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  • SUB CATEGORY :
    SPECIAL EFFECTS: IN-CAMERA
  • COMPANY ENTERING :
    THE SWEET SHOP, BANGKOK
  • ENTRY TITLE :
    JOURNEY
  • BRAND :
    NAB
  • ADVERTISER :
    NATIONAL AUSTRALIA BANK
  • AGENCY :
    CLEMENGER BBDO MELBOURNE, MELBOURNE
  • EXECUTIVE CREATIVE DIRECTOR :
    ANT KEOGH
  • CREATIVE DIRECTOR :
    ROHAN LANCASTER/LUKE THOMPSON/DARREN PITT
  • COPYWRITER :
    RICHARD SHAW
  • ART DIRECTOR :
    RUSSEL FOX
  • ACCOUNT DIRECTOR :
    CELESTE BAER
  • ACCOUNT MANAGER :
    HARRISON WEBSTER
  • AGENCY PRODUCER :
    SONIA VON BIBRA
  • FILM PRODUCTION COMPANY :
    THE SWEET SHOP, MELBOURNE
  • DIRECTOR :
    STEVE AYSON
  • D.O.P/CINEMATOGRAPHER :
    ROBERT HUMPHREYS
  • EXECUTIVE PRODUCER :
    WILF SWEETLAND/EDWARD PONTIFEX
  • FILM PRODUCER :
    CINDY KAVANAGH
  • PRODUCTION DESIGNER :
    LUCINDA THOPSON
  • POST-PRODUCTION COMPANY :
    METHOD STUDIOS, SYDNEY
  • EDITOR :
    SIMON PRICE
  • SPECIAL EFFECTS COMPANY :
    ALT.VFX, BRISBANE
  • VISUAL EFFECTS :
    JESSE BRADSTREET
  • SOUND PRODUCTION COMPANY :
    FLAGSTAFF STUDIOS, MELBOURNE
  • SOUND DESIGNER :
    PAUL LECOUTER
  • AWARD :
    BRONZE
  • SUB CATEGORY :
    BEST USE OF DIRECT AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • TITLE :
    SWEET CHANGE
  • BRAND :
    PAYTM
  • ADVERTISER :
    PAYTM
  • AGENCY :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • CHIEF CREATIVE OFFICER :
    PRASOON JOSHI
  • EXECUTIVE CREATIVE DIRECTOR :
    KAPIL BATRA/ROHIT DEVGUN
  • NATIONAL CREATIVE DIRECTOR :
    PRATEEK BHARDWAJ
  • CREATIVE DIRECTOR :
    UTSAV KHARE
  • COPYWRITER :
    KAPIL BATRA/PRATEEK BHARDWAJ/GAURAV SHARMA
  • ART DIRECTOR :
    ROHIT DEVGUN/GOURAV VERMA
  • DESIGNER :
    ARPAN KALITA
  • AGENCY PRODUCER :
    JEET KALRA
  • FILM PRODUCTION COMPANY :
    COLLECTIVE ART PVT LTD., MUMBAI
  • DIRECTOR :
    SAURABH KABRA
  • THE BRIEF :
    INDIA IS A CASH ECONOMY, WHERE PEOPLE ARE HESITANT IN USING DIGITAL MONEY. WITH 96% TRANSACTIONS HAPPENING IN CASH, THERE’S ALWAYS A DEARTH OF CHANGE. SO SHOPKEEPERS RESORT TO TENDERING CANDIES INSTEAD OF CHANGE. AND CUSTOMERS END UP LOSING A CONSIDERABLE SUM OVER TIME. PAYTM AS AN E-WALLET NEEDED TO GET PEOPLE TO MAKE A HABIT OF USING IT. WE HAD TO GET MORE PEOPLE TO TRY PAYTM AND REALIZE ITS EASE AND ADVANTAGE.
  • THE STRATEGY :
    OUR FOCUS WAS PRIMARILY ON MEN AND WOMEN WHO USED SMART PHONES AND WENT SHOPPING TO LOCAL STORES AROUND THEM. PAYTM IS AN E-WALLET THAT IS MOST WIDELY ACCEPTED FOR DAY-TO-DAY TRANSACTIONS AND YET PEOPLE DON'T USE IT. WITH LAUNCHING THE PAYTM SWEET CHANGE CANDY, WE GIVE THEM AN INCENTIVE TO DOWNLOAD THE APP AND ALSO REALIZE THAT THEY CAN SIMPLE USE IT TO AVOID THE WHOLE SITUATION OF GETTING CHANGE AND THE LACK OF IT.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    SHOPKEEPERS WERE ASKED TO STOCK AND GIVE THE PAYTM SWEET CHANGE CANDY INSTEAD OF CHANGE AND OTHER CANDIES. THEY GAVE THEM OUT AS PER THE CHANGE THEY OWED TO EACH CUSTOMER. THE ACTIVITY LASTED FOR A MONTH. THE CANDY WAS MADE AVAILABLE AT GENERAL STORES, HAWKERS AND GROCERY STORES ACROSS DELHI (NATIONAL CAPITAL REGION).
  • THE RESULT :
    1 MILLION APP DOWNLOADS. 36% DOWNLOADS REMAINED ACTIVE USERS. COST OF ACQUISITION WAS BROUGHT DOWN TO RS 12 FROM RS 60.(FIVE TIMES)