Response / Real-Time Data

The Shortlist
CAMPAIGN
How BMW Hijacked Audi A4's Launch with Real-Time Search Predictions
AGENCY
Isobar India
CLIENT
BMW India
BRAND
BMW 3 Series
DETAILS
This campaign was designed based on historical data from BMW which showed that any competitor car launch or campaign indirectly helps in increasing sales enquiries for BMW. The BMW 3 series is the best-selling and most awarded luxury sedan by BMW to date and is superior against other competitor’s entry level models.
Based on this insight, BMW decided to leveraged on Audi’s “search predictions” on Google which are based on objective factors, including how often others have searched for a word.
Background: As a user types, Google's algorithm predicts and displays search queries based on other users' most commonly searched terms. In addition, if they’re signed in to their Google Account and have Web History enabled, they may see search queries from relevant searches that they’ve done in the past. All of the predicted queries that are shown in the drop-down list have been typed previously by Google users.
Hence BMW designed a campaign around Real-Time “search predictions” for Audi on Google to counter the most awaited launch from Audi in 2016.
BMW’s digital agency created a heatmap from website trends along with past campaign conversions data to focus on the hour & day with the highest engagement.
The campaign became the first-ever campaign to successfully leverage ‘Search Predictions’ on Google.
The campaign achieved a 90% SOV during the time of the Audi A4 launch & successfully hijacked Audi A4 search queries which helped BMW achieve 4X higher conversions compared to previous campaigns. 42% of the campaign leads were from Top 5 Metro Cities with 2X Increase in store footfalls & calls to dealerships.
 
CAMPAIGN
MMDA's Is There A Problem
AGENCY
McCann Worldgroup Phillipines
CLIENT
Metro Manila Development Authority
BRAND
Government / Institutional
DETAILS
Despite capturing traffic violators on record with a CCTV-based no-contact apprehension system, collecting fines proved to be challenging for the Metro Manila Development Authority because they couldn’t reach individual drivers efficiently. So instead of chasing each one down, the MMDA made drivers come to them by turning their violations website into a humor-powered self-policing platform, isthereaproblemofficer.ph. By using humor to drive motorists to the platform, MMDA was able to get fines settled before they were due, even with zero investment in paid media.
CAMPAIGN
How Mastercard used Real-Time To Win Hearts and Wallets in India
AGENCY
Digital Arts Network
CLIENT
Mastercard
BRAND
Financial Services - Cards
DETAILS
Financial card services offers have long been functional and unappealing. Mastercard wanted to break through the clutter by showing that our offers could be meaningful to consumers. Riding on the school holidays in India, we collaborated with the Singapore Tourism Board (STB) to create a family travel campaign. We built affinity with affluent Indian parents and captured their attention, creating a halo effect for our offers and successfully getting them to book trips to Singapore. Our campaign’s success centred around quick response to real-time data by identifying the right trends, creating maximum relevancy for our offers – winning hearts and wallets for Mastercard.
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