LBi Mumbai

Allowing customers to create Graffiti on TATA Venture on Holi

Posted by LBi India April 17th, 2012

Challenge

To attract TATA Venture consumers + auto enthusiasts that are already present on Facebook to engage with the brand.

Solution

We believed that if we could get the youth interacting with TATA Venture in an engaging manner, our objective would be fulfilled.

Results

• 28,791 New Likes within 1 month of launch (with only Facebook Ad support)
• 5,449 Facebook tab visitors
• 2,043 unique visitors on the application
• Total Number of albums uploaded: 661
• Total Number of individual photos submitted: 853
• 41.23% of all users returned to the application
• Average time spent on the app: 7 minutes 46 seconds

Colours of Holi – Facebook Application Screenshots

TATA Venture Facebook Application – Colours of Holi – Landing Page

TATA Venture Facebook Application – Colours of Holi – Entry Page

TATA Venture Facebook Application – Colours of Holi – Create Graffiti using Brush

TATA Venture Facebook Application – Colours of Holi – Create Graffiti using Stensil

TATA Venture Facebook Application – Colours of Holi – Choosing Colour

TATA Venture Facebook Application – Colours of Holi – Thank You Page

TATA Venture Facebook Application – Colours of Holi – View Result

Tags: car, Client, colour, Facebook, Facebook app, holi, Social Media, TATA Venture

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Ring Ka King – wrestling ka mahayudh on Facebook

Posted by LBi India April 10th, 2012

Challenge

Wrestling in India is not a very highly viewed category compared to soaps and reality television.
We had to create buzz online to make sure that people would engage with the show offering and hence watch it on TV.

Solution

We created an app based on the wrestling match format by allowing users to morph the pictures of themselves and their friends onto the show’s wrestling bouts.
We selected short clips which were entertaining and brought out the unique style of the competing wrestlers; clips which had a high ‘share’ value.

Results

Over 907 user generated videos and 32,787 tab views.

Screengrabs of Applications

Ring-ka-King Face-off Facebook Application – Landing Page

Ring-ka-King Face-off Facebook Application – Upload Photo Page

Ring-ka-King Face-off Facebook Application – View Video Page

Ring-ka-King Facebook Application – Which Wrestling Superstar Are You? Landing Page

Ring-ka-King Facebook Application – Which Wrestling Superstar Are You? Quiz Page

Ring-ka-King Facebook Application – Which Wrestling Superstar Are You? Quiz Results Page

Tags: Client, Facebook, Facebook app, quiz, Social Media, video

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MAX multiplies its fan-base to six times during IPL 4

Posted by LBi India March 30th, 2012

Brief

To strengthen the association between IPL & MAX – official broadcaster for the 2011 IPL games, through a stronge digital presence and engagement campaign, to reach a Facebook fan base of 100,000 from existing 20,000 odd.
To promote the offline MAX IPL campaign “Bharat Bandh” across Social Media.

Challenges

• Lack of content – No footage from the game, No ref to any particular team, No mention of any specific player
• Community Management – With an average of 3 contests running per week it was challenging managing the logistics and user sentiments on the page

Solution

Content Creation

We created exciting engagement ideas by leveraging the Bharat Bandh thought and using the MAX Extraaa Innings T20 content, thus negating our lack of actual match content.

The Approach

• Awareness and traffic generation using display + Facebook ads
• Engagement activities on Facebook
• Conversations on twitter
• Drive views of video content on YouTube channel

Engagement

• 27 wall contests (MAX Biggest Deewana Contest): Example – How many rings is a character in the TVC wearing? (related to the TVC), Create your own ‘Siddhuism’ (related to Extraaa Innings T20)

• 12 poll questions: Example – Who is the best dressed anchor on Extraaa Innings T20, your match superstitions, etc.
• Real time conversations, monitoring and responding for 12+ hours a day
• Graffiti Application: Bandh is often represented with shuttered down shops. This visual approach was used in the Bharat Bandh logo and highlighted in the TVC. We took the shutter and provided it to users as a canvas of a fun Facebook application where users could create their own Graffit. We ran contests around it asking them to design their own Bharat Bandh messages.

Community & Campaign Management

We ensured the page was monitored at least 12 hrs a day ensuring every user post and query was acknowledged and responded to. Acknowledgement helped build trust between the fans and MAX admins. For example – Incase any negative comments were posted by a user, other fans would act as advocates for MAX negating any negative publicity.

