Judging process for Emvies 2003 commences in Mumbai

MUMBAI: The judging process for The Advertising Club, Bombay's Emvies 2003 got underway this morning at south Mumbai's KC College.

A panel of judges comprising Zee TV president Apurva Purohit, FCB Ulka owned Lodestar Media executive director Shashi Sinha, Chitralekha group MD Bharat Kapadia and Castrol director Ravi Pisharody screened the shortlisted entries in the first session. The Emvies 2003 awards function will be held on 26 June. Today's event was sponsored by Vijay Karnataka group.



The following are the shortlisted entries that were presented in the first half of the session:

1) MediaCom's Media Teleosmosis tool: A technique by which media planners can distinguish between light, medium and heavy TV viewers and target them seperately. For the first time, mass TV viewers were broken up and intensity of viewing became an important factor while planning. This was a way to quantify the impact of other media such as print/outdoor chosen to supplement TV spends.

2) Madison Media's Town and Country tool: This tool highlights that mass media planning and buying doesn't ncecessarily ensure exposure in certain socio-cultural regions (SCRs). SCRs are areas (small towns) that are intermediate - not necessarily totally urban or totally rural. Madison Media proved that people residing in SCRs should be tapped by examining awareness, accessibility and affordability. Using the tool, the Madison team defined four clusters - Media Dark, Regional C&S and press; Regional channels plus press; Hindi C&S plus cinema. The Madison team proved that Star Plus reach in SCR regions is lesser than Zee and Sony. Morever cinema channels such as MAX and Zee Cinema and niche vernacular channels score in these areas.

3) WPP Media division ATG's View Matrix tool: This is based on the intensity of TV viewing. It uses cluster analysis techniques to differentiate between mass viewers and choose homogenous fragments within the TG; and empowers planners to choose channels and dayparts. An interesting observation is that women (in households) who have children watch more television than those who don't. Also the definition of moderate and light viewers changes from city to city - for instance, a light viewer in Mumbai could be a moderate viewer in Kolkata.

4) WPP Media mdigital's online innovation for IBM: The specialised division created a special online community of India's top CIOs, CTOs by means of an exclusive web-based "club". Studies conducted showed that the top IT professions spent more time on the Net as compared to TV; needed to network within their peer communities; had to seek and put forth views. mdigital came up with the concept of CIOL online club that practiced neutrality, provided news and roped in 875 top CTOs, CIOs in the country in nine months.

5) Malayalam Manorama's best media marketing campaign for 2002: The Kerala based newspaper came up with the concept of festivals and encouraged advertisers to spend more. The revenues increased by 12.1 per cent in an otherwise recession-hit year. It created intense activity during Onam, Christmas and New Year - and the soccer World Cup. On Onam day, the newspaper came up with two issues on the same day with different editorial content and ads too. It collaborated with marketers and advertisers during Diwali (not so popular in Kerala) and created discount melas.

6) Ogilvy Outdoor's media innovation for Tata Safari: Ogivly and WPP partner networks created an opportunity wherein Tata Safari allied with Bollywood producer-director Ram Gopal Varma for his film Road. The agency created a 360 degree spin and managed to score over Mahindra and Mahindra's Scorpio that was launched around the same time as the film's release.

7) Euro RSCG's outdoor media innovation for Mukti Foundation on World AIDS day 1 December: The agency came up with a simple innovative idea of sticking stickers on 446 manholes in Mumbai city. The message on the sticker was "You're safe when it is covered!"

8) EURO RSCG's direct marketing media innovation for MAX: The Sony Entertainment Television owned films and events channel MAX came up with its "Bade Miyaa, Chhotte Miyaa" film festival wherein films starring popular Bollywood stars Amitabh Bachchan and Govinda would be shown. The agency wanted to cut through the clutter and spread the message to media planners and buyers. It roped in clones (look alikes) of the Big B and Govinda who visited ad agencies; interacted with planners and buyers; acted out specially prepared skits espousing the brand messages of MAX channel and the core proposition "Deewana bana de".

9) MediaCom's media innovation for Arrow shirt: During peak summer season, the agency came up with an innovative idea of a Arrow short jacket covering an entire issue of Outlook magazine. The Outlook magazine's editorial content focused on the Indian male. There were 14 textile brands advertising within the magazine but Arrow didn't take any ad inside. It just used the jacket to drive home its message.

10) WPP Media Mindshare's media innovation for Pepsi A-Ha launch: Pepsi launched its unique A-Ha version with a hint of lemon. The aim was to create excitement and break through clutter using minimal budgets. The idea was to interrupt in a non intrusive manner; develop newsiness; increase noticeability through mass reach. The agency created a mascot A Ha Johnny who urged consumers to discover the new lemon flavoured drink. The agency negotiated with several newspapers (Sandesh, TOI, Jagran) and slipped the mascot into a specially created frame covering the photograph on the front page of the publication. The brand garnered Rs 650 million worth of sales in four months and 84 per cent spontaneous awareness.

11) WPP Media owned BroadMind's media innovation for Kodak: The idea was to extend the Kodak Special Moments property that was successfully used in TV commercials to print and outdoor. The BroadMind team spoke to The Times of India group and managed to create an innovation on the day after the Filmfare awards. The front page of all the Times of India editions carried the picture of Amitabh Bachchan, Rani Mukerjee and Saif Ali Khan with a Kodak Special Moments strip just below the mast head. This was the first time that the "Old Lady of Bori Bunder" had compromised on the front page picture by branding it. Therein lies the genesis of the current "square centimetres buying of editorial space."

Looks as if ad agencies are really teaching publication houses a thing a two.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories