Ogilvy sweeps the Yahoo Big Idea Chair Awards 2011!

Ogilvy's digitally-led 360 campaigns have scooped the best of show at this year's Yahoo Big Chair Awards at New Delhi this week. The fantastic team effort and work done by Ogilvy Advertising and OgilvyOne have brought in, not only the Big Chair itself, but also, two gold's and silver to add to the kitty!

The Yahoo Big Idea Chair was awarded to an integrated campaign for the launch of FOX Crime: an entertainment channel entirely dedicated to crime and investigation. While one of the gold awards was won for the Best Digital 360 Campaign category for FOX Crime, the other was for the Best Use of Social Media category for VODAFONE. The silver win came for VODAFONE in the Best Use of Mobile Advertising category.

Acknowledging the great team work by Ogilvy and OgilvyOne, Kunal Jeswani, Country Head, OgilvyOne said, "The work and the wins are the result of a fantastic team effort between Ogilvy Advertising and OgilvyOne."

Talking about the idea and objective of the campaign, he explained, "The campaign objective was simple - launch the channel in a way that would get potential viewers hooked on crime. The solution was a digitally-led campaign, which challenged the audience to solve a mysterious crime; just like one of the crimes they would experience on the channel itself."

Noting that the core target audience was 15-35 year-olds across the key metros in India, Graham Kelly, ECD, OgilvyOne said, "These digitally-savvy consumers are the growth engine for India's booming video sharing and social media scene ' both these digital channels were to play key roles in the integrated campaign."

The campaign was launched on a nationwide basis with three 30-second films. Each film told a different story and deliberately obscured the motive and identity of the murderer. Outdoor, Print and Online display ads drove eager detectives to www.foxcrimeindia.com.

Explaining the workings of the campaign, Prasanna Kulkarni, Senior Creative Director OgilvyOne Mumbai said, "The real detective work took place on the microsite. Clues hidden in the films, the Facebook brand page and microsites linked to a particular crime scene had to be deciphered. After players solved the final puzzle they were rewarded with a 60-second film, revealing the actual crime."

It becomes essential to illustrate the secrets behind the win in order to understand the magnitude of the campaign and its victorious show at the Yahoo Big Idea Chair Awards 2011. The campaign microsite so has received 180,278 plus unique visitors with 39,857 plus registered detectives with over 2,477 detectives already solving the case. The Facebook fan page has grown by more than 400% from 19,000 to 76,429 fans. Organic buzz created on social media was significant, the Twitterati helped spread the word about the campaign, while the Facebook page saw on an average more than 23,700 comments/clue queries on our wall on a daily.

Adding further Kulkarni said, "At the end of the two week campaign, the first five people to crack the case first will go an all-expenses paid trip to the Museum of Crime & Punishment, in Washington D C."

An elated Sukesh Kumar Nayak, Group Creative Director said, "What makes me really happy about this win is the fact that we are truly becoming a digital agency irrespective of discipline one works in. What also delights me is the fact that there are clients like Star & Vodafone who are willing to invest in an exciting digital idea."

Voicing his thoughts on the win, Navin Talreja, Managing Partner, Ogilvy Advertising Mumbai said, "We have always been a great integrated agency and have believed in developing ideas in a media neutral (discipline neutral) way. These wins are a huge testimony to this fact." Recognizing the significance of supportive clients, he added, "In great part this has also been possible because these ideas were lucky to find passionate clients. A big salute and thank you to them!"