When you work in the exciting advertising space, nothing beats the rush of the award season. And in the digital era, recognition at reputed platforms such as the India Digital Awards (IDA) by the Internet and Mobile Association of India (IAMAI) has become a coveted symbol of excellence for brands and agencies. At the 14th edition of these awards, InMobi and Glance won three shiny metals for their campaigns with American Tourister, Kuku FM, and Nerolac. Let us look at the work that won the jury’s hearts.
Award: Silver for Best Use of Native Advertising
The Challenge: Captivating Cricket Fans in the Thick of the Tournament
Indian Premier League (IPL) is a highly competitive time for advertisers as they try to appeal to Indians who only want cricket updates. American Tourister knew it needed relevance, creativity, and seamlessness to stand out and promote product interactions.
The Solution: Smooth Native Advertising on the Mobile’s Smart Lock Screen
With BigTrunk Communications, InMobi, and Glance, American Tourister beautifully blended into the consumer’s experience. It gave cricket lovers what they wanted – the score with a single tap! With a live score API integration on the Glance smart lock screen, the brand let millions of Indians see the score before they unlocked their phones. This went with an interactive unit featuring cricketer Virat Kohli where viewers could explore its latest bags in all colors!
The Impact: A Win for Cricket Lovers and American Tourister
Without disrupting the cricket enthusiast’s experience, American Tourister saw a 2.7 million reach and a 1.34x higher engagement than the platform benchmark. Dive here to catch more details about this winner.
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Award: Bronze for Best Multilingual Campaign in Bharat
The Challenge: Driving Downloads and Subscriptions Among a Diverse Audience
In a country with over 22 languages, Kuku FM wanted to cater to diverse needs with its vast library of audio content in 10 languages. The goal was to drive installs and subscriptions across India, especially in Tier-2 and Tier-3 cities, where vernacular content consumption is high.
The Solution: A Personalized, Contextualized, Multilingual Campaign
From the mobile’s smart lock screen to the most loved apps, Kuku FM engaged millions of Indians across mobile with InMobi and Glance. The brand reached people across cities in the language of their choice while also appealing to their specific interests. By targeting niche audiences Kuku FM also managed to bring a balanced audience of male and female listeners to the app. The brand also promoted special discounts around relevant occasions like Teacher’s Day and Diwali to acquire high-intent users.
The Impact: Kuku FM Rises to the Top in India’s Audio OTT Space
Attracting listeners from every part of India, Kuku FM achieved 3 million installs and 5x higher subscriptions compared to the time before the campaign. The campaign’s multilingual success was evident by how it managed to get 50% of installers from Delhi, Maharashtra, Uttar Pradesh, and Karnataka; and 45% of high-LTV users from Tamil Nadu, Telangana, Delhi, and Maharashtra. See what else led to Kuku FM becoming India’s leading audio OTT platform here.
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Award: Silver for Festive Marketing
The Challenge: Connecting Local Dealers to New-age Digital Indians
Nerolac’s local dealers and distributors have been an integral part of its community. The brand wanted to empower them to grow their businesses by connecting with people digitally. This required bridging the gap effectively with the always-on device, mobile. The festival of Diwali, where millions of Indians repaint their homes, became an opportune time to make this happen.
The Solution: An Immersive Festive Interaction
Bringing the spirit of Diwali alive digitally, Nerolac worked with Interactive Avenues and InMobi to create an immersive rich media unit on mobile. The unit let viewers drag and drop elements to decorate a living room with the nudge to paint their homes with Nerolac and experience Diwali every day. After this, the brand urged the viewer to find out more and win gold coins. From there, the viewer could take any of the three actions to get in touch with the dealer – call, book a consultation, or get directions to visit the nearest store from the 5,000 outlets mapped for the campaign.
The Impact: Nerolac Gets Thousands of Potential Customers
Reaching 3.69 million Indians, the brand saw a 49% growth in sales volume compared to the previous month! Nerolac truly came through with flying colors! Learn more about this winning campaign here.
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From awareness to action, it is incredible how creativity on mobile can drive business impact. See more success stories on InMobi’s case study page or write to us at mobilemarketing@inmobi.com.
