An advertising festival like no other! Goafest brings to us, every year some outstanding work in the field of marketing and entertainment. With some fantastic speakers and work on display, Goafest is an absolute delight for every advertising professional. This 10 year old festival doesn’t fail to surprise us once again with some fantastic work across various categories. Here are 5 campaigns from Goafest 2015 that we can’t get over even in 2016 –
1. Asian Paints – Cherished Memories #Speechless
Silver – Best Use of Social Media
Agency- Madison Media
Going speechless, especially on social media – now that’s confusing! Here is a brand that beautifully portrayed this feeling and social media couldn’t stop raving about it!
The campaign was for a duration of two days and was launched with a mime video encouraging users to tweet about what made them go #speechless. Watch the campaign promo here-
https://www.youtube.com/watch?v=A9uTiTnPkSE
The brand created mime videos out of all the user tweets on real time basis and uploaded them on the brand’s YouTube page.
As per records, 75 video stories were created, from close to 11,000 tweets that the brand page received on Twitter.
Our personal favorite was when ‘My fiancé took me to Paris to propose #speechless’. Watch the best ones here –
2. Durex – MTV Rex Talk
Gold – Best use of Digital Content Creation Strategy
Agency – Initiative
Durex launched a campaign on World AIDS Day (December 1 2014) that urged people to talk openly about sex. The focus of the brand still remains to promote safe sex, but this would be possible only if people started talking about sex freely. The campaign was promoted on social media using the hashtag #RexTalk. Print copy read- ‘Protect Yourself From Bad News’ (irony is reading this on the first page of the newspaper).
Extending the campaign even further- Durex sold condoms at the price of Re. 1 per piece on DuexIndia.com and on its partner e-commerce vendors like Snapdeal and Flipkart. The brand also partnered with MTV to launch a talk show called ‘Rex Talk’. Here is a glimpse of what the MTV Rex Talk campaign looked like –
https://www.youtube.com/watch?v=5iLItTWOUBo
3. Nike – Make Evey Yard Count
Gold – Best use of Digital Display Advertising
Agency – Mindshare
With the insight – A young cricketer in India never looks at a lack of space as a problem. He looks any free space as an opportunity. Cricket fans from across the country were asked to send in shots of themselves playing cricket via Facebook, Twitter and the campaign website. The campaign featured 1440 young cricketers with 225,000 crowd sourced moments from thousands of grounds across India. Every frame of the film depicts that one moment, where the cricket crazy youth of India has just one goal, to make every yard count. Chants, breaths, screams, appeals and sledges were recorded and rendered into the soundtrack by vocal percussionists and sound designers.
Avinash Pant, Marketing director – Nike India says “We wanted to build on the story of the young Indian cricketer and make him the hero of the film. To capture the journey of millions of cricketers who strive hard every day with the ultimate dream of representing their country.” Take a look at this inspiring film-
The campaign also won 8 Cannes Lions across Cyber, Film, Film Craft and Brand Content.
4. Vim – Vim Snapdeal #EPICMOMENT
Silver – Best use of Social Media
Agency – PHD India
Laxminarayan Krishnamurthy received a Vim bar from Snapdeal, in a box that was supposed to contain a Samsung Galaxy smartphone.The furious customer put up a post on social media expressing his anger which received 21,000 shares on Facebook.
(Image Source – Facebook: laxminarayan.krishnamurthy.1)
Following the viral story, HUL (parent company of Vim) decided to do a little ‘chance pe dance’ and delighted the customer by gifting him the phone and some Vim liquid soap.
(Image Source – Facebook: laxminarayan.krishnamurthy.1)
This was really an epic move by HUL!
5. Philips India – Bladey Confessions
Best use of Social Media
Agency – Isobar India
