The Campaign

Research suggests that every 5 minutes of exercise in a day can lessen the effects of the bad habits. Using Facebook’s 360 image features we created a set of easy to execute Yoga poses, Dubbed Mobile Aasana (Def – Mobile Yoga Positions) We created five 360 degree images that when viewed on Facebook allowed our fans to understand and execute simple yoga poses. By following the markers, the user could through his/her phone, twist and move in tandem with the image to complete an Aasana.

Creative Execution

Using Facebook’s 360 Photo feature, we realized how a user interacts and behaves in order to consume a content that is thrown to them in that format. A user moves their entire body in order to see the entire story or read the content. We mimicked this movement by giving users suggested movement patterns they had to follow with the help of markers that told them to either move right, left or any direction of how an actual aasan is done. At each stage of marker, the content also gave them indications of what they had to do at a particular pose, for example – Inhale and exhale 3 times and continue. Once a user covered the movement with the help of the markers, we revealed how they actually completed an aasan without even knowing it in the first place.

The campaign amassed a reach of more than 100,000 within 48 hours of releasing. It made users do something that they often ignore and it made them do an exercise that is often not liked much i.e. Yoga. With more than 1 lakh photo views in the campaign and successfully delivered the brand brief where we made a credible change in the user’s life by making them exercise for few minutes.

Indians are avid smartphone phone users. A large population of Indians in the cities are working professionals leading sedentary lifestyle. Yoga is experiencing a new wave of popularity, led by the country’s leader. For a nation that created this very form of exercise, we have lost touch with it. We hoped to tie in an active life to health insurance without selling a product. And exploit a direction wherein users are actively not only reading about health but also actively participating in a healthy change in their consumption of content on Facebook.