Categories Name : SPECIAL AWARDS

Sub-Category : Best use of AR or VR

Entry Name (Campaign) : Entertainment Wish Karo, DishTV Karo

Brand Name : DishTV

Metal : Gold

Covering Note / Overall Experience

"DishTV– India’s leading ‘Direct To Home’ television operator aimed to engage with the digitally unconnected audiences in Tier 3 markets using entertainment.
TG - Rural India, UP
Through a 1st of its kind - "Innovative Offline To Online Digital BTL Campaign", built using Augmented Reality over a mobile device, the campaign focused to bring entertainment to Tier 3 audience
Strategic Objective
1. Drive high brand awareness about DishTV’s customized packs ( Top of the funnel )
2. Increase adoption of DishTV services in Tier 3 market ( leads ) ( Bottom of the funnel )
Challenge
1. The rural segment of the population needs a simplistic but detailed explanation for adoption. Challenge lay in ensuring this is done smoothly in the campaign, ie, make the campaign easy to participate
2. Making sure, creating top of the mind awareness of DishTV’s services is done effectively
3. Without using filmstar Shah Rukh Khan's-SRK’s actual physical presence, create an engaging activity with the target audience
Opportunity
The rural population, which contributes to 70% of India's population, was a digitally unconnected segment for business. Tapping this segment brings a big opportunity for DishTV.
Through a campaign that utilized technology and entertainment
a) brand could create a differentiation
a) create higher recall
b) position DishTV as the go-to destination for entertainment, driving higher market share for DishTV
So, we created an offline to online CROSS MEDIA Digital BTL campaign based on Augmented Reality on Mobile devices that could allow participants in rural areas to Dance with Shah Rukh Khan without SRK being actually present at the area of the campaign. The campaign was split into 3 parts:-
a) Pre Event promotions - which utilized multiple channels like pamphlets distribution(print), direct marketing, outdoor marketing- mobile booths( vans), playing jingle across villages ( Stage - Create Awareness )
b) Event Participation - where "Dance-Off" session with SRK using AR was executed along with ""take a picture with SRK"" over mobile devices ( Stage - Create Desire )
c) Product Information & lead collection - where DishTV's product plans were shared, which potential consumers could purchase or get a subscription of ( Stage - Create Action )
We evaluated the campaign basis the following:-
1. Brand Awareness and participation
2. Offline to online Leads collected
3. Lead conversion into actual sales"
PLEASE NOTE:- *Note campaign end date - 31 Mar 2018

Concept

"Creative & Media Strategy
We designed our strategy clearly focusing on 2 aspects
a) TG is currently digitally unconnected
b) TG needs to be digitally encouraged by delivering AR experience through Mobile Devices
Media strategy
Use of cross-media
-> Offline Marketing - Pamphlets, mobile vans, jingles, and music,
-> Direct Marketing - One to one marketing in villages
-> Mobile Marketing - Augmented reality campaign delivered over mobile devices for consumers
a) Content & Promotion- using pre-event promotions where 1) pamphlets were distributed across villages 2) Mobile Vans showcasing "Are you ready to Dance with SRK?" ( in Hindi ) was regularly promoted in these villages, jingle playing, along with during event announcements. These communications were done in the Hindi language to connect better with TG
b) Channel -
-> Pre Event - since the TG was Digitally unconnected, we focused on using offline sources of communications ( Pamphlets, word of mouth, verbal communications, use of voice - playing DishTV jingle ( through speakers )
-> During Event - Use of mobile devices to deliver entertainment using Augmented Reality - "Dance Off session with SRK"
c) Tonality Used - fun and entertainment
The strategy was to create an entertaining digital experience for the unconnected audience in rural areas, with the use of Augmented Reality. An interactive DanceOff with SRK was designed to create curiosity amongst the audience to participate in the AR activity. The participant could witness his/her "Dance Off" over the mobile device. To generate qualified lead we incorporated a fan moment in the form of a picture with SRK, where each participant could relish a "picture with SRK" ( without SRK being physically present at any stage of the campaign). The campaign involved the usage of a first of its kind DIGITAL BTL to create high engagement with the TG where each participant would dance with SRK using AR over a mobile device.
PLEASE NOTE:- *Note campaign end date - 31 Mar 2018

Innovation

The campaign was a 1st of its kind - Cross-Media Digital BTL INNOVATION for brand awareness that saw a blend of Augmented Reality creating an immersive experience for consumers.
Key Highlights Of Innovation:-
1. Use of tech as Augmented Reality - which created an immersive experience for consumers, especially the rural segment which was our focus TG
2. Cross-Device Deliverability - which made the campaign highly inclusive for TG. Anyone with a mobile device could enter the campaign
3. An amalgamation of Offline To Online - a first of its kind BTL campaign that saw consumer experience delivered over mobile devices and footprints being captured too.
4. No Additional Fee - without any additional fee being consumed for celebrity, the campaign delivered a memorable fan moment for Shah Rukh Khan fans using augmented reality.
PLEASE NOTE:- *Note campaign end date - 31 Mar 2018

Execution

The BTL activity was spread across 61 rural villages/towns of Uttar Pradesh. An outdoor setup over mobile booths/vans was organized for the "AR Dance-Off".
This "Outdoor Digital Mobile AR led BTL Campaign" was split into 3 parts
a) Pre Event promotions - where pamphlets were distributed in each area of the campaign to create event hype ( Stage - Create Awareness & Intention ), along with mobile vans playing jingles, and 1-to-1 direct marketing in villages
b) Event Participation - where "Dance-Off" session with SRK using AR was executed along with "take a picture with SRK". ( Stage - Create Desire )
c) Product Information & lead collection - where DishTV's plans were shared after the dance off which users could purchase or get the subscription of ( Stage - Create Action )
A good portion of the campaign budget went off in executing the campaign through mobile and that was because AR delivery through mobile was the key element to building experience for consumers which included the "Dance Off" session and take a pic with SRK session. The touchpoint for consumers for delivery was Mobile devices.
The mobile experience was the key to the campaign and hence a focus of budgets went on ensuring the quality of delivery is enriching for potential consumers.
PLEASE NOTE:- *Note campaign end date - 31 Mar 2018

Results

The campaign was highly successful in achieving set objectives as the key focus was on using DIGITAL to connect the digitally UNCONNECTED target audience through the use of mobile devices.
Results
1. High Brand Awareness
High Footfall & Engagement. Thousands of fans engaged with the campaign, across villages
2. Strong Engagement
Over 43% of customers shared data with DishTV for their services across service points
3. Successful Conversions
37%+ of the hot leads converted into actual sales
4. With NO ADDITIONAL investment in celebrity FEE, the campaign delivered an unmatched ROI using a first of its kind AR technology for a DIGITAL BTL campaign using mobile devices
5. Market Share - Campaign successfully enabled DishTV to create awareness and strengthen its market share in tier 3 regions
PLEASE NOTE:- *Note campaign end date - 31 Mar 2018