Afaqs: The” Use mobile, save paper” campaign from Idea is quite a hit. The brand has now chosen to take this campaign digital and has partnered with Tribal DDB India for the move.
Dinesh Swamy, associate creative director, Tribal DDB India explains, “Idea wanted to broaden the campaign in the digital space with a fresh look and feel. Hence was born www.usemobilesavepaper.in – an entity that merged the physical and virtual world. The creation became a perfect blend of idea, art and technology.”
The concept is to take users from the different stages of trees development and growth. The campaign works by letting the user register and then offer them a seed which will have to be nurtured in healthy grown tree. One has to do simple tasks like sending free sms from the website and getting friends to do the same. A person who manages to grow maximum number of trees will win BlackBerry phones each day.
Max Hegerman, president, Tribal DDB India says, “Our challenge was to create an online design that would spread the message and create memorable experiences for the users. The numbers suggest that within 20 days of the campaign, more than 8 million people have visited the site and a whopping 13.3 million SMSes have been sent via the website,” says The results of this campaign show that the site has received 8,093,104 visitors and 2,500,599 participants. In all, 13,378,900 SMSes and 1,613,896 emails were sent through the website.