| Title | FEELING BLUE |
| Brand | RELIANCE COMMUNICATIONS |
| Product / Service | INTERNET SERVICE PROVIDER |
| Category | B03. Consumer Services |
| Entrant | MEC Mumbai, INDIA |
| Entrant Company: | MEC Mumbai, INDIA |
| Media Agency: | MEC Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Team Reliance | Mec |
#FeelingBlue started trending in India within an hour of the activity and stayed there as a no.1 trending topic for more than 24 hours. It was trending at no.1 even after the activity was over. This surpasses all Industry benchmarks. #FeelingBlue also started trending worldwide on no.2 within 5 hours. A total of 7,755 Tweets generated on #FeelingBlue with a reach of 8.1 million 98% people used positive sentiments with #FeelingBlue.
Monday was chosen as the appropriate day to start because everyone has many #FeelingBlue moments on Monday mornings. 10.00 am - Witty tweets were seeded to start conversations. Within an hour there were 800 tweets. Participants shared their ‘Feeling Blue Moments’ e.g. petrol price hike, traffic jams, hangovers, college exams, etc. 12:00 pm – Tweets starting ‘cheering up’ and the sentiment changed. Conversations were around what got people happy & how it was great to be #FeelingBlue. The buzz was heightened through the announcement of a contest where participants could win Android Smartphones. Other brands like Channel [V] (TV Channel), Radio Mirchi (Radio Station) and Fast Track Watches, also joined the conversation with #FeelingBlue. Networking with Twitter Influencers and Celebrities encouraged them to Tweet as well. 6.00 pm. – Announcement of the 3 winners. Due to Reliance Mobile “Tweeple” changed perception that #FeelingBlue to something positive and that “Blue is indeed better”.
Reliance Communications entered into collaboration with Google to exclusively market Android services in India. The television campaign showed the transformation of the Green Bot (Android Mascot) into a Blue Bot, (blue being the brand color of Reliance) to suggest the brand’s superiority. The advertising proposition was “Blue is Better” In social media we had to take adapt this proposition and get consumers to think, feel and act blue. Monday Mornings are often considered to bring out the blues. We capitalized on this age old belief and our idea was born. On Twitter the hashtag, #FeelingBlue became the platform where we facilitated consumer conversations around the need to change “feeling blue and sad moments” into “happy, positive ones” thereby emphasizing “Blue is better”