Kyoorius Media Awards
Use Of Experiential
Use Of Interaction
KYOORIUS MEDIA AWARDS - Use Of Experiential (Use Of Interaction)
Chatpat - SOS Children's Villages India
Client: SOS Children's Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect
|Brand:||SOS Children's Villages India|
|Client:||SOS Children's Villages India|
|Entrant Company:||FCB India LLP Advertising Ltd + Kinnect|
SOS Children’s Villages India is a non profit organization that works for the holistic upbringing of orphan children. They also run programs to help financially vulnerable families raise their children and eliminate the possibility of child abandonment.
SOS supports over 45,000 children in India and thus has a constant dependency on donations to fund their various development programmes. For a viewer, the website of SOSCVI was quite intimidating at first sight, with massive amounts of information, as well as a multitude of donation options (all of which on individual pages, for each programme). This would ultimately result in dropped opportunities of donation.
INSIGHT & IDEA
For the overall campaign we created a character - Chatpat, a 10 year old street kid from Mumbai. Not only did he woo the internet with his nuggets of street wisdom, but he was now gunning for corporate donations by recreating their iconic ads in his own ‘street’ style.
So it only made sense to make him a ‘tour guide’ for the whole online donation process.
EXECUTION - THE INTERACTIVE DONATION FORM
We first narrowed down the multitude of donation requests by SOSCVI under 5 key buckets, and scripted them (literally) to how a 10 year old would explain it to you. The scripts and the overall flow was light hearted but also brought the plight of these kids to the viewers notice, and highlighted how their donation would significantly better the life of a child.
We also wrote lines for when the user had to enter their contact info, was shying away from disclosing confidential information such as their credit card number, and also when they would submit wrong information. All of this in Chatpat’s unique style.
The entire donation process was made seamless and entertaining. This separate landing page, made for the campaign, nested under the main domain page of SOSCVI.
Link : https://www.soschildrensvillages.in/storiesofsurvival/
The Interactive Donation Form helped drive home donations for SOS Children’s Villages India.
51.02% Increase in Individual Donations
89.38% Increase in User Sessions
126.90% Increase in Unique Visitors
Overall campaign success metrics :
61.46% Increase in Corporate Donations
278% Increase in Brand Mentions
1506% Increase in Brand Impressions
|Company Credits:||FCB India|
|Individual Credits:||Swati Bhattacharya, FCB India|
|Individual Credits:||Kartikeya Tiwari, Kinnect|
|Individual Credits:||Ashish Tambe|
|Individual Credits:||Jaikrishna Patel|
|Individual Credits:||Priyanka Mestry Soni|
|Individual Credits:||Lekha Kambli|
|Individual Credits:||Mihir Shah|
|Individual Credits:||Ritika Malhotra|
|Individual Credits:||Aarzu Duggal|
|Individual Credits:||Tirtha Bandi|
|Individual Credits:||Garima Bisht|
|Individual Credits:||Dhruv Shah|
|Individual Credits:||Meru Kapoor|
|Individual Credits:||Aditya Joshi|
|Individual Credits:||Rishabh Kallyat|
|Individual Credits:||Chirag Gupta|
|Individual Credits:||Pranav Mestry|
|Individual Credits:||Kevil Gada|
|Individual Credits:||Pawan Pandey|
|Individual Credits:||Maithili Mullick|
|Individual Credits:||Amit Roy|