#OPENNEWWORLDS - VIACOM18 TURNS 10!

Title#OPENNEWWORLDS - VIACOM18 TURNS 10!
ClientVIACOM18 MEDIA PVT. LTD.
Product / ServiceVIACOM18
CategoryA09. Media / Entertainment
EntrantVIACOM 18 MEDIA Mumbai, INDIA
Idea Creation VIACOM 18 MEDIA Mumbai, INDIA
Idea Creation 2 ORCHARD ADVERTISING Mumbai, INDIA
PR VIACOM 18 MEDIA Mumbai, INDIA
Production ORCHARD ADVERTISING Mumbai, INDIA

The Campaign

Our story was the story of our people and how we have impacted their lives. With insights derived from the data of our stakeholders we arrived upon the ethos which Viacom18 stands for – We Open New Worlds for all who are associated with us…in any way. THE BRAND PROMISE: #OpenNewWorlds The Brand Anthem & Film: Keeping this promise in mind, the next step was to visually depict it. The anthem was fleshed out and it captured the ethos with the hook line in Hindi- the national language of India “Khulein yahan naye jahaan” (We Open New Worlds). The film was shot across locations all over India just like the geographical range of our network. Our story was told through everyday situations, but with the Viacom18 flavor. The script was the very story of Viacom18- the story that came out of our research.

The Brief

Overall budget: 282067 USD Breakdown: 1. Brand film - 141033 USD 2. Events - 112827 USD 3. Outdoor & Digital - 28206 USD

Creative Execution

Employees first: We kicked off the celebrations across our offices in India on 6th November for our employees. A special address was given by our Group CEO, Sudhanshu Vats through an interactive augmented reality sequence. Our international family at Viacom Inc. broadcast it on their internal employee network. The Buzz: We launched an integrated campaign with billboards plastered around the city along with building wraps. Coupled with a digital refresh we tapped eyeballs both online & offline. A Network With A Humane Purpose: True to our ethos, a CSR initiative was launched - The Nudge, wherein we focused on the development of vocational opportunities for the underprivileged youth of India. The Gala: On November 17th, 2017 the celebrations culminated with a gala event for all employees, partners, alumni, industry friends and competitors too! Our brand film was launched amidst 5000+ people on this day along with our brand promise.

Describe the success of the promotion with both client and consumer including some quantifiable results

Social Media Impact: • #Viacom18Turns10 total impressions - 57 million • Unique reach of 27 million. • #OpenNewWorlds total impressions - 39.1 million • Unique reach of 19 million. • We trended organically across the country. • Brand film - 1.1 million unique users • Website: • From 20,900 sessions on the website pre-launch, we have 30490 in February. • Users increased from 18071 to 24043. • Page views increased from 47371 to 73106. • Average session duration increased from 1:47 to 2:44, and our bounce rate reduced by 57%. PR Impact: • PR Value: 71729806 INR (1119702.27 USD), Ad Value: 15827267 INR (247063.64 USD) Qualitative Impact: We interviewed our audience at random after the gala night and received overwhelming responses and stories with effect to brand recall. Conversations around Viacom18 increased by 63% within 48 hours.

Explain why the method of promotion was most relevant to the product or service

The campaign marks the celebration of 10 years of Viacom18 being one of the leading Media & Entertainment brands in India. The campaign was executed and taken to the audiences and employees through multiple platforms, social media integrations, digital activations, on-ground activations and CSR led initiatives, apart from traditional media. The campaign was not just a brand film but was lived through various brand experiences. We did acts, not just ads. This makes the ‘Open New Worlds’ campaign a worthy contender for the award in the brand experience and activation category.

We deep dived into what Viacom18 means for its employees, consumers, partners and associates. We reached out to everyone who has been part of our 10-year journey. We found that each of our brands had made an impact on the way of life for our consumers. Whether it’s a young girl from the far reaches of the North-East part of India who aspires to be a boxer after watching the biopic Mary Kom (our production), or whether the small-town guy experiences international music with ease on Vh1 (India’s leading international music channel). For partners & associates who started off their journeys with us, we have given them launchpads which have taken them to new heights. In the industry itself we derived that our entry and following aggressive market identity has kept the advertising and industry environment competitive and on its toes.

Credits

Name Company Position
Sonia Huria Viacom18 Media Pvt. Ltd. Head - Corporate Marketing, Communications & Sustainability
Aditi Chada Viacom18 Media Pvt. Ltd. Director - Corporate Marketing, Communications & Sustainability
Misha Paul Viacom18 Media Pvt. Ltd. Asst. Manager
Paroma Bhattacharya Viacom18 Media Pvt. Ltd. Sr. Executive
Ritam Chakraborty Viacom18 Media Pvt. Ltd. Director - Corporate Marketing, Communications & Sustainability
Sreemoyee Banerjee Viacom18 Media Pvt. Ltd. Sr. Executive
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