Cannes Lions

DADDY AND ZOOEY

BOOT POLISSH FILMS, Mumbai / AIA / 2015

Presentation Image
Online Video
Online Video (Shorter Cut)
Case Film
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Overview

Entries

Credits

Overview

Execution

The film 'Daddy and Zooey' was promoted through a full scale integrated Campaign

including Promo Trailers, Teaser Outdoors and Online Posters and Direct Mailers.

The Original Soundtrack was released for free downloads.

The premier was announced across national dailies,

and the film was released through a YouTube roadblock.

Online Buzz was generated through Celebrity father-son tweets and influential Bloggers.

Facebook & Twitter contests were created to sustain consumer engagement.

The film was shared across Social networks like Facebook, LinkedIn, WhatsApp, Vdopia and InMobi

and went viral in the first week, becoming the most Most-watched Branded Content Film in the category.

Outcome

In a country where digital penetration is just 19%,

Tata AIA Life went from having Zero social presence before the campaign

to having over 5 million YouTube hits and 30 million+ impressions online

in less than 3 months.

#daddyaurzooey trended for 1 week

on Twitter and Facebook and the story was covered across national media.

including The Economic Times, Business Standard, Smart Investors, Campaign India and Advertising Age.

'Daddy and Zooey' not only moved up our Market Share by a whopping 6 positions,

but genuinely moved millions across the country.

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