8. Mungle – Animated Series
Billoo decides to chuck his life as a
cable guy in the heartless city and
move to the jungle for some peace
and quiet.. amongst his own
‘people’..
…but ends up bringing a little bit of
the city with him! In the form of the
Mobile Phone, making it The Mobile
Jungle or ‘MUNGLE’
The story traces Billoo’s journey as
he brings the mobile phone to the jungle,
Becomes an ‘internationally wanted’
Mobile Expert and goes from
being an outsider to Hero to Villain..
12. 2013
• 24 Member Team
• Rapidly emerging as a premiere ‘Mobile First’ Digital Consultancy
• Changed client & service mix to reflect our focus & vision
13. What we love doing
• Short form Content
• Branded property creation
• Digitally Augmented real world experiences
• Monetisation mechanisms
14. Skills & resources
• Analytics driven Media buying
• Widgets library
– Track everything from media to social interactions
– Facebook apps
• Image submission
• Graffiti
• Twitter + Android App
• Applying game mechanics to processes
– Badges engine
– Rewards engine & Coins system
• Mobile delivery of content
15.
16. Key Services
• Manage complete Digital footprint
– 50000 + minutes of active engagement & interaction everyday
• video, website, social, mobile
– 50Mn + impressions
• Media Planning & Purchase
• Content production
• AWS / VPS deployment
LAMP framework development
17. 2 Case studies
• Star Of India (shortlisted at Cannes 2012 for
best use of Integrated media)
• India’s First Gamified Dance School
23. Campaign covered by more than 100 bloggers
Over 1 million views on the day of launch.
*Actual Images from the sets of New Star of India
24. - Typically fan-pages are slow and sporadic in responding
to queries and posts
- Our super responsive community management team interacted with every
single fan post.
Promoting key fan posts as well as unique content using FB media.
Sponsored stories used to create a viral effect
Community Management
Facebook Media Buying
Campaign Cornerstones
48. Jetking
• Solution
– LMS:
• A robust Lead Management system, with capability of collecting Student
information (Leads) from various sources – Landing pages, 100 microsites, call
centers, walkins, PC, Mobile, Tablets, etc irrespective of the technology being used
at the sources.
– Microsites:
• While the headquarter controlled section ensured that the communication on all
the micro sites is synergetic to brand communication, the section controlled by
franchisee provided them with enough real estate and features to leverage their
skills, experienced faculty & alumini at large.
54. Index
Client Product genre
Nissan Europe New Star of India Bollywood / Youth Centric
Jetking IT Training Courses Education
Nissan India Nissan Sunny Automobile
Goodwyn Tea FMCG
MET Management Courses Education
55. De code the brief
Note limitations of Creative
Identify platforms with the right audience
Cross Check traffic & Audience insights using radian 6, google ad
planner, etc
Checklist the best platforms interms of audience
Shortlist platfroms based on previous performance
Allocate Budgets to platforms
Connect with platforms & get pricing
Devise an Optimised Media Plan
Approval by client
Go Live
The process
56. The brief:
New
Star
of
India
Nissan wanted to reach out to the Youth of India, the Car buyers of
tomorrow. The main objective was to familiarize the youth of India
with brand Nissan. And hence we were all set to mash up Bollywood,
Cars & Facebook to create the ‘World’s First Bollywood Movie
Auditioned on Facebook’ Co-staring Ranbir Kapoor called
‘New Star of India’
57. The Strategy:
New
Star
of
India
Since the campaign was targeted to the youth of India
To reach out the audience we narrowed down on the following variables.
Psychographics: Get-going adopter, Progressive, Flamboyant Flamingoes (loves to
Dance), value oriented.
Demographics: Of age 15 – 24, living in metros, tier-2 cities, access to digital medium
(PC and/or Mobile).
60. TOI : Expandable banners
TOI : video Pre-rolls
Daily Motion : Mast head Banner
Bollywood Hungama : HP Spotlight
New
Star
of
India
61. Outcome
New
Star
of
India
Reached more than 40 Mn people online
Impression used : over 300 Mn, CTR of 0.3%
Over 5.5 lac fans on Facebook fan page
Over 1.5 Lac views on Youtube.
40 Mn
People
reached
62. BRIEF
JETKING
Jetking wanted a campaign with high ROI from Apr’12 to Jul’12
when maximum admissions in the education sector takes place.
One of the challenges was high decibel online marketing by its
competitors
The objective was to market courses & get interested students
to fill up the enquiry form.
Jetking
Infotrain
ltd
63. STRATEGY
JETKING
Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar niklo‘
Highlight testimonials from Jetking Alumini who have made a mark
in the society.
