COMEDY CENTRAL INDIA - #CHOOSERNOTLOSER - Hospital

TitleCOMEDY CENTRAL INDIA - #CHOOSERNOTLOSER - Hospital
BrandVIACOM18 MEDIA PVT. LTD. - COMEDY CENTRAL INDIA
Product / ServiceELECTION CAMPAIGN - #CHOOSERNOTLOSER
CategoryD01. Social Video
EntrantVIACOM 18 MEDIA Mumbai, INDIA
Idea Creation TILT BRAND SOLUTIONS PVT. LTD. Mumbai, INDIA
Media Placement VIACOM 18 MEDIA Mumbai, INDIA
PR VIACOM 18 MEDIA Mumbai, INDIA
Production TILT BRAND SOLUTIONS PVT. LTD. Mumbai, INDIA

Credits

Name Company Position
Shriram Iyer Tilt Brand Solutions Pvt. Ltd. Chief Creative Officer
Srijan Shukla Tilt Brand Solutions Pvt. Ltd. Creative Director
Sarath Nair Tilt Brand Solutions Pvt. Ltd. Lead Strategy
Arjun Buddhiraja Tilt Brand Solutions Pvt. Ltd. Lead Business

Background

Situation: Low Urban Indian Voter Turnouts during Elections is one of the biggest issue in India. The average voter turnout in India’s 21 fully urban constituencies has been markedly below the national average. Brief: We wanted to reach out to the audience and make them feel guilty and make them realize what its like to have your choices taken away and how do we do this in a funny manner. Objective: Convey the campaign message with minimal to no words/dialogues, using humor to address a serious issue to people that their choices/rights can be taken away and make them realize and aware as to how important it is to vote.

Describe the creative idea

Its difficult to address a serious issue using humor, we created a series of 3 funny yet hard hitting videos to make people aware, if they don’t make a choice when they have one, they will have to accept the choices others make for them. We used minimal/ no dialogue to convey this message which in itself is a very powerful way to communicate. Our research showed that one of the major reason people don’t vote is because they forget, hence we created a reminder service (microsite) as a feedback loop where people could register and we took the onus to remind them when the voting was in their city a day prior. We also took this idea on ground where we placed footsteps in the direction of few polling booths to create more awareness.

Describe the strategy

Data gathering: 32% Indians are between 16-35yrs. In 2014, 1/3 of Indian voting population did not vote and a large amount were youth. Being a youth influencing brand and with our core audience being 18-27 yrs we decided to influence them in a positive direction by motivating them to vote. Target audience: The urban youth (18yrs+) who are influenced by TV and Social Media and have the option to make a choice and an informed one at that. Relevance to the platform: Talking about a serious issue with humor on Social media is extremely difficult, hence we created 3 under 1 min videos specifically for digital relevance and since most people watch it on mute we made it sound agnostic using limited to no words. Approach: Created a series of 3 films plus surround reminders to amplify the message and carried the reminder across platforms to spread awareness

Describe the execution

Implementation: Using humor as tool to convey a hard-hitting fact and generate that feeling amongst the audiences as to what happens when a choice is taken away from you. Creating a feedback loop with a registration website for voting reminder Timeline: 30th March 2019 – 19th May 2019 Placement: Rolled out on all major digital platforms like Facebook, Twitter, Instagram across 6 weeks complemented with On-Air promotions, Digital screens across youth hangouts and cafes and on ground promotions. Scale: On Air bumpers, Digitally uploaded films, Promotions across Digital mediums, WhatsApp, Microsite where people can come and register to be reminded 1 day prior to voting, SMSes sent to remind people, On ground activation.

List the results

45 Million users reached across Facebook and Instagram 8.5 Million WhatsApp Messages delivered 12 Million Video Views garnered 55 Thousand SMS Reminders Sent to people who registered 3.5 Mn Impressions and 5.6% Engagement Rate on Twitter Campaign Feature on Mad Over Marketing Platform

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