The Campaign

To counter the highly cluttered SALE season advertising, Fastrack created a controversial TVC. With only 4 days for the campaign to go live, majority of mainline media networks rejected the communication as objectionable content. Client wanted an impactful Plan B to offset the significant loss of the TV audience. However, the plan B had to carry the objectionable content. Insight - People love to peep at what is forbidden. So we gave the audience a little teaser on TV. After this, we asked them to watch the uncensored video online. We smartly tagged the video with keywords like hot girl stripping, banned TVC etc. TV teased 4M viewers showing half the strip-show, 1.5M Fastrackers were exposed to the banned video through. DTH Digital brought 6M unique, 3.5M video-views in just 10days. So after the BAN overall reach was un-affected, the business grew by 34% YOY. 82000+ social interactions!

Success of the Campaign

1. The campaign over-achieved the steep sales growth target with 35% growth over 2010, surpassing the objective of 25% growth over last year. 2. Additionally, the campaign gave Fastrack never-before numbers. 6million YouTube views, 4million unique views. Till-date this holds the record for earning highest CTR 3.6% FROM ANY INDIAN YOUTUBE CAMPAIGN. 3. The campaign got 5.25m Mobile YouTube impressions, reaching 1.6 million unique, 40K video views in a day – a benchmark yet to be broken after almost a year! 4. 1.3 million Video views from Vuclip, 1 million unique users, 10200 likes, 2000 social sharing and 7000 comments, made it the MOST ENGAGED BRAND VIDEO ON VUCLIP EVER. 5. 62,958 likes on Facebook – among the highest non-celebrity likes last year. We hope conventional media will throw larger challenges at us so that we invent newer ways to reach the consumers. Thank-you Idiot box for banning us.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We made the campaign impactful in 3 steps – Tease, Seed, and Promote. TV showed half the strip-show which teased audiences, asking them to view the uncut video online. Online, we ensured our video was seeded in top controversial sites with tags like banned, censored, girl stripping, to boost video-views. We captioned them to look like content and then promoted the videos on these video sites. Just that the content ended with Fastrack’s sale proposition. After creating curiosity through the teaser on television, we led audience online to YouTube homepage launching the banned video online. Then we followed it by creating India’s First Mobile YouTube Roadblock. We seeded/promoted the video in VuClip, world’s largest mobile video content-aggregator. The entire campaign resulted in a reach of 11 million unique users in 10 days. The regulation only egged us to reach more audience and effectively much better than the conventional methods.