3. Spirit of Mumbai???
The city of dabawallas. The city of Bollywood dreams. The
city of Vada Pav. The city of chaos. The city that never
sleeps. The city that rises after every fall. The city that
becomes you.
But then again, Mumbai isn't a city. Mumbai is an enigma.
4. Spirit of Mumbai
• All Mumbaikars have a very busy schedule.
• United by the spirit of Mumbai, but hardly connects with each other.
• Gateway of India symbolizes their love and affection for the city that
gives them identity.
• Philips Lighting, already an established leader in lighting systems
especially LED lighting system decided to advertise/promote their
latest products by having an emotional connect with the people.
• Philips in association with MTDC came up with this campaign under
“Adopt a Monument” idea in order to preserve cultural heritage of
Mumbai
5. What did Philips do
PRE EVENT: They made a microsite
MumbaiInANewLight.com
Where they encouraged people to have
conversations and created competitions
to encourage involvement.
EVENT: To showcase the splendour of
the lighted Monument.
POST EVENT: Post the event, visitors
at the Gateway were asked to share
their evening plans at the Gateway and
pictures of their outings. Participants
with best pictures and plans selected by
a jury could win gifts
https://www.youtube.com/watch?v=ld
6. Social Media Initiatives
Facebook Campaign : Contests for posts and pics with maximum likes
Facebook App: People could light up the gateway of India choosing a variety
of colours presented in the app.
Online Streaming: Microsite was launched for streaming the event live, online.
Photography: Community of 3000 amateur photographers called for Mumbai
weekend Photo Shoot was formed.
Twitter: #MumbaiInANewLight was launched
#MumbaiInANewLight received more than 10 million reach and 17 million
impressions online.
9. Achievements of Spirit of Mumbai Campaign
• @AvianMedia_ wins the best digital campaign for @PhilipsLightIND
for the #mumbaiinanewlight campaign #SabreAwards
•
• @AvianMedia_ #MumbaiInaNewLight campaign is shortlisted 4
Best Use of Tags/Hashtags Award @ #Socialathon2014.
•
• Won digital award gold and social media certificate of excellence for
#mumbaiinanewlight #SabreAwards
10. Statistics
• The Campaign microsite achieved 46K page views
• 1000 FB visits in 2 weeks
• 250 online pics and huge success of the photography contest
• Active participation by Mumbaikars to share their ecstatic
experience
• Huge success of tweets and re-tweets on Twitter -745 approx.
• The footfall to Gateway increased multiple folds to experience “What
actually light can do!”
11. What went well
• Excellent Collaboration with Maharashtra Tourism Development
Authority.
• Well thought out plan for pre and post events keeping the
momentum going.
• Use of social media in an excellent way and timelines decided for
each event was well thought off.
• Attraction towards the event was maintained through distribution of
gifts and competitions.
• As , monument lighting makeover happened in such a grand way for
the first time in India, they got a lot of hype and social acceptance.
• Community formation and targeting the emotional aspect paid off
well for Philips and Maharashtra Tourism.
12. What didn’t
• More Impressions on Twitter only rather than Facebook and
YouTube
• Out of 1.5K invitations sent through social media, only 300 turned
up.
• Mobile App was not successful as it was launched after the opening
ceremony
• Integration across all social media platforms was not uniform.
13. Our Recommendations
• 24th
January was a Friday night, which for maximum number of
people was not convenient and could have been organized on 25th
or 26th
Jan ( Republic Day).
• More attraction could have been created by asking Mumbaikars,
which monument they wanted to have a lighting makeover.
• Facebook and YouTube was not leveraged as compared to Twitter.
• Integration of social media channels would have benefitted the
brand more.
• They could have entrusted a brand ambassador, liked by
Mumbaikars who would have promoted the event on social media
websites.
14. Our Recommendations
• You tube channel showing the history of Mumbai and the importance of the
monument Gateway of India
• A 24 hour live event at the “Gateway of India” before the opening ceremony
• A live streaming activity where users can comment their views
• Selfies on Instagram
• Roped in well know personalities in Mumbai and ask them to interact with people and
make them 'Experience' the 'Most lighting place in Mumbai”
• Switch from micro website to main stream website, and maintained a legacy of
lighting up one monument every year and asking people which city they wanted next.
• Targeting young audience to light up their best hangout places and posting the same
across different social media platforms like Instagram
