Morphy Richards wanted to showcase the highlights of its Mixer Grinders product range. The challenge, therefore, lay in bringing alive the Power Fine Grinding aspect of the product, while simultaneously engaging the visitor.
Yahoo! and the agency Digital Law & Kenneth brought together the magic of engagement and a showcase of the features on a creative Tandem ad Banner. With the key thought that engagement in the online world is getting the customer to interact, the Drag and Drop Tandem Banner was created. It was a unique first of its kind creative which met the client objective.
Yahoo! brought together the ingredients of Science+Art+Scale to meet the brand’s objectives. The technology and science such that customers could drag the ingredients from one banner to the mixer grinder on the other banner and the Morphy Richards mixer grinder would churn the product! The Art of an engaging creative which get the customers fingers clicking and interact with the Morphy Richards brand.
Finally the scale to reach meaningful numbers, the Tandem Drag and Drop innovation was positioned on Yahoo! Mail which reaches 19.2 million unique users per month with an average visitor spending almost 50 mins per month on Yahoo! Mail.
The innovation engaged users and achieved its goal of making power fine grinding ‘click’ with the audience with over 5 million impressions.
Yahoo! Launches the World Search Championship in association with Chevrolet
In a unique endeavor Yahoo! Search went on the look out for the World Champion in Search. World Search Championship is aimed at today’s generation that is constantly seeking the 'New' and provides them with a completely new experience on Search. The championship had randomly generated questions thrown up to users and had pre-populated Yahoo! Search bar which was programmed to pick up the relevant query, giving the user an advantage and opportunity to experience the Search.
Chevrolet came on board as the presenting sponsor with its offering Beat, a car that is a powerful call to action in itself. The Beat is radically fresh, it inspires love and just like every Chevrolet, it delivers value without compromise.
Chevrolet, the presenting sponsor, believed in the association. Ankush Arora, Vice President - Sales, Marketing & After-Sales, General Motors, said, "Chevrolet wants to be a pioneer in digital media. And since Yahoo! is a leader in the digital space, the association works well for GM. Chevrolet is constantly looking for engagement platforms and the search championship has given good results in the past. With the company’s focus on the mini segment, our TG core is now the youth and the activity helps address the target audience."
And the platform engaged and how. The Search Championship drew 1.3 MM Unique Users and close to 10 MM Page Views. Also many of the 5 lakh users who registered on the site, opted for a Beat Test Drive, delivering its core target audience to Chevrolet.
The site was extensively talked about in trade and promoted on the Yahoo! Network.
Art and Science of Digital Advertising: Get innovative with 'Tandem Ads'
Tandem Ads create a story, an environment and invite the user to come and interact with the brand. One can create the atmosphere by taking a combination of ads, such as a banner and skyscraper, a floating ad and a video, and so on. Brands can get creative with a story that resonates with the target audience and they will be interested enough to click and explore.
Be Beautiful by Unilever is a place created by the most trusted names in beauty: Ponds, Dove, Lakme, Sunsilk and Vaseline. Be Beautiful aims to make women feel more beautiful by having a panel of experts answer any query women may have regarding skin, hair or make-up. This opens up a world of privileges for them such as free makeovers, contests, rewards, and more. HUL wanted to bring all these aspects together and show them to a very specific audience in an engaging and interactive manner.
Yahoo! introduced Mail Tandem Ads in India for Be Beautiful. This is a powerful rich media experience which not only allows interaction between two Ad units (North and LREC Banner), but is also targeted as well has video capabilities.
The campaign was targeted at women in the 25-44 age group. A chroma shoot was done using three women who had a complete makeover walking on a ramp in a fashion-show kind of an environment. The women talked about unlocking beauty secrets and transforming their looks.
The pre-expanded video first plays in the LREC 300 x 250. Users click on the Expand button to see the viedo in a 728 x 255 frame. The women point to tabs which get highlighted in the top banner, the 728 x 90 area. The tabs lead to sections on the Be Beautiful website, where users could also submit their mobile numbers to register and win gift hampers.
What did Be Beautiful achieve with this Tandem ad?
Reached 1.6 MM women in 15 days! With an average user interacting 26 seconds with the ad, given that the total video of 30 seconds, 26 seconds was a strong number.
Samsung Jet Mobile on Yahoo!
Samsung recently launched their new mobile phone Samsung Jet with a unique proposition of a bright AMOLED screen and 800 Mhz processor speed.
The advertiser wanted a unique online promotion that matched the innovative product offering and approached Yahoo! with a unique creative representation of the product offer. It was to be housed on Yahoo! Front Page, a destination which in a single day aggregates traffic of around 4 MM - and thus would bring about the WOW effect in the campaign.
The intent was to create a high impact online and also ensure a steady flow of audience. The presence for Samsung Jet on Yahoo! was hence created focusing on impact, reach and speed.
The creative was programmed on the Front Page of Yahoo! where the Samsung Jet flew across the screen at a higher speed than a car. On clicking the expand button of the rich media Lrec banner, a takeover of the front page was initiated, with multiple details of the product.
The Samsung Jet campaign reached out to over 3 MM unique users in just seven hours with very high engagement. On an average a user spent over 1 min every time they interacted with the ad.
