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In the ever-evolving mobile marketing landscape, going beyond the ordinary is imperative. The Maddies 2023 Awards presented by exchange4media recognized key campaigns driven by this belief, powered by InMobi and Glance. Cue the confetti as we let you in on the ones that displayed ground-breaking innovation making heads turn, jaws drop, and, most importantly, driving some serious results.
Emerging victorious yet again, Nerolac’s “Har Din Diwali” campaign bagged a gold at The Maddies 2023 Awards. Aimed at connecting digital-first audiences to local distributors, the campaign also stole the show at MMA SMARTIES India 2023 held in October.
What made “Har Din Diwali” an award-winning idea?
An immersive rich media interstitial, excellent location-based targeting, high personalization, and a reward too good to pass up!
Nerolac partnered with InMobi and Interactive Avenues to craft a compelling ad experience on mobile aimed at connecting the digital-first consumers with the local dealers. Leveraging InMobi Audiences, the brand identified Diwali celebrating Indians aged between 24 and 44 years from major cities and engaged them on their favorite music, utility, and news apps. This was achieved through a multi-action enabled full-screen rich media interstitial blending interactive elements and creative optimization.
5,000 local dealer stores were mapped by the brand polygon, and each user was shown the location of their nearest outlet integrated with the maps app on their phone to offer accurate directions. The chance to win gold coins conditional to a minimum purchase amount urged these audiences to visit the stores and buy premium Nerolac products, boosting sales volumes by a whopping 49% across registered dealers, and leading to a 2.1x CTR compared to industry benchmarks.
Leading audio OTT platform Kuku FM made a mark with its campaign aimed at acquiring new users and boosting subscriptions, winning big at The Maddies 2023 Awards. Kuku FM showcased excellence in lead generation and was successful at achieving significant results through the Glance smart lock screen integration.
How did Kuku FM become India’s top audio OTT platform?
Intelligent targeting, visibility across various avenues, compelling communication, and vernacular campaigns.
Kuku FM’s extensive library comprises audio content in multiple Indian languages, but the goal was for it to reach and impact relevant audiences. By partnering with InMobi and Glance, Kuku FM connected with millions of smartphone users across various digital platforms, whether they were consuming content on apps or just waking their phones.
With InMobi, the brand identified relevant audience segments based on their city and language, resulting in the engagement and acquisition of high-value users. On the other hand, Glance enabled the brand to display appealing creatives with compelling communication and incredible deals on the front page of mobile, driving app installs with just a single click. Additionally, the smart lock screen experience also spoke the language of every user thanks to Kuku FM’s vernacular campaign. The outcome? A 10x increase in app installs and a 5x increase in subscriptions!
As you navigate the realm of mobile marketing, partner with InMobi and Glance to make your brand or product shine just like Nerolac and Kuku FM. Write to mobilemarketing@inmobi.com for crafting remarkable experiences on mobile and leave lasting impressions.
