Title | TATA DOCOMO - DIET SMS OTP |
Brand | TATA DOCOMO |
Product / Service | TATA DOCOMO MOBILE SERVICES |
Category | B02. Consumer Products & Services |
Entrant | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
Entrant Company: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
Advertising/Web Design Agency: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Sabyasachi Mitter | Interface Business Solutions | Director |
Praveen Gupta | Tata DOCOMO | DGM Marketing |
DietSMS a product launched by Tata DOCOMO charged people per character of SMS and not per message, a global first. To make DietSMS cool a campaign was launched "Shorter is Smarter" or rather "Shrtr is Smrtr". The campaign tried to establish the #dietalk lingo of short text. The online campaign ran OTP takeovers where the live content from websites like Yahoo, Sify etc. were converted to short text in real time using xml feeds and the user could see the page in short text. It was the first time portals like Yahoo opened banners to take realtime xml feeds.