At a splendid ceremony of the exchange4media Indian Digital Media Awards (IDMA) 2011, presented by India Bulls Home Loans and co-sponsored by Disney Interactive Media and Vdopia, Networkplay won Silver for its client SAB TV in the category of Best Use Of DTH, Interactive Television and VOD.
The awarded campaign was an absolute victory giving the best ROI to SAB TV. Networkplay’s challenge was to promote two of Multi Screen Media Pvt Ltd's brands, SAB & PIX by targeting 2 different geographies with clear intent on content consumption and a clear bifurcation of the content was needed to be showcased. In a nutshell they had to vehicle Soaps in one market and Movies in the other.
For this they decided to use Airtel DTH and devised RED BUTTON APPLICATION TO SAB / PIX CHANNELS. This solution enabled the user to directly go to the channel through the creatives showcased on the EPG screen enabling more traffic for their soaps/movies. This functionality was made available in two separate markets with clear differentiation on the promotion. North had SAB TV creative while South had PIX Television creative. SAB blazed their upcoming programs on the platform and PIX their upcoming blockbuster movies.
Call to action was created by using the popular SAB TV soaps like Mrs. Tendulkar, Ring Wrong Ring and PIX movies like Hot Tub Time Machine and Jet Li The One etc.
This two month campaign showed some astounding results capturing 100% of the audience (20mn users) on Airtel DTH through comprehensive coverage at most prime visibility position.
Commenting on this win, Sunil Punjabi, Chief Revenue Officer & VP Publishing Media Business, Networkplay said “SAB TV, a part of Multi Screen Media Pvt Ltd, embarked a campaign on Airtel DTH along with Pix with a clear intent of increasing content consumption and stimulate brand awareness of their periodical TV releases. Another significant vision to this campaign was to necessitate targeted Reach even on the DTH platform. We offered a unique strategic solution which enabled users to directly hit the Channels thru the creative showcased on the EPG (electronic programming guide), hence accelerating the traffic to these channels. This functionality was made available in two separate target markets with clear differentiation in promotion."
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