Engaging users innovatively, the interactive ad won an award under the ‘Most Engaging Video Content in a Mobile Campaign’ category
mCanvas, the experiential storytelling ad platform for small screens, announced that it won an award for Preethi Kitchen Appliances for the Most Engaging Video Content in a Mobile Campaign at the vIDEA Awards 2020.
One of India’s leading kitchen appliances brands – Preethi Kitchen Appliances, desired to promote its new mixer-grinder, the Zodiac 2.0. The brand aimed to showcase versatility and ease-of-use of the appliance, in a way that would engage users creatively on mobile. Highlighting the features of the product, it was important to showcase the Zodiac 2.0, along with its four buttons – Batter, Coconut Chutney, Atta Kneading and Puree, that corresponded with different vertical style videos displaying the mixer-grinder in action.
The mobile ad opened to the copy ‘Zodiac 2.0 with enrich+ precision grinding menu - find out what it can do’, along with a visual of the appliance and its modes/buttons. The buttons were an exact replica of the actual mixer-grinder, and users were prompted to tap on any of them to learn how the appliance works. Each button corresponded with a vertical video that demonstrated how the product worked in that mode. Users were also encouraged to explore the other modes by tapping on the other buttons. The CTA ‘Know More’ was displayed at the bottom of the screen, that directed users to the landing page for more information about the mixer-grinder.
The campaign reached over 1.4 million users and saw a 1.4% click through rate which is 7 times the interest compared to the 0.20% industry average for mobile banners. Users spent over 8 seconds, on average, while engaging with the creative.
“Promoting the Zodiac 2.0 mixer-grinder in an interesting way was surely a challenge for us. However, partnering with Small, Big & Bold and mCanvas gave us the opportunity to create an award-winning experience for users that effectively highlighted the product and its features, while also keeping them engaged during the process,” said Kavin Malan R, Deputy General Manager, Preethi Kitchen Appliances Pvt Ltd
Acknowledging the win, Pavan Nemali, Director – Digital Marketing, Small, Big & Bold added, “Highlighting the features of the product, it was important to showcase the Zodiac 2.0, combined calculative rotating control along with precision grinding by offering four buttons – Batter, Coconut Chutney, Atta Kneading and Puree. Pushing these buttons on the ad corresponded with different vertical style videos displaying the mixer-grinder in action and the modes of the mixer-grinder were portrayed perfectly within the ad.”
To conclude, Vishal Rupani, Co-founder & CEO, mCanvas said, “Leveraging the convenience of vertical videos was crucial to make this campaign an engaging one. The ad enabled users to understand the features of the mixer-grinder by interacting with the ad, and also learn – visually, how the appliance functioned. Our gratitude to the jury for this bespoke accolade.”
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 into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: uattest2.mcanvas.com