Title | #DONTSTOPDENIM |
Brand | ZOIRO |
Product / Service | CLOTHES - INNERWEAR |
Category | A04. Other Consumer Products |
Entrant | TBWA\INDIA Mumbai, INDIA |
Entrant Company | TBWA\INDIA Mumbai, INDIA |
Advertising Agency | TBWA\INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Parixit Bhattacharya | TBWA India | Chief Creative Officer |
Deepak Singh | TBWA India | Executive Creative Director |
Parixit Bhattacharya | TBWA India | Creative Director |
Deepak Singh | TBWA India | Creative Director |
R. Venkatraman | TBWA India | Creative Director |
Shirin Johari | TBWA India | Creative Director |
R. Venkatraman | TBWA India | Copywriter |
Parixit Bhattacharya | TBWA India | Copywriter |
Armaan Sunny | TBWA India | Copywriter |
Arindam Sengupta | TBWA India | Account Director |
Shirin Johari | TBWA India | Art Director |
Stuthi Ramachandran | TBWA India | Designer |
Shashwat Singh | The Glitch | Director |
Hriday Dowerah | TBWA India | Agency Producer |
We chose a popular youth icon – VJ Manish from Channel [V] as the Zoiro Denim Guy. The Zoiro Denim Guy’s bedroom was streamed live on dontstopdenim.com where people could stop him from wearing any clothes every 8 minutes using the hashtag - #DONTSTOPDENIM. The hashtag could be used either on twitter or on Facebook resulting in the same effect. In those 8 minutes, the Zoiro Denim Man would entertain the viewers, beg them to not tweet any more and hope that the viewers would let him wear his clothes so that he can go about his day.
The Internet was successful in keeping The Zoiro Denim Guy in only his underwear for 24 hours resulting in the longest ever product demo. Denin was established as comfortable innerwear thanks to social media conversations. Twitter took it to another level by having fun with him and creating micro-content with every tweet.. Launched as a niche product, Denin ended up contributing to over 20% of Zoiro's total sales. Within 24 hours: • INR 2m worth of free press • 36,000 min spent on the activity • Fans on Facebook rose from 8000 to 70000 • Constant engagement rate of 8% • Over 1million impressions.
Zoiro – A one-year-old men’s innerwear brand in India had launched a denim-inspired underwear. The product had a big barrier to cross – our target audience (male 18-25) perceived that the product was made of actual denim and not fit for innerwear. We had to convince them that it was made of comfortable micro-fiber that looked like denim but was so comfortable that it can be worn 24/7, just like any other underwear. We launched #dontstopdenim. A hashtag that the Internet could use on facebook or twitter to prevent a guy from wearing his clothes 24 hours and in effect created a 24-hour product demo on a live-stream fuelled by social media.