1. CATEGORY SUB CATEGORY ENTRY DETAILS OBJECTIVE CREATIVE SOLUTION
21. BRANDED CONTENT AND ENTERTAINMENT
SUB CATEGORY
21b. Best non-fiction program, where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s).
ENTRY DETAILS
Entry Name –
When Women’s Courage prevailed from 8PM to 8AM
Client – Titan
Brand – Sonata ACT
Time Period – December 2016 to January 2017.
OBJECTIVE
The product we were working with was Revolutionary – Sonata ACT, a safety watch with a panic button that aimed to power Women with Courage. The goal was straight forward – Build awareness and positive brand association amongst young women, and in the process, sell 6000 watches.
CREATIVE SOLUTION
In India, women’s safety is a negative topic loaded with concern and fear. Sonata ACT wanted to equate women’s safety with Courage instead. We needed a REVOLUTION to instil a change of mindset like that.
Indian women stepping out after 8 PM? Risky right? We took that risk, multiple times over.
We kickstarted the Manzil Pe Nazar radio movement in 21 cities. The momentum was built over 3 weeks with inspiring stories of Courageous women, strategic time checks, content elements and insistent countdowns leading up to India’s First Ever Midnight Radio Marathon - A special 8PM to 8AM show with an all women crew from a makeshift studio setup in public spots.
Outdoor RJs travelled across the different cities interacting with real women who were braving the night. Social media was abuzz with RJs, celebrities and the audience conversations. The activity became so popular that celebrities walked in on their own to converse with RJs in the outdoor studios.
RESULTS
Within 4 weeks of the activity, sales target was met.
The campaign reached 32 million+ people on radio and digital, with over 3 million social impressions, and a healthy 15-20% engagement.