Creative Execution

Keeping in mind the key proposition of the phone, we used high reach horizontals to highlight the music features of the phone. Basis the “CAN Shake Anything” communication, we made the home pages of various horizontals literally shake to the catchy music of the Canvas Music TVC. Seeing the amazing response to the first innovation, a second innovation was created where the page elements of the horizontals turned into an equalizer and danced to the same music.

The impact innovations brought together the product messaging and its USP’s. On the Canvas Music innovations the dwell time on the banners was more than 47 seconds, as compared to an average industry standard of 17 seconds for home page takeovers.During the digital campaign period, 83% of the entire phone stock was sold online. More than 1,000 handsets were sold within a day of the launch.Also, 2.2% CTR on the Yahoo take over, spanning 48 million impressions, against an industry average of 0.6%.

Canvas Music was a phone which came pre-bundled with JBL headphones and an access pass to over 3 lac songs for free. The key proposition of the phone was its music capabilities and this needed to be highlighted in the media communication.The phone was targeted to audiophiles – a segment that covers a very broad audience base. The aim of the digital campaign for Canvas Music was to highlight the music capabilities and music-related accessories of the phone. We had to engage with our audience via relevant media properties and effectively communication the key features of the product. The phone was targeted to audiophiles – a segment that covers a very broad audience base. The advantage of using high impact horizontals was that we were able to effectively highlight the product to a large section of the internet audience.