HDFC Life won an award at the IDMA Awards 2017 for their campaign Aapki Zaroorat Hain. The campaign was conceptualized by Performics.Resultix and designed and developed by mCanvas using their expertise in the mobile advertising space.
Awarded for the best usage of WAP/HTML for mobiles, the campaign reached out to 8.8 lakh mobile users where 60% of them engaged with it actively. The creative, a gamified rich media expandable ad, asked the user to tilt the phone left or right to maneuver a car and avoid obstacles in the path. However, an incoming SMS set up as a distraction in the game leads the car to skid and would stop right before it hit giant rocks.
Enthused at the win, Shaurya Tyagi, Manager – Digital Marketing, HDFC Life said, "mCanvas helps in creating an experience for the audience within a banner. This helps in increasing the engagement with the ad property and at the same time increasing the recall of a brand. Since in most cases the engagement property is user initiated, rather than them being forced into it. I think this property adds more value to the messaging by further adding a proposition to it. We look forward to create more such brand experiences for our audience in the upcoming campaigns."
The campaign was very well received as the engagement for the same was 10X as compared to average CTRs on standard banners. Hussain Ronaq, Associate Director – Paid Media at Performics. Resultrix commented, “Mobile as a medium is gaining more prominence in digital advertising. It’s mobile first now. The medium has the capability to not just reach but engage in unique ways and we believe engagement is the key to brand recall. M-Canvas offers the capability to richly engage with the users and put across the brand message in an effective manner.”
Since their launch in 2015, mCanvas has worked with more than 200 brands like Myntra, Idea!, Vodafone, Jet Airways, Nissan, Toyota, Star, Fox Studios and so on. Their campaigns have been well received both in India and internationally, apart from being awarded at several industry platforms.
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: uattest2.mcanvas.com
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Nigel Dsouza
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