Each contest was accompanied by a corresponding gratification such as goodie bags, match tickets, etc. We handled the entire campaign management, tracking and coordinating with winners, maintaining the contact details databases, etc.

Reaching out

• Facebook fanning and video polling ads
• Flash banners for Google Content Network
• Desktop (CLINK) flash ads
• YouTube Masthead Banner

Twitter Engagement

• Regular updates
• Following relevant sources
• Retweeting relevant messages
• Engaging into conversations
• Popularised #BharatBandhmax via a contest

Outreach

We undertook an intensive outreach program seeding links to the Bharat Bandh TVCs

• Websites
• Blogs
• YouTube, Vimeo, Metacafe and other video sharing sites
• Facebook
• Twitter

Results

• Increase in Facebook fans by 128,000 (from 20,000 to 148,000) fans  within a period of two and half months against a target of 100,000
• 6000+ contest participants
• 8000+ votes on polls
• 55% increase in Twitter followers to 1460
• 400,000+ views on the videos across online video channels
• The Bharat Bandh Graffiti application had close to 1000 entries in the 12 days leading up to the finale
• 6.5 million+ social impressions

Tags: Client, Engagement, Facebook, interaction, MAX, Social Media Marketing, Twitter, YouTube

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TATA Venture targets the Bade Dilwala

Posted by LBi India March 27th, 2012

Brief

TATA Venture is one of the fastest growing MPV’s in the market. However, consumers aren’t aware of the brand positioning. Thus, the challenge was to communicate the brand message ‘Bade Dilwalon Ki Gaadi’ to the consumers.

Challenge

To attract TATA Venture consumers + auto enthusiasts that are already present on Facebook to engage with the brand

Solution

We believed that if we could get the youth interacting with TATA Venture in an engaging manner, our objective would be fulfilled.

Results

• 20,030 New Likes within 1 month of launch (with only Facebook Ad support)
• 9,360 Facebook tab visitors
• 763 unique visitors on the application
• Total Number of valid albums uploaded: 60
• Total Number of individual photos submitted: 172
• 38.41% of all users returned to the application
• Average time spent on the app: 7 minutes 9 seconds

TATA Venture – Bade Dilwala Facebook Application Screenshots

Landing Page

Gallery

Upload Page

View Page

Tags: Client, Facebook, Facebook application, interaction, photo-sharing, Social Media Marketing, TATA Motors, TATA Venture

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Ibiza Calling: Building associations with the global party scene

Posted by LBi India March 24th, 2011

The Challenge

ZOD! Club Wear created the Club Wear category in Indian clothing with a unique positioning. Their primary target is young males, and women as influencers. Given the audience profile, social media was a natural progression for the brand in the digital space. November-December is the peak party season in India and we were given a carte blanche to leverage this in the best way possible.

The Strategy

With several new local and international players vying for our audience’s attention, we felt it was time to take the Club Wear positioning to the next level. The youth today have a global view and aspire to emulate the lifestyle of their western peers. Based on this insight, we decided to build associations with the global club scene and position the brand as an enabler to experience it. Our goal was to create buzz and grow the community with a campaign based on this premise.

The Solution

An online ‘reality’ contest – Ibiza Calling! A chance to win an all-expense paid couples’ trip to the nightlife capital of the world.

The call for entries

To participate, users were asked to go clubbing in their respective cities, capture videos and pictures of them having the time of their life, and share them with us on Facebook. Interesting entries were drip fed to our community to gauge their responses and eventually 6 were shortlisted.

We used Twitter to reach out to influential personalities such as DJ’s, socialites and music channels and were re-tweeted by some of them thus creating awareness amongst their large and relevant follower base in addition to building an association for the brand with these personalities.

We also built up Ibiza as a destination on our Facebook page, sharing interesting content nuggets such as music videos which featured Ibiza and showcased the best nightclubs with engaging videos such as foam parties, thus creating excitement about the contest amongst our community.

War of the cities

We eventually shortlisted 1 entry each from 6 major cities – Mumbai, Pune, Bengaluru, Kolkata, New Delhi and Goa (Our key markets).

These entries were then put up for voting by the community. We brought in DJ Asad and model Asif (our Brand Ambassador) as judges, thus adding to the glamour quotient.

