Jagran Solutions makes Microsoft click, & Mountain Dew scale higher

Jagran Solutions, India's leading full-service activations agency, has recently executed challenging projects for two eminent brands: Microsoft and Mountain Dew. In the case of Microsoft, the brief was to highlight the company's Internet Explorer 8 (IE8) as a safe, swift, and cool browser. The rationale for the Mountain Dew activation was to distill the "Mountain Dew' experience into a potent inducement to try the product; and to create a high recall value.

For Microsoft, Jagran Solutions devised a user-driven activation in which IE8 was installed in 7235 terminals in 1094 cafes across 14 cities. The cities were: Bangalore, Mysore, Chennai, Hyderabad, Kolkata, Delhi, Pune, Baroda, Jaipur, Lucknow, Kanpur, Trichy, Madurai and Nagpur.

During the activation, the cafÃƒ©s were mapped and then the cafÃƒ© owners were contacted over the telephone to verify the data gathered in the mapping process. Later, the installation of IE8 was backed up by mystery audits and gratification (lollypops). As for the communication, posters promoting IE8 (and the possibility of winning a chance to travel to eight top Indian destinations) were put outside the internet cafÃƒ©s, inside the terminal cabins, and on the cafÃƒ©'s cash counters.

After two months, it was found that more than 83% of the terminals had kept the IE8 on, indicating enhanced usage.

For Mountain Dew, Jagran Solutions' activity amplified the "Get a Grip on Your Fear" message that exemplifies the brand. The message tied in neatly with the launch of a new grip pack. The plan encompassed a teaser campaign using a range of media such as OOH, radio, print and activation. As for the OOH tactic, hoardings were put up at prime localities across India. The hoardings featured such adventurers as mountaineers scaling a steep peak fashioned from a large Mountain Dew bottle. Similar hoardings were also incorporated on gantries spanning roads. The action figures, in most cases, were larger than life cutouts.

The print plan included the launch of the innovation ads, heralding the arrival of the new grip pack, and announcement of the details about the climax of the campaign, which comprised various games celebrating the brand's "Darr kay aage jeet hai' ethos.

The radio plan envisaged spots on the most popular stations. The RJs were instructed to build curiosity by communicating the teaser campaign on air, and by announcing the activity locations. On the activity day, MCs exhorted the crowds at touch-points to try various games on canter like spider web, monkey crawling, fidget ladder, and wall scaling. While the winners were rewarded, the sampling of the product afforded a sweet highlight to the event.

A print and radio campaign was later run as a post-activity multiplier to maximize the hype.