Ogilvy sits high at the Yahoo Big Idea Chair Awards with Fox Crime and Vodafone
Ogilvy’s digitally-led 360 campaign has scooped the best of show at this year’s Yahoo Big Chair Awards in Delhi last night.
The Big Chair went to the agency’s integrated campaign for the launch of FOX Crime: an entertainment channel entirely dedicated to crime and investigation.
Ogilvy’s wins also included Gold in the Best Digital 360 Campaign category for Fox Crime. Gold in the Best Use of Social Media category for Vodafone; and Silver in the Best Use of Mobile Advertising category for Vodafone.
“The work and the wins are the culmination of a fantastic team effort between Ogilvy Advertising and OgilvyOne,” said Kunal Jeswani, Country Head, OgilvyOne. “The campaign objective was simple: launch the channel in a way that would get potential viewers hooked on crime. The solution was a digitally-led campaign, which challenged the audience to solve a mysterious crime; just like one of the crimes they would experience on the channel itself.”
The core target audience was 15-35 year-olds across the key metros in India.
Graham Kelly, ECD, OgilvyOne said: “These digitally-savvy consumers are the growth engine for India’s booming video sharing and social media scene – both these digital channels were to play key roles in the integrated campaign.”
The campaign launched nationwide with three 30-second films. Each film told a different story and deliberately obscured the motive and identity of the murderer. Outdoor, Print and Online display ads drove eager detectives to www.foxcrimeindia.com.
Prasanna Kulkarni, Senior Creative Director OgilvyOne Mumbai explains: “The real detective work took place on the microsite. Clues hidden in the films, the Facebook brand page and microsites linked to a particular crime scene had to be deciphered. After players solved the final puzzle they were rewarded with a 60-second film, revealing the actual crime.”
At the end of the two week campaign the first five people to crack the case first will go an all-expenses paid trip to the Museum of Crime & Punishment, in Washington D C.
Navin Talreja, Managing Partner, Ogilvy Advertising Mumbai said: “We have always been a great integrated agency and have believed in developing ideas in a media neutral (discipline neutral) way. These wins are a huge testimony to this fact. In great part this has also been possible because these ideas were lucky to find passionate clients . A big salute and thank you to them.”
Sukesh Kumar Nayak, Group Creative Director: “What makes me really happy about this win is the fact that we are truly becoming a digital agency irrespective of discipline one works in. What also delights me is the fact that there are clients like Star & Vodafone who are willing to invest in an exciting digital idea.”
To date the campaign microsite so has received 180,278 + unique visitors with 39,857+ registered detectives with over 2,477+ detectives already solving the case. The Facebook fan page has grown by more than 400% from 19,000 to 76,429 fans.
Organic buzz created on social media was significant, the Twitterati helped spread the word about the campaign and the Facebook page saw on an average 23,700+ comments/clue queries on our wall on a daily.