank India, said, “The mCanvas format allowed us to bring our message of ‘Recycle more, Waste less’ to life in a gamified style that is atypical for a CSR campaign. The fast-paced, positive humour of the videos broke away from the style of traditional social messaging, while retaining a compelling narrative. As a bank that believes in doing things differently, we were excited to highlight our support of social innovators through more experiential ways and involve digital natives through this interactive medium.”
Raveena Udasi Mathew, Group Head, Performics, Resultrix, said, “Through DBS Sampurn(e)arth campaign, we wanted to communicate the message 'Recycle more, Waste less' in a way that engaged and involved the users, rather than a vanilla ad campaign. To meet this objective, we executed this innovative format with mCanvas, which helped the initiative connect with users in a human-centric and interactive approach, while reaching a large audience. The game-based idea is working wonders for the campaign and we have already achieved great traction.”
Vishal Rupani, Co-founder and COO, mCanvas, said, “It is the responsibility of advertising to communicate social issues. This campaign addresses today's issues and we intend to spread a positive message with this initiative and encourage citizens to make a conscious effort to segregate waste and recycle.”
“Our combined efforts will not only make a difference to the mindset of consumers, but also instil a productive commitment to saving our planet. We are happy to get the opportunity to be a part of this social change,” he added.
Client: DBS Bank
Agency: m Canvas and Resultrix
Sr. Sales Specialist, West, mCanvas: Akshay Nandoskar
Jr. Specialist, Creative Strategy, mCanvas: Mohit Thakkar
Sr. Visual Designer, mCanvas: Devendra Shelar
Team Lead, UI Development, mCanvas: Sunil Choudhary
Sr. Specialist, Creative Strategy, mCanvas: Jenisha Pandya
Group Head, Resultrix: Raveena Udasi Mathew
Assistant Manager, Digital, Resultrix: Sheetal Shetty