The entire voting phase was positioned as a war of the cities and not just individuals, thus garnering more interest from the community. In addition the contestants too did all that they could to ensure their friends voted for them, thus organically building up our community.

Finally, amidst a lot of fanfare and suspense, the winner was announced.

Tags: Client, Contest, Facebook, Social Media Marketing, Twitter

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Enticing Nextgen consumers to engage with a heritage brand

Posted by LBi India February 12th, 2011

The Challenge

ZODIAC Clothing is a heritage premium menswear brand and has a strong equity with existing customers. However with the entry of several global and local players in the market, it has become imperative for the brand to connect with the next generation of consumers as well.

The Strategy

Social media seemed to be the ideal vehicle to take this challenge forward. The ZODIAC brand positioning is centered around the quality and design of their products and most people who explore their product range become converts to the brand. Hence, we believed that if we could get the youth interacting with ZODIAC products in an engaging manner, our objective would be fulfilled.

The Solution

The ZODIAC Style Quotient was born. We created a Facebook application that would allow users to mix and match various ZODIAC products to create a complete look which appeared as if it were on a mannequin. All the user had to do was drag and drop their selected ZODIAC item (such as shirts, trousers, suits, ties, cufflinks) onto a canvas and form their ideal ‘look’. To enable users to seamlessly change products as they created a style, we shot the entire collection in a standard format (for instance, if you did not like the shirt you initially selected, all you had to do was drag and drop another one to replace it). Once a user would submit their style, the application would automatically post this to the user’s Facebook profile encouraging their friends to rate their style and participate in the contest themselves, thus adding a social multiplier effect.

We launched this application with a UGC based contest which tested the consumer’s style quotient. Each week we gave users a different theme on the basis of which they had to create a style. The themes were selected keeping in mind key occasions where ZODIAC products are used. For instance “The Best Man” for weddings or “The Big Presentation” for work. In order to win, users had to invite their friends to vote on the style (thus organically adding growth to our community) and the winner for each week was selected based on the number of votes received and our judge’s opinion. The grand prize winner was awarded a ZODIAC wardrobe. In order to participate in this contest, users had to like the page thus organically increasing our community base as well.

Post the contest we continued to engage the community with conversations about luxury products, exotic destinations, fine vices etc. Thus, building premium associations and a relevant persona for the brand.

Tags: Application, Client, Clothing, Facebook App Development, Social Media Marketing, Twitter, Zodiac

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ZOD! Clubwear Website: Innovation to showcase vivid imagery

Posted by LBi India January 20th, 2011

The Challenge

ZOD! Clubwear is an image driven brand that did not have a website at all. The clients were not keen to have one either due to budget and mindset restrictions.

The Solution

We fought hard and convinced the client to at least go for a campaign site to support their Autumn-Winter collection, given the importance of the digital medium in this category. What started as a campaign website has now evolved into an interim brand website.

The Result

Tags: 3D, Client, Flash, Interactive, Music, Website Design, Website Development

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Kotak Credit Cards: Clutter breaking differentiation

Posted by LBi India March 21st, 2010

About the brand

Kotak Mahindra is one of India’s leading banking and financial services organizations, offering a wide range of financial services that encompass every sphere of life. From commercial banking, to stock broking, to mutual funds, to life insurance, to investment banking, the group caters to the diverse financial needs of individuals and corporate sector.

Our Engagement

We have been working with the Credit Cards division right since the time of brand launch. We continue to work with them till date on digital creative services such as banners, emailers, microsites etc. and also manage their website www.kotakcards.com

Brand Launch

The Challenge

LBi India launched Kotak Credit Cards in the digital space, right from the brand launch campaign to their website. The brand was the 17th entrant in a cluttered market space and truly needed to differentiate itself.

The solution

We launched with an integrated teaser campaign with the message “What do you hate about your credit card”. The teaser drove people to a campaign site called ‘ihatemycard.com’ where they could share their views on the topic.

Finally in the reveal phase, the card was unveiled. Being a genuinely innovative product, it truly negated a lot of things people hated about their cards. The campaign communicated this and generated high interest levels about the product.

The results

• 70,000 visits per month
• 8-10% conversion
• Praised as the country’s best credit card website by VISA
• Won the 2009 Gold Award for Web Design by  Neovizion

Tags: Client, User Interface Design, User Interface Development, Website Design, Website Development

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