This innovation not only captivated the clients brief but also managed to catch a lot of attention and appreciation from the users.
Yatra.com on Yahoo!
Yatra Online Pvt. Ltd. is a travel company acting as a complete tour planner by providing information, pricing, availability and booking facility for air travel, hotels, buses and car rentals.
The advertiser wanted a unique online promotion that matched their corporate offering of enabling business and leisure travelers to make well-informed and cost effective bookings 24 hours, 365 days a year.
The intent was to create a high visibility 24 hour presence, 365 days a year and approached Yahoo! to reach out to the tech savvy travelers who like create their own travel plans online.
The plan for yatra.com was hence created focusing on impact, reach and 24x7 presence. Yahoo! offered to unleash the power of the Yahoo! Front Page; a destination which in a single day aggregates traffic of around 4 MM.
For the first time ever a Front Page Recommended Link was created for Yatra.com and when Yahoo! recommends, 4 MM users believe.
A user could plan their travel and book tickets from the Yahoo! Yatra Recommended Link itself - all with just one click. The campaign was supported by high decibel presence across Yahoo! Network.
In a period of 12 months Yatra.com witnessed a growth of 62% in the UU’s on their site, 42% increase in their total reach in the travel market and 68% growth in their average daily visitors (source comscore). Yahoo! enabled 5 MN travelers to reach Yatra.com in 6 months.
Yahoo! gets the conversation going between Youth and Pepsi
Pepsi launched the Pepsi 'What’s Your Way?' campaign where Youngistaan gave cool solutions to tricky day to day situations which often land them in a fix. Youngistaanis competed for the cool quotient online, by testing their cheek and wit to solve tricky situations presented to them.
It gave the 4 coolest Youngistaanis, a chance to appear on the Pepsi ‘My Can’. And everyday one youngster got the chance to become the ‘Youngistaani of the Day’ entitling him/her to a month’s supply of free Pepsi and Rs. 5,000 as SMS talk time.
Yahoo! created a destination for Youngistaanis, where it hosted the same questions and users could come and give their wackiest answers. Not only did the site host the Celeb situations but it also allowed the users to come and enter their own situations and let Youngistaanis answer them. The aim was for Youngistaanis to interact with the idea and even co-create their own situations, while having a lot of fun.
Yahoo! connects Reliance to the Cricket enthusiasts
Reliance Mobile has partnered with Yahoo! since May 2009 for sponsorship rights on Yahoo! Cricket for a period of 2 years. The success of the partnership is exhibited from the fact that Reliance Mobile has been able to garner approximately 5 - 6 million UUs per quarter through the sponsorship.
A latest report by the Internet research firm, comScore, indicates that viewership or usage of sports and cricket websites in the country has increased over the past year.
Amongst the sports sites, it is the cricket related sites which topped the list of sports sites in both January 2009 and 2010. This year, the top spot for the sports sites in India is held by Yahoo! Cricket, with 3.9 million unique visitors and a growth of about 305 percent since January 2009.
Reliance Mobile has also been using the network strength of Yahoo!. It used a unique concept of using Internet telephony through display banner for the launch of 'One Paisa SMS' campaign wherein users could send sms through display banners on special occasions like-Christmas, New Year, Valentine's day, Holi. The overall exposure that the Campaign has got on the Yahoo! FP is over 16 MM and this has generated more than 1.25 MM messages being sent.
Yahoo! helps Citi via gaming platform to sell Delhi Metro Rail Cards
In a clutter breaking experience Yahoo! created a robust game where the user gets to experience a virtual travel in a Delhi metro clicking and winning points. The platform acted as an advergame that communicated every aspect of the product and associated offers bundled-in and integrated to the game.
The game resulted in high brand awareness and recall with the target audience playing the game and registering for the card. The microsite also featured the television commercial and product details, associated promotional offers associated and with a forward to friend feature. Yahoo! acted as a complete solution provider by creating and hosting the site on Yahoo! server with data capture, display banners and analytics. With the objective of driving the relevant audience to the site, Yahoo! ran an interesting campaign leveraging its targeting and backend capabilities.
A great learning for both partners and an interesting attempt in the promotions category based leveraging the gaming platform.
Yahoo! helps take the action on the much awaited Ritz launch online
Yahoo! India partnered with Maruti Suzuki, India’s leading automobile car manufacturer for the launch of its premium hatchback - Ritz. The campaign objective on Yahoo! was not only to take the news of launch to its 27 MM users but also help them explore Ritz through a unique platform.
The Yahoo! platform of choice was Yahoo! Messenger, where conversation and engagement thrive. It is the largest trafficked IM in India with around 9 Million users spending over 1 BN minutes in a month. Maruti was the first auto brand to use the themed IM Environment for Ritz. While users were chatting with their friends, they could view the new TVC, look at the 360 degree car views and even register for a test drive. There were wallpapers to be downloaded and fun games around the new car.
The uptake of the new Ritz IMV was huge among the Yahoo! Messenger users and helped in bringing the car closer to this engaged audience.
