TATA Sky – Daily Recharge
TATA Sky was launching its newest offering. Daily Recharge, with a 13 part TVC. With people today finding it hard to sit through even a single TVC, we were faced with a task of getting people to stick with us through all 13 and increase awareness and consideration for TATA Sky.
Advertisements, while being “informational” or “amusing”, were not something people considered as “entertainment” and hence people dont ‘look forward to’ watching ads. We scanned the environment and found that one content that people consistently ‘look forward to’ watching was movies. People look forward to watching movies because they anticipate an emotional fulfillment through movies which could be love, thrill, humour, etc. This brought us to the insight that – ’emotional connection drives anticipation’ which makes people ‘look forward to’ a certain action.
Inspired by this insight and observation, we used movie marketing techniques to coin a campaign called Daily Dillagi and pitched it as th BIGGEST ROMANTIC BLOCK BUSTER OF 2015. We made consumers a part of this movie so that they emotionally connect and thus anticipate how the love story will pan out through 13 TVCs, thus making them ‘look forward to’ each of the TVCs
In 13 days, through 80 content pieces we made 8.3mn people emotionally connect and thus ‘look forward to’ watching Daily Dillagi. We registered 1.1mn interactions and 13.4mn views for the TVCs. Organically, 43,000 Facebook fans and 2000 Twitter followers joined us on our movie journey. 1,700 people even ‘friended’ Mannu and Neelu’s personal profiles on Facebook, organically, indicating a connection established with our characters
Case Study Video Below: