Cannes Lions: How Kinnect Entrances Worked around Non-Intrusion and Jugaad
The Cannes Lions International Festival of Creativity will return after a two-year hiatus. Creative advertising agencies from around the world will compete for the coveted prizes from June 20-24.
Kinnect, a decade-old agency, submitted three of its campaigns for the global ad contest.
Festive announcement without intrusion: HDFC Bank
The aim of the third edition of Kinnect’s “Add An Ad” campaign for HDFC Bank was to encourage Indians to take advantage of the bank’s offers on card purchases and loans in a non-intrusive manner.
From smartphones to clothing to loans, the bank had a huge range of offerings to communicate and equally fierce competition vying for notoriety during the holiday season.
“Through social listening, we identified that while watching vlogs and even zooming in, audiences were watching and discussing objects in the background. Additionally, these elements had superior recall to the actual content. found an undisputed advertising goldmine – the background,” the creative team explains.
Products on which HDFC Bank had festive discounts were naturally spotted in the background of YouTube vloggers’ videos. The campaign enticed viewers to buy what their eye says without interrupting the video. All with a simple arrow pointing to a YouTube fact sheet.
“When you’re building an IP, what becomes difficult and equally fun is doing justice to fundamental ethics year after year. This time for HDFC Bank’s Festive Treats, we’ve capitalized on intrinsic behavior of the viewer by associating it with the most engaged content vehicles, and smart integration of brand messaging without appearing commercial or intrusive,” says Puneet Bajaj, Vice President – Strategy at Kinnect.
Impact: Seventy ad placements with 23 creators generated over 5 lakh visits to the Festive Treats microsite, resulting in a 25% increase in credit card spend, an 18% increase in debit card spend and an increase in 23% of personal loan volume.
The campaign generated 12 million video views (no paid promotions) and 72 million impressions on YouTube. The ad generated a CTR of 4.3%, surpassing the average CTR for the display ads industry (0.5%) as well as rich media innovations (1-2%), making it the most success of Festive Treats to date.
Violence against women is not acceptable: TVS Raider
The campaign titled “Fight for What’s Right” aims to highlight the violence against women that is deeply rooted and widespread in India, fueled by patriarchy. Early evidence suggested domestic violence complaints increased by 131% when the pandemic hit India.
On November 25, the International Day for the Elimination of Violence Against Women, the brand, in conjunction with Kinnect, released a video showing a brand new bike being brutally assaulted.
Most bike brands attempt to embody an outdated concept of masculinity in their positioning to appeal to male audiences. TVS Raider wanted to take a stand against the toxic masculinity prevalent in Indian society.
The premise of the ad campaign is that men have a unique, empathetic relationship with bikes and cars, so a small scratch can cause them mental distress. When men can feel pain in the face of harm from an inanimate object, why do they remain silent spectators of brutal assaults on women?
Ashish Tambe, Executive Creative Director at Kinnect, explains, “Violence against women is not just a women’s issue. the heart of this campaign is a fundamental question: if senseless violence against an inanimate object like a bicycle makes people go – “why would you do that?” Why doesn’t violence against women raise the same question and the same indignation? »
Through the campaign, the agency has spearheaded a crucial movement to raise awareness and ensure that violence against women is not overlooked, trivialized or tolerated, Tambe added.
Impact: The video garnered 8.75 million organic views on digital and a net sentiment score of 8.65. With zero media spend, the campaign reached 64 million and an engagement of 1.35 million.
The campaign generated sales of 72,308 bikes (each costing around $1,100), a testament to the fact that our unconventional campaign to take a stand for women resonated with our audience.
Chatpat: SOS Children’s Village
Kinnect and FCB India have come together to create an influencer, #chatpatkagyaan, to help childcare NGO – SOS Children Village – raise awareness and fundraise and raise awareness for the homeless and deprived.
This social movement was quite successful, with the arrival of several brands. On Children’s Day 2021, a 10-year-old boy – Chatpat, from the streets of Mumbai, shares “Gyaan” videos around quirks he learned on the streets.
Kartikeya Tiwari, National Creative Director, Kinnect, says, “Our challenge was to create an encore for a brand that is doing really good work but with limited budgets. We conceptualized a street kid influencer who would win the affection of the public by acting as a brand ambassador for the children of SOS Children’s Villages India. My team and I have found immense joy in the jugaads we did this to create frame-by-frame renders of iconic adverts, using which we appealed to India’s top brands for donations.
Impact: Chatpat increased brand impressions by 1,506% without any paid media. Corporate donations increased by 61.5% over the previous year.
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