Target students who are preferably at the Preference stage or
Purchase stage for High ROI.
64. EXECUTION
JETKING
PlatformsUsed:
Google search
A Separate Landing page
Prominent banners of Jetking Alumini with their Designation &
Salary Package and one liners from them saying how Jetking
made this possible for them.
Minimal fields in the enquiry form
UX: Clutter free Course information, Drop downs in forms, pop
ups, no click access
Contd…
67. Nissan Sunny Launch
– MET Mumbai, one of the top 10 management colleges in
Maharashtra wanted to reach out to their audience via the
digital medium & inform them about the Post graduation
courses available.
– Generate interest and drive registrations
The Brief:
MET
68. Nissan Sunny Launch
– Hyper geo targeting for age group between 20 – 24 within
– Interest – Marketing, Brand Building, Finance and more
– City - Mumbai, Pune, Navi Mumbai, Thane
– Platforms used:
• Youtube
• Orkut
• Facebook
The Strategy
MET
73. Nissan Sunny Launch
– Campaign served more than 60 Mn impressions
– Campaign Avg CPC less than Rs. 13
– Over 2500 registrations in two months
The Outcome
MET
Over 2.5K
registrations
in 2 months
74. Nissan Sunny Launch
Nissan Sunny to be launched in India. One of the top three
models ever sold world wide.
Highlight the trust that millions of customers across the world
have put in the brand NISSAN SUNNY.
Create a distinct voice in a cluttered segment
The TG:
Aged 24 to 40, living in metros, tier 2 & 3cities.
Either the family already has a car, or is looking to own one
The Brief:
NISSAN
SUNNY
75. Nissan Sunny Launch
Leave Foot prints on as many web properties as possible
Websites from the following genres were used:
News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.
The Strategy
NISSAN
SUNNY
84. NISSAN
SUNNY
Nissan Sunny Ranked No. 1 on Search Trends for 1 Whole Week
Over 120 Mn impressions booked
More than 7,000 test drive leads collected in a month.
Conversion of more than 2.5%
0.7%
ctr
86. SOTC
• Ask : Inform prospective customers
about SOTCs new tour packages and
offers
• Our Opportunity:
– Holiday Season. Spike in holiday
related search
• Insight:
– Should reach out to specific audience
with related communication
– Vernacular ads to run in 2 tier cities
– A simple clutter free landing page for
taking enquiries
• Result:
– A high Click to Lead ratio of 20%
– Seamless movement of quality leads
from search to Click to Lead
– Leads at a much lower cost than
initial expectation
90. Our Creative Director, Vishal Kashyap,
designed a brand identity that is full of hope and youthful
keeping with the brand ambassador Yuvraj Singh
91. An interactive multimedia piece outlining
Yuvraj’s journey as a superstar sportsperson
upto his fight with Cancer.
92. To build in virality we designed a virtual t shirt that allows people to be a part of team YouWeCan
and share the virtual t shirt on their FB walls, Twitter etc
100. Measurement of Campaigns
1. Impressions
2. Geography
3. Interactions (Clicks /likes)
4. CTRs
5. Avg CPC (For PPC campaigns)
Sr. No Platform Name
Booked Delivered
Budget Consumed
Amt (Rs.)
Impression
s
Clicks/Interaction
s
Impression
s
Clicks/Interaction
s
CTR (%)
1 Facebook xxxxx xx xxxxx xx x xxxx
2 Search xxxxx xx xxxxx xx x xxxx
3 Google Display N/W xxxxx xx xxxxx xx x xxxx
4 Youtube xxxxx xx xxxxx xx x xxxx
Largest library of characters and original content
Distribution agreements with all major telcos
Largest library of characters and original content
Distribution agreements with all major telcos
Interesting part of meeting Zee is that it’s a super brand with monetisation potential on SFC – if that’s part of your long term plans
Augmentation can be simple from a facebook contest that creates an offline expereince to a prescient location aware app
Interesting part of meeting Zee is that it’s a super brand with monetisation potential on SFC – if that’s part of your long term plans
Why should you hire us?
We’d been ambling along, happy with lots of creative work, till these experiences happened to us
We’d like to share two case studies, they encompass, social, mobile, media buying & monetisation, design & cloud based technology. They also represent the paradigm our team has travelled in the last two years, and therefore our understanding of digital tactics.
And barter ‘exclusives’ for coverage
----- Meeting Notes (03/06/13 18:28) -----
use emailer
Deep integration with a dance show on a tv channel, bound by contract, so that’s all we can say