The recent pollution crisis in India has put the country in dire straits, so much so, that the conundrum gained significant mileage in the government and in the media. To that effect, words like ‘pollution awareness’ and ‘cleaner air’ have become trending topics, and brands have been quick to capitalize on this. Brands have invested their time and energy into product marketing strategies, by creating impactful and relevant ads that leverage their products to land a social message. Brands have used all promotional channels to maximize their campaign reach. For instance, Amul lived up to its reputation of creating witty, topical social media campaigns and its Delhi smog post was no exception. In the creative, the Amul girl was seen with a mask, along with a topical messaging on the butter.
And then there are some brands that are engaging users creatively on mobile devices. The reach that mobile phones offer brands is exponential, with an approximately 450 million active internet users in India. Brands put forth interactive, rich-media ads to educate users about the smog peril, utilizing a number of innovative technologies and features associated with smartphones. They are slowly acknowledging the significance of real-time data in ads and are evolving to incorporate such technologies to provide advanced brand experiences to their audience. Weather targeting is a pertinent technology that brands can use to create intelligent mobile-led campaigns. By integrating real-time weather data in their ads, the campaigns improve personalization and timeliness of the ads.
Now let’s jump to a few examples of what brands are doing to create awareness about the pollution crisis on small screens:
Aditya Birla Health Insurance, capitalized on the consequential health hazards of air pollution with a creative twist.
Aditya Birla Health Insurance – Delhi smogAditya Birla’s mobile-led ad campaign is a riveting example of how a brand efficaciously used real-time weather API and sound recognition technology. Targeting Delhi residents, the ad not only informed users of the dire climatic situation, but also engaged them in a way that would leave a lasting impression.
With health insurance companies providing one such solution to fight against the pollution issues in the country, the question of what we can implement in our own homes, still remains. Philips had the answer to this.
Philips Air Purifier
Philips urged users to do something to cleanse the air in their own homes. Promoting their air purifier, the brand unveiled an interactive ad that engaged users intelligently during times of pollution crises. The rich-media ad prompted them to tap on the purifier to learn how the purifier absorbs the unclean air around them, revealing a “room with clean air”
The first step to resolving the pollution crisis, is for users to consciously take steps to contribute to reducing the pollution. Here’s what Uber did.
Uber – #LeaveYourCarBehind
With car emissions as a leading cause of air pollution, Uber, the ride-sharing service leveraged the use of cars as an antecedent to air pollution to encourage users to use Uber Pool, instead.
In its #LeaveYourCarBehind campaign, the mobile-led ad prompted users to drag their car keys on the screen onto a rack and take an Uber Pool instead, to help reduce car emissions.
Godrej Properties came up with a very different idea of how users could tackle the smog hassle.
Godrej Properties – Godrej Air
While most of the surrounding areas in Delhi and NCR choked in the smog, Gurgaon was relatively better off. Godrej Properties took advantage of this, to promote Godrej Air, a property in Gurgaon, that boasts of homes with significantly better air quality.
Using real-time weather API and augmented reality to enable users see the unclean air in their area, Godrej Properties urged users to live a healthier life in a home with significantly better air quality.
To surmise, from the above instances, it is evident that when brands couple product marketing with innovative technologies to spread a relevant and timely message, the results are bound to be good. Not only does it contribute to improving the brand’s overall image and value, but also helps positively influence consumer purchase decisions.
About Vishal Rupani :
Vishal Rupani has over 13 years of experience in Search, Display and Mobile advertising. He is currently responsible for building Affinity’s mobile advertising platform from vision and inception to revenue generating maturity and scale. He started mCanvas (subsidiary of Affinity) in 2015 and currently serves as the CEO. mCanvas is India’s first mobile advertising company to address 4 key problems of mobile marketing – Banner Blindness, Poor Viewability, Accidental Clicks, and Lack of Storytelling. His contributions have earned the company several awards and trust of global & national brands. Before joining Affinity, Vishal cut his professional teeth building a domain traffic monetization solution – Skenzo – at Directi, where he spearheaded global reseller business operations. Vishal earned his Master of Commerce degree from the University of Mumbai and MBA from the University of Arizona.