| Title | SELFIE IN SPACE |
| Brand | HBO |
| Product / Service | HBO |
| Category | A09. Original Branded Digital or Social media |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Contributing Company | DDB MUDRA GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sonal Dabral | DDB Mudra Group | Chief Creative Officer |
| Rahul Mathew | DDB Mudra Group | Creative Head Mudra West |
| Aman Mannan | DDB Mudra Group | Executive Creative Director |
| Ashish Phatak | DDB Mudra Group | Executive Creative Director |
| Sanket Wadwalkar | DDB Mudra Group | Creative Director |
| Godwin Dmello | DDB Mudra Group | Associate Creative Director |
| Prasad Patil | DDB Mudra Group | Associate Creative Director |
| Lavina Shahani | DDB Mudra Group | Sr. Copywriter |
| Shalmali Sawant | DDB Mudra Group | Art Director |
| Shivani Singh | DDB Mudra Group | Art Director |
| Anurag Tandon | DDB Mudra Group | Senior Vice President |
| Giridhar Bhat | DDB Mudra Group | Associate Vice President |
| Shivavrata Sarkar | DDB Mudra Group | Manager Brand Communications |
| Sushmita Joarder | DDB Mudra Group | Executive Brand Communications |
| Mehak Jaini | DDB Mudra Group | Director Brand Communications |
| Debopriyo Chakraborty | DDB Mudra Group | Executive Brand Communications |
The TV entertainment market in India is dominated by cricket and Bollywood. Which is why, these channels get the support of all the biggest sponsors, and are able to aggressively promote their content. HBO is quite a niche channel in India that only appeals to the urban youth who are more exposed to international culture and entertainment. And that’s why, we don’t always have the luxury of big marketing budgets. For eg. To promote their blockbuster of the year, their total budget eventually stretched to just $12,000.
The challenge: In December of 2014, HBO India was premiering Gravity as its blockbuster of the year. The TV entertainment market in India is dominated by cricket and Bollywood. Which is why, these channels get the support of all the biggest sponsors, and are able to aggressively promote their content. HBO is quite a niche channel in India that only appeals to the urban youth who are more exposed to international culture and entertainment. And that’s why, we don’t always have the luxury of big marketing budgets. The objective: So the objective was to try and stand out in a category filled with very aggressive marketing, and get people excited about the premiere. The strategy: The campaign was built around the launch of the selfie into space. We started urging people to share their selfies through our microsite and social media pages. The execution: After receiving more than 5,000 selfies, we finally launched one of them into space, using a really affordable weather balloon and a GoPro.
Within 15 days, the campaign had over 52 million impressions on social media alone, breaking all of our competitors' records. And the movie itself broke all viewership records in the Indian English-movie segment.
Within 15 days, the selfies started pouring in. Including selfies with national and international celebrities. The campaign had over 52 million impressions. We received 5,688 selfies and 110,439 clicks from promoted posts. Not only that, we also broke competition records (Star Movies with 30 million impressions) to become the most successful digital campaign in its segment in India. The cost per post engagement was $o.o2 and the cost for per website ad click was $0.12.
In December of 2014, HBO India was premiering Gravity as its blockbuster of the year. And we were given a budget of just $12,000 to run a digital campaign that would hopefully stand out among the bigger, Indian TV channels promoting their content. The campaign was built around the launch of the selfie into space. We started a digital campaign to urge people to send us their selfies. And finally launched one of them into space, using a really affordable weather balloon and a GoPro.