Surf Excel TV Off Life On Campaign
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Transcript of Surf Excel TV Off Life On Campaign
TECHSHASTRA (I) Pvt. Ltd.
TV Off LIFE On Campaign – Activity AnalysisSurf Excel India and Surf Excel Matic
Duration: 1st February to 15th March, 2013
CON
TEN
TS
Source: COAI
What is TV Off Life On?
Covering the Digital Ecosphere
Website Activation
Content Strategy on Facebook
TECHSHASTRA
TECHSHASTRA (I) Pvt. Ltd.
The Insight: Parents worry about kids spending too much time in front of TV & computer screens. One half of the day is spent in school while the other half is spent doing home-work. This leaves very little or no time for them to get out of the house and experience the outdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children.
Why is Surf Excel India encouraging TV Off, Life On!Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why they say, daag achhe hai- the mother encourages the child to really experience nature without any worries about dirt and stains on clothes. In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it is encouraging mothers to switch off their TV sets and experience the benefits of being out of doors.
The TV Off-Life On Campaign
TECHSHASTRA (I) Pvt. Ltd.
Parents worry about kids spending too much time in front of TV & computer screens.
One half of the day is spent in school while the other half is spent doing home-work.
This leaves very little or no time for them to get out of the house and experience the outdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children
Consumer Insight
TECHSHASTRA (I) Pvt. Ltd.
Why does Surf Excel India encourage TV Off, Life On?
Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why they say, Daag Achhe Hai!
The mother encourages the child to really experience nature without any worries about dirt and stains on clothes In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it is encouraging mothers to switch off their TV sets and experience the benefits of being out of doors
The Idea
TECHSHASTRA (I) Pvt. Ltd. The Campaign
The ‘TV Off – Life On’ aims to increase the awareness about the ill effects of watching TV and urge parents to spend time with their kids, thus enriching the bond between Parents and Children, along
with helping children to explore, imagine, visualize and grow
TECHSHASTRA (I) Pvt. Ltd. Key Stages of the Activity
• Facebook updates to create dissonance in the minds of moms about kids’ excessive TV watching habits
• Suggesting fun activities for moms & Kids to spend time together away from TV
• Take a Pledge Application to urge moms to pledge their support for the campaign
• Ask the Expert - moms get a chance to ask eminent psychologist Dr. Varkha Chulani about their top child related concerns
• My Blog Contest – Invited users to share their own stories and experiences around TOLO
TECHSHASTRA (I) Pvt. Ltd. Covering the digital ecosphere
• Dedicated page on the Surf Excel website leading users to Facebook & Twitter channels
• PR articles & display banners on popular parenting websites frequented by the TG to amplify the TV Off Life On initiative to beyond the Facebook audience
• Social media (Facebook & Twitter) hub of the engagement
• YouTube for videos and Ask the Expert answers from Dr. Varkha Chulani
• Blogs with real life stories and experiences, hosted on the Surf Excel website
TECHSHASTRA (I) Pvt. Ltd. Key Activities on facebook: Take a Pledge
3000+ Pledges from all over India
TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Ask the Expert
50 Questions
445 YouTube Video Views
TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Blog
180 Entries Received
TECHSHASTRA (I) Pvt. Ltd.
Snapshot of Activities on Facebook
TECHSHASTRA (I) Pvt. Ltd. Surf Excel India– Social Presence
• Likes on the Page: 1,138,353• TAT: 29,092
TECHSHASTRA (I) Pvt. Ltd.
More than 29,000 fans have joined our page during the campaign
TOLO - Dashboard
TECHSHASTRA (I) Pvt. Ltd. Owned, branded images created amplification
TECHSHASTRA (I) Pvt. Ltd. TOLO - posts
We took different routes with posts to always keep the community engaged
1 – 360 Degree promotion with PR articles, Display Banners & Facebook Ads to gain maximum traction
2 – Started off with dissonance posts & got the moms conversing
3 – Generic TOLO posts – suggested activities for moms and kids
4 – Launched & promoted the pledges application
5 – Ask the experts, accumulated all the questions from users & launched the video towards the end of the campaign
6 – Launched the Blog contest
TECHSHASTRA (I) Pvt. Ltd. Content shared by users on the wall
Moms expressed their support for the campaign!
THANK YOU