Yahoo! brings the latest news to people... in SMS Diet lingo
Tata Docomo marked their presence in the heavily contested telephony market early in the month of Nov’09 through an interesting offer - The pay per Character Plan. The advertiser wanted a unique online promotion that matched the innovative product offering and approached Yahoo! with a unique creative representation of the product offer. It was to be housed on Yahoo! Front Page, a destination which in a single day aggregates traffic of around 4 MM - and thus would bring about the WOW effect in the campaign.
The innovation was truly an innovation - an idea that had never been attempted before. Yes, it did go through rigorous internal checks but ended up broadening the spectrum of what could be achieved on the premium Yahoo! Front Page. The creative was programmed in such a way that on clicking the expand button of the Lrec banner, the entire content of the homepage would turn into SMS DIET LINGO.
The Yahoo! backend worked non stop with the SMS Lingo content being uploaded every time there was a change in the content on the homepage. The agency, Interface Business Solutions worked in tandem with the Yahoo! backend team providing the diet content.
This innovation not only captivated the clients brief but also managed to grasp a lot of attention and appreciation from the users.
Yahoo! helps create online buzz around the most awaited car launch in the country, Tata Nano
Yahoo! India partnered with Tata Motors for the most awaited auto launch in the country. Yahoo! in India reaches over 63% of Internet consumers and this reach was leveraged for Nano through the Yahoo! Home Page and News offering. Yahoo! Home Page is the largest trafficked portal home page in India with around 3 Million consumers in a single day.
Similarly, Yahoo! India News is a category leader in the online news space with 3.5 million consumers every month. This reach was harnessed for amplifying the Nano launch story starting with a teaser countdown to launch on the Yahoo! Home Page and progressing to ad exclusives on Yahoo! News. The coverage was ongoing on the Yahoo! Home Page through the week of the launch. Further igniting the consumer interest was a month long marketing programme. A search for Nano leads the user to a highly engaging Nano experience, wherein the best content on Nano from the web has been pulled together in one place- Photos, Videos, Blogs, and Yahoo! Answers, etc.
Yahoo! Helps Dove Haircare to take the brand experience home
HUL is India’s largest Fast Moving Consumer Goods company with leadership in Home & Personal Care Products and Foods & Beverages. The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life.
Dove Haircare, a flagship product range of HUL, brings expert haircare to women across the country. They partnered with Yahoo! to bring their product promise come alive in homes in Mumbai and Delhi.
With the objective of getting more and more women to experience the product first hand, Yahoo! ran an exciting campaign leveraging multiple touchpoints - Homepage, Mail and Movies. Yahoo! Homepage alone attracts more than 50% of online women users and Yahoo! Mail and Yahoo! Movies are leaders in their respective categories. The communication urged the online users to invite the Dove Yahoo! team home for a get-together with their group of friends. The occasion was then used for educating the group about hair fall, sharing product information on Dove Haircare Products and also a hair wash to complete the experience.
Yahoo! helps Wills Lifestyle Fashion event come alive online
Yahoo! has been the online partner for India's premiere fashion event - the Wills Lifestyle India Fashion Week for over 3-4 seasons now.
This year’s event conducted by FDCI (Fashion Design Council of India) had Wills Lifestyle as the presenting sponsor. Yahoo! partnered with Wills Lifestyle to promote the same with a microsite.
Further there was a section within the Fashion Week site: Collection 09 integrated for Wills Lifestyle. Collection 09 was a robust microsite that showcased the spring - summer collection, wallpapers, screen savers, designer profiles, videos, grand finale designer profile, previous fashion week’s designs, etc. Yahoo! also created a quiz & a game - Fashionista. The media plan included homepage takeovers and exclusive LREC banners on the Fashion Week site. During the event, the Yahoo! New Gen designer show got new designers to display their outfits at the Fashion Week and these designers also asked questions on Yahoo! Answers.
Yahoo! helps Ministry of Tourism take India to the World
Yahoo! has more than 500 million users, reaching 3 of every 5 Internet users in the world, and 3 of every 4 in the U.S. Ministry of Tourism in its efforts towards the development of tourism in the country, wanted to reach out the Traveler across the world. Its "Incredible India" campaign featured the best of what India has to offer.
Yahoo! helped Ministry of Tourism effectively reach millions of educated consumers and those interested in Travel not just in India but Worldwide.
The incredible India campaign was promoted across US, UK, France, Japan, Singapore, Brazil, Argentina, Mexico on Yahoo!
Yahoo! Helps people lift their Mood
7up has always been in the business of refreshing people, and for the Summer of ’09 the objective was the same but the proposition was presented differently with "Mood ko do lemon ka lift".
The task at hand was to showcase how 7 up cuts through the fatigue and helps consumer uplift their mood. Yahoo! Solution team delivered the brand proposition using 2 lemon protagonists. Of all the myriad moods that people go through, the 7 most common ones were shortlisted. A new user on the site could start with any of these 7 moods but would always leave the site refreshed. This was achieved with a lot of fun activities, different ones for different moods. But it was always the 2 lemons that accompanied them through out. This activity was exclusively promoted across the Yahoo! Network with some very interactive rich media advertising. The response from the audience has been overwhelming and the users on the site continue to grow.
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