2. The Brief
Create a platform idea for Samsung Notebooks that can be
leveraged throughout the year and used to show key
differentiation from competition. Starting the campaign with
the launch of Samsung ATIV hybrid notebooks
3. Thought Starter
The market is only talking about the „What‟ & „How‟ –what
is the product and how is it different. With a commoditized
market, such reasons fall flat. How about telling the „why‟ –
why do you need a Notebook? This brings an even greater
opportunity to create conversations.
4. Creative Solution
In search of the „why‟ we need a Notebook, I came up with the
thought of „Breaking Free‟. With a Notebook by your side, you
can Break Free from your desk. Thanks to the long battery life
and lighter weight, you can even move outside your routine
and still deliver outstanding work. Hence, the platform idea
Break Free with Samsung Notebooks.
5. Implementing Platform Idea
We started the campaign by asking people to „Break
Free‟ and tell their friends what they should „Break
Free from. With a whopping 450,000 impressions and
195,000 resolutions sent, we have been able to create
quite a buzz around Samsung ATIV
6. Implementing Platform Idea
In the second phase of the exercise asks people to
Break Free and let their heart out for a loved one in
this App. The App has generated 433,000 messages
and more importantly helped people break free from
their inhibitions in expressing love
7. YouTube Teaser
Customized Video
Implementing Platform Idea
To showcase how Samsung is ready helping you Break
Free, we created a customized video where Advocate
BreakMilaNahi would fight your case and help you Break
Free with Samsung ATIVs and other cool prizes
https://www.facebook.com/NovaAppsTesting?sk=app_426682687427137
25. The Brief
Provide 5 branding options for a set of learning series of
six EDMs created for Sales Executives selling Printers
26. Thought Starter
It all began with a question:
“If I was a Sales guy, would I read features of a product
someone else would use?”
27. Creative Solution
First, I created the 5 branding options.
Then wrote a concept note as option 6. Where I suggested we
create a series of eDMs revolving around the lives of two
Salesmen, Simpu and Smarty.
Once I did that then I extended the idea to a year-long learning
program. Showed how I could create a Sales Incentive &
Rewards Program, Cool Merchandise, and even a physical
Learning Kit Comic Series that could change the way
Executives learn. And to promote all this many on ground
activities too!
28. Implementing the thought
The client obviously loved the thought and so the
story about Simpu & Smarty began. This was how
we introduced the two to the audience.
29. Results
We were half way through the pilot project and the
client wanted to present this idea at the Global
meet as an innovative solution by Samsung India.
30. The Brief
Create a landing page and banners for an offer. All we had
was this artwork of a Voucher. Our only source for all
information.
31. Thought Starter
The idea came to life with the line:
“Samsung Cameras are ready to take you places”
32. Creative Solution
We wanted to take the user out on a journey, right from our
banners. Create an experience instead of just an offer page.
And that is exactly what we did.
33. Implementing the thought
The banners used stop motion animation while we
executed a parallax design on the microsite
34. Results
Well the client said we went beyond his expectations.
Using the concept, Newspaper Ads and On-store
Collateral was also created.
35. The Brief
Create active conversation points on a daily basis with
almost dormant Delhi Daredevils page.
36. Thought Starter
To really connect to the fan base, the Delhi Daredevils
needs to talk to them regularly, and not only during the
season.
I thought, we have 33 players, all from different
backgrounds and different countries. Why can we not go
ahead and talk about these players until the next IPL?
37. Creative Solution
From a dearth of opportunities to engage, we had umpteen
conversation points to interact with the audience. The idea
clicked and every other IPL team now follows our footsteps.
38. Pre-season
During IPL
Post IPL
Results
The interactions resulted in a whopping increase in
fan base from 38,749 to 7.75 Lacs and counting.
Even the talking about peak at 89,487 people when
we started at just 768 people.
39. The Brief
dishTV came up with the first Mobile App that lets users
watch TV on a mobile. The problem was that the App was
paid and needed a dishTV subscription.
40. Thought Starter
With a plethora of FREE TV streaming apps, dishTV
needed some hard hitting communication to really break
the ice with the young and mobile audience.
41. Near toll
Pre-login
Creative Solution
We went all-out contextual. From Geo-targeting to
Facebook memes and YouTube innovations, our
campaign was out there, in your face.
42. Creative Solution
We went all-out contextual. From Geo-targeting to
Facebook memes and YouTube innovations, our
campaign was out there, in your face.
43. Creative Solution
We went all-out contextual. From Geo-targeting to
Facebook memes and YouTube innovations, our
campaign was out there, in your face.
44. Creative Solution
We went all-out contextual. From Geo-targeting to
Facebook memes and YouTube innovations, our
campaign was out there, in your face.
45. Creative Solution
We went all-out contextual. From Geo-targeting to
Facebook memes and YouTube innovations, our
campaign was out there, in your face.
47. The Brief
Congress, under the leadership of Mrs. Sheila Dikshit had
won three State elections consecutively. In her 15 years,
Delhi had truly become a world-class city. The only chink in
her armor were the recent Nirbhaya Case, price rise and
corruption infested Central government. All these issues were
already on the agenda of the Aam Aadmi Party.
BJP wanted us to come up with a strong ad banner campaign
that not only hits Aam Aadmi Party but also ensures that the
relatively fresh face of Dr. Harsh Vardhan becomes the
obvious alternative to Mrs. Sheila Dikshit
48. Thought Starter
The client had already conceptualized the Digital Campaign
thought as „Delhi Deserves Better‟
Our task was to envision how the banners would talk to the
audience
51. Results
BJP Microsite that we created got more than 20 Lakh hits and the banners were appreciated by
news forums and general public alike. Most importantly, the BJP won 32 seats, the highest
amongst the contesting parties.
http://en.wikipedia.org/wiki/Delhi_Legislative_Assembly_election,_2013
52. About me
Prashant Gandhi
Started my career teaching Mass Communications and writing the College
Ads for Chandigarh Polytechnic for Women, Chandigarh
(2002 -06)
Joined the Marcom Department of the largest conglomerate of Business
Schools & Professional Colleges undertaken by Rai Foundation (2007)
Worked at Wunderman India – created by the Father of Direct Marketing
Lester Wunderman (2007-2009)
Worked at Iris Worldwide – one of the few Independent & truly Integrated
Agencies of the world (2009-2011)
Worked as Creative Group Head – Interactive at Cheil Worldwide (2011-13)
Presently working as Associate Creative Director at Interactive Avenues
(Since August 2013)
