EMG Events executes the maiden edition of NHCQ 2013 - EventFAQs

Don't be satisfied with stories, how things have gone with others.
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ALSO FEATURED
4 May 2013, EXPERIENTIAL MARKETING 50
YOUTH ENGAGEMENT PROGRAM OF THE YEAR
Gold | ENTRY TITLE: Pepsi T20 Football | ENTRANT: Groupm
(This entry is a Bronze winner in the Brand Experience of the Year (Best use of Experiential Marketing). Please see pg. 52)
ENTRY TITLE: Mountain Dew Xtreme Tour | ENTRANT: Groupm
Mountain Dew had always positioned
itself as a ‘fearless and exhilaration’ drink.
However, unlike India, in other countries
Mountain Dew pitched on ‘a rush of
adrenaline’, which was strongly associated
with extreme sports such as BMX biking,
rollerblading, skateboarding, whitewater
rafting, and bungee jumping. Mountain
Dew wanted to give a flavour of this aspect
of the brand to India.
Mountain Dew’s objective was to show the madness behind extreme sports in India and
own this genre as a first mover advantage. Some of the world’s top action sports pros
in skateboarding, BMX, inline skating and freestyle motocross talents were brought to
India as part of a six city tour known as the Dew Xtreme Tour. The tour was designed to
showcase the skills of these International athletes and bring the insanity of extreme sports
to India. The Dew Xtreme tour also provided a platform for Indian youth to experience
these sports themselves in a safe and thrilling manner with safety protocols. In addition
the senior artists conducted Xtreme Tour clinics in eight cities to introduce action sports
to kids. As a special promotional offer, consumers were permitted to be a part of the
Dew Xtreme Tour 2012 by carrying the special edition Xtreme Tour Mountain Dew cans
available in the market and redeeming it for a pass to the event. Alternatively, consumers
could also log on to www.ticketgenie.in to get themselves a Dew Tour pass. The campaign
earned media coverage valued at 30 million. Over 1,544 hours of activation garnered half
a million impressions from audiences.
Bronze | ENTRY TITLE: My Ultrabook, My Music | ENTRANT: Aquila Experience - A Division of Draft FCB Ulka
The challenge for most technology
products today is to find relevance with
these trend-setters and early adopters – the
youth. The task at hand was to showcase
the relevance of the Ultrabook in that
space, and connect that relevance to
specific features that are unique to the
Ultrabook, giving the TG interesting stories and experiences to share.
The brand had to find a way to create a program was not intrusive, and yet could create
relevant product experience and connect. Thus was born My Ultrabook, My Music, a
series of 16 gigs that brought together top electronic music DJs from across the world at
top youth haunts in Mumbai, Delhi, Bangalore and Pune. While youth icons brought
the house down at these gigs, Ultrabook mixing stations made these events memorable.
Party goers flocked this area to create their own signature mixes on the Ultrabook, which
were then judged by an expert DJ. The best mixes of the day were given fun prizes and the
top mix of the day walked away with a Dell Inspiron Ultrabook! While parties were at the
heart of the program, buzz was created at multiple levels to drive footfalls to the gigs. The
event was amplified through a pre-event campaign that employed different media. These
events witnessed packed houses with more than 500 pax per event. Party goers thronged
the mixing stations and an average of 100 mixes was created at each event in around 3
hours.
Bronze | ENTRY TITLE: Horlicks Wizkids | ENTRANT: Krayon - EduMedia India Pvt. Ltd
Horlicks wanted to do something to
increase the recall value of its brand in
the minds of students between 5 – 17
years who have pester power to influence
buying decisions of their parents. This
year, ‘The 5 signs of growth’ was Horlicks’
new campaign and the client wanted to
integrate this campaign into their property
Horlicks Wizkids.
To make sure this happened, new competitions were added to the program and a more
dynamic design scheme was used. Competitions were changed according to changing
interests of students. Competitions were divided into 3 types: Onstage Competitions,
Creative Competitions, and Fun Competitions. Onstage competitions included
competitions in dance, singing, fashion show, antakshari, 30 seconds to fame, and mentor
minute to fame. Creative competitions included drawing, painting, mehendi art, little
chef, English story writing, state and language story writing, while fun competitions
such as ‘The Search’, mimicry, etc took place for the audience throughout the day. The
Wizteam Personality Contest took place at three levels: School Level, City Level and
South Asian Level. Contestants are tested on a number of skills – their character, physical
endurance, values, social skills, creativity etc. There were also two awards for teachers
and awards for schools including the Best Cheering School, Best Dressed School, Best
Disciplined School, Wizkids Cheer Move, etc. To support live shows, Horlicks Wizkids
Facebook page and website were used. The activity touched almost 2,50,000 school
students and approximately 3500 schools throughout South Asia