TBWAINDIA wins three APAC Effie Awards
TBWA India picked up three awards at last week’s APAC Effies 2018 – a celebration of the region’s most effective marketing communication work that have proven results in meeting strategic business objectives.
After taking home a silver and bronze at the local India Effie awards, TBWAIndia continued its success at the regional show with a silver for Airbnb’s ‘Getting Indians to #LiveThere’ and two bronze for Datsun’s ‘Asking India to #VoteForChange’
Attributing the awards to the company’s Disruption® methodology, Govind Pandey, chief executive officer of TBWA India said, “Both these campaigns are truly disruptive because they provoke you to reconsider your default choices , reframe the conversation , and live seamlessly and swimmingly in both traditional and digital media the way our customers do”
Evidence of this is Airbnb’s ‘Live There’ campaign, redefining how people look at travelling by activating the power of experiential marketing. Airbnb rose above the category to challenge “tick-mark tourism”, and helped inspire people to live like a local and have authentic travel experiences. They identified a tribe of travellers in culture and inspired behaviour change by getting people to not just go there, but #LiveThere, which helped Airbnb gain more than 20 million new visitors with more than a million bookings in a year.
The Datsun #VoteForChange campaign was also a perfect blend of disruptive thinking and courage, as the team decided to challenge the status quo amongst entry-level car buyers in India and the lack of options for them.
“The entry-level car segment of a fast growing economy like India is full of opportunities, but consumers are saturated with limited choices. Datsun is a challenger brand that has been competing with established players who have become the only choices for a first time car buyer in India. #VoteForChange was a campaign that asked India’s young risers to exercise their right to freedom of choice and participate in this process of change. The campaign’s objective was to disrupt the longstanding conventional wisdom concerning the small car segment”, stated Jerome Saigot, Managing Director – Nissan Motor Corporation.
Instead of a conventional ad campaign, the team harnessed the evocative power of elections in India to roll out the world’s first car election campaign for Datsun redi-GO. It cut through geographical, cultural, and linguistic boundaries and aimed to drive a new era in the small car segment. #VoteForChange was a digitally led 360 degree campaign that engaged young Indians with six TV commercials and seven web films covering Datsun redi-GO’s journey as a candidate through its rallies and eventually win.
“At TBWA, we believe in plugging ourselves into emerging cultural narratives of our audiences to drive share-of-attention and discontinuous growth. Both Airbnb and Datsun are a demonstration of the marketplace success of this approach, which is most suited for 21st century brands that are being built in today’s times for today’s consumers” said Subramanian Krishnan, chief strategy officer at TBWA India.
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