#POWERLESSQUEEN

Short List
Title#POWERLESSQUEEN
BrandPROJECT NANHI KALI
Product / ServiceNON PROFIT ORGANISATION
CategoryH01. Integrated Multi-Platform Campaign (Online & Offline)
EntrantWATCONSULT Mumbai, INDIA
Idea Creation WATCONSULT Mumbai, INDIA

Credits

Name Company Position
Team WATConsult WATConsult Team

The Campaign

We created the worlds first chess game with a powerless queen which was launched by Tania Sachdev, a top chess influencer, wherein the visitor played with a powerless queen (no moves allowed) against the computer which had a powerful queen. This was rolled out as a #PowerlessQueen challenge across facebook, twitter, youtube and instagram challenging people to try and win. As people lost, we prompted them to share the message on their social feeds and also donate to the cause so that they can empower a girl child with education. The idea showcased how difficult it is to win in chess and as a metaphor in society as well when the queen is a powerless one. Hence proving how societies cannot win if its queens (women) are not empowered.

Creative Execution

The game was launched through a campaign video on Youtube and a campaign website. Well known chess social influencer Woman Grandmaster Tania Sachev shared the video via social platforms (Twitter, Facebook & YouTube) in which she challenged people and fellow chess players to play the game on the website. People accepted the challenge and soon it spread across social media. Those who lost could take two actions - they could share their experience on social platforms like Twitter & Facebook as well as donate to the cause of Nanhi Kali for the education of the girl child. Along with the mobile friendly website, we also launched a mobile app where one could play the game and donate as well. Not just global chess influencers but Ace Photographer Atul Kasbekar too shared and endorsed the campaign.Chess Celebrity Anna Rudolf created a youtube video showcasing how she lost with a powerless queen.

#PowerlessQueen trending topic in India Donations that sponsored 40,000 hours of education for underprivileged girls. Earned Media worth 118 Million INR 1 Million Views on campaign video 7,465 Tweets 300 Million Impressions with coverage on India's national TV channel, DD News alongwith NDTV another large Tv network doing a story. 52,000+ Game Plays on website 10,500+ App Downloads International Chess Grandmasters organically got involved with the campaign and further spread the word. These were: - World Chess Champion 'Vishwanathan Anand' - Hungarian Grandmaster ''Anna Rudolf' - Hungarian Grandmaster and Ambassador of Chess and Education & UN Planet 50-50 Champion 'Judit Polgar' - Two-time United States Women's Champion 'Jennifer Shahade' - Four-time Dutch Chess Champion 'Anish Giri' - Five-time Danish Chess Champion and current coach to World number one Magnus Carlsen, 'Peter Heine Nielsen' Powerless Queen will soon be rolled out as gender-equality teaching tool across schools in India.

Chess is a game played by the educated and elite in India but watched by millions. India is among top 10 chess playing countries in the world. As of 2017, India has more than 47 chess grandmasters. 80-100 Million Indian viewers watched the 2013 match between Viswanathan Anand and Magnus Carlsen. Through our use of chess, we wanted to reach out to an audience who could not only donate to Nanhi Kali (NGO) but also influence others and attract attention of a larger audience. To ensure we reached the right audience, we brought in India's #2 Chess Player, Woman Grandmaster 'Tania Sachdev'. She challenged people and fellow chess players to take the Powerless Queen Challenge. Top celebrity chess players like Vishwanathan Anand and global chess players like Peter Hiene endorsed the campaign. Once users played and lost, they were prompted to donate to Nanhi Kali and led to their website

Links

Website URL   |   Supporting Webpage