India merupakan negara yang lumayan mirip behavior penduduknya dengan Indonesia, tahun 2007 Perfetti’s Protex Happydent chewing gum meluncurkan sebuah viral yang “extremely funny” yang mencoba menguatkan brand perception di targetnya bahwa produknya adalah produk yang bukan saja memutihkan gigi anda tapi juga bisa memperkuat gigi. Viral game dan video dibuat dengan sangat kreatif dan membosbastis efek produknya dengan cara yang kocak. Walaupun bahasanya adalah bahasa india, tapi somehow even kita tidak mengerti tapi kita dapat menangkap pesannya dan humornya. Genius!

Berikut studi kasusnya :

The campaign 

The main objective was to spread the buzz for the product, Perfetti’s Protex Happydent chewing gum. Employing a fictional cop with a taste for danger, we created an integrated online campaign for the product which played on its USP of keeping teeth strong while being sugar free.

The campaign, titled Daddu Ki Amanat (Grandpa’s Legacy) consists of a micro site, a viral and a game, all starring Vijay, the cop. Regular chewing of this Happydent helps keep teeth strong and healthy. The campaign proposition then became ‘you never know when you need strong teeth’.

The viral

The viral portrays a robust young cop by the name of inspector Vijay (Vijay was a famously used name for the honest cop in Indian movies and Amitabh Bachchan, the country’s most revered actor donned Vijay’s uniform in over 20 movies). He likes to get jiggy with it every morning but not at the expense of his duty to save the world. He idolizes his grandfather and reminds the old man that he has kept his legacy close to his heart since childhood.

One fine morning, while playing cops and robbers, his outlandishly desperate attempt at felling three escaped hoodlums with a single bullet fails and he jumps for safety. But alas, he meets his foe in the bullet before he can save himself.

As the three convicts step inside expecting our cop to be dead, he lands right in front of them and shoots them dead. He thanks his grandfather who in turn comes down from the heavens to congratulate him on his bravery. And we find out that the secret of his still standing status are his Grandfather’s dependable teeth. They have saved his life yet again and our inspector Vijay is ready to defend the world from its nefarious elements.

The game

The Happydent game is a continuation of the viral which features Inspector Vijay. While the cop managed to bite the bullet the last time around, the convicts he killed are back to haunt him. This time, in the form of their vengeful cousins. The player is the brave inspector in this game and has to catch each bullet aimed their way with their teeth. Catch as many bullets as one can with one’s strong teeth, shoot it back at the dacoits and make them eat dirt. The inspiration for strong teeth, player’s guiding light, the grandfather cheers him on while the player defends his turf.

The micro site

The micro site brings the viral, the game and the television commercials created, together along with outlining the benefits of sugar free chewing gum. It also hosts a contest where high scoring users can win Nokia phones everyday.

The creative strategy takes inspiration from the 70′s Indian cinema where fast cuts and intense music set the tone for almost every action potboiler. And the ‘let’s bring down an entire bunch of scoundrels with one bullet’ trick has been mastered by Rajnikant, the superstar of South Indian cinema. 

The buzz

The campaign, primarily the viral was talked about in numerous blog entries which continue till date, entire threads devoted to the viral in message boards and forums, online groups and communities. But blog posts with the viral link mentioned in them far outnumbered other buzz creating sources. Orkut, the biggest social networking space for Indians was another major buzz driver. People have linked to the viral through their main profile pages and the link was swapped majorly through scrapbooks. The campaign also garnered Webchutney their first international win at Adfest Singapore 2007. Business Today did a story on how brands are increasingly and effectively using internet technologies to spread brand buzz with Daddu ki Amanat as one of the case studies. 

The results
The overall campaign was launched in February 2007 and has reached more than 300,000 unique visitors and page views exceed 500,000. Overall viral views and game plays stand at 250,000 and 20,000 respectively. The campaign was able to raise awareness about sugar free chewing gum which was also one of the client’s secondary goals. Perfetti wanted to give the casual practice of chewing gum a healthy spin since Happydent is sugar-free and helps reduce the risk of tooth decay.

Tata indicom sebuah perusahaan Telco di India pada tahun 2007 meluncurkan viral yang bertemakan “Poor Network Syndrome”. Dalam viral ini Tata Indicom berusaha mengejek para pesaingnya disana yang memiliki beberapa kelemahan dengan cara yang sangat halus tapi sangat mengena. Seluruh glitch yang dimiliki oleh para pesaingnya dibuat seakan-akan adalah sebuah syndrome PMS dengan menggunakan istilah2 semi kedokteran. Dengan eksekusi yang sangat menarik dan cara penyampaian yang sangat baik, komunikasinya akan dengan mudah diserap oleh targetnya. Seperti biasa, walaupun viral ini berbahasa india dan kita tidak mengerti tetapi karena komunikasi visual yang sangat baik dijamin even kita tidak mengerti sedikitpun bahasanya komunikasinya tetap sampai dengan baik.

Well mari kita baca studi kasusnya :

The Objective

* To create awareness about the superior quality mobile network to differentiate the Tata Indicom Cellular Service.
* Extending the big idea for the Tata Indicom brand, “Experience the difference”, to the interactive space.

The Solution

The task was to bring alive this proposition using the same triggers but customizing it for the interactive space. We adopted a route which extended itself to viral marketing.

This translated into a study of people who are victims of an inferior mobile network, highlighting the problems consumers face with call drops, lack of voice clarity, poor network coverage through situations in everyday life. The online destination was called pmsproblems and dealt with the problems of poor network.

The site was advertised through banners, e-mailers across horizontals, business and news sites, SEM, ad networks, job, matrimonial and social networking sites. 

The Creative Route

The micro site created the setting for the ‘Institute of Poor Mobile Network Syndrome’ – IPMNS – and showcased:

1. Victims being examined at the institute: 

* A series of films with four victims – each suffering from a different problem related to their mobile network

* These videos were specially created for the website

2. Symptoms of PMS (Poor Mobile network Syndrome):

Some of the symptoms:
i. High Decibel Complex: The victim appears to talk in an extremely loud tone which on occasion has been known to burst sound barriers and ear drums.

ii. Contortionist Complex: standing, sitting or squatting in uncomfortable positions in order to get better clarity on their phones

iii. Anger Mismanagement Complex: Incessant Rage caused due to numerous and constant call drops

Consumers could also contribute their own symptoms

3. Help a Friend: Viral element

4. Cure: Tata Indicom services

The banner communication was devised to intrigue consumers through multiple routes – but not stating outright what PMS was. Several different banner ideas were developed.

The Results

The online campaign had 25 million impressions over four weeks resulting in:

* Over 6.7 Lakh page views on the site 
* 3.7 Lakh unique visitors 
* Average time spent – 11 minutes. 
* Video views were well over 1.8 Lakhs (3000+ hours)
* Consumers contributed 150 different symptoms
* Over 26 blog sites covered this website independently

Internet as a source of brand awareness increased by 115 per cent based on pre and post brand tracks by Tata Indicom.