Cannes Lions
BOOT POLISSH FILMS, Mumbai / AIA / 2015
Overview
Entries
Credits
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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