Cannes Lions

TITAN HTSE WATCHES

MAXUS, Bangalore / TITAN INDUSTRIES / 2012

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Overview

Description

Young Indians love technology and want to be seen with latest technology. But Titan- India’s traditional leader in the watch market was perceived passé and lacking innovation. We needed to win back this audience with Titan’s new HTSE collection- light-powered watches. A niche-product with high novelty for the tech-savvy youth, who by the way are glued to mobiles.Conventional mobile advertising had to be reinvented to tickle the tech-savvies’ senses. Because they love novelty- backed by technology. So we made the ad itself technologically superior and we played a little trick with them. In the ad, we made the watch invisible. The watch’s absence intrigued the audience, so we gave the users the kick of discovering the HTSE story for themselves. All they had to do was expose the mobile to light. Just like the watch! For the watch that ran on light, we made it media run on light.

No existing media technology could do this, so we created new technology altogether.With this technology, consumers were now able to experience the HTSE story through their mobiles.Once loaded, the consumers could use any… any light source to power the application, which would then reveal the HTSE watch and features. All they had to do was, point the mobile camera to light (like the watch) to reveal the watch and all other information in the application. To the audience, this was as magical as the watch itself!It also had augmented-reality based watch simulator, HTSE facts corner and a GPS-based store-locator. It was layered with ‘share’ability for users like Try-a-watch, tell a friend. It finally ended with a GPS based store locator which took the consumer closest to a purchase.The application was promoted using Mobile ad networks.This novel experience sparked off huge buzz for Titan too. The ‘World’s first’ innovation generated conversations+shares, with 110,000+ interactions, reaching 2.5 million+ users.After the campaign, 30% consumers found Titan trendy & modern. TNS brandtrack reported 20% increase in youth-imagery score. Half-yearly targets were achieved within 2 months. The shareable features helped us grow Facebook fans by 50%; search-queries by 65%. Mashable voted- One of World’s Best Branded Apps. Titan replicated the application in their international markets too.With this we re-defined the way digital medium is used to advertise, where our canvas was more than just the screen.

Execution

No existing media technology could do this, so we created new technology altogether.With this technology, consumers were now able to experience the HTSE story through their mobiles.Once loaded, the consumers could use any… any light source to power the application, which would then reveal the HTSE watch and features. All they had to do was, point the mobile camera to light (like the watch) to reveal the watch and all other information in the application. To the audience, this was as magical as the watch itself!It also had augmented-reality based watch simulator, HTSE facts corner and a GPS-based store-locator. It was layered with ‘share’-ability for users like Try-a-watch, tell a friend. It finally ended with a GPS based store locator which took the consumer closest to a purchase.The application was promoted using Mobile ad networks.

Outcome

This novel experience sparked off huge buzz for Titan too. The ‘World’s first’ innovation generated conversations+shares, with 110,000+ interactions, reaching 2.5m + users.After the campaign, 30% consumers found Titan trendy and modern. TNS brandtrack reported 20% increase in youth-imagery score. Half-yearly targets were achieved within 2 months. The shareable features helped us grow Facebook fans by 50%; search-queries by 65%. Mashable voted- One of World’s Best Branded Apps. Titan replicated the application in their international markets too.With this we re-defined the way digital medium is used to advertise, where our canvas was more than just the screen.

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