Bangalore: Zapr Media Labs, a Bangalore based media-tech company, announced today that it has won Silver for Best Solution Provider and Gold for Best Campaign – Direct Response for a campaign with Mahindra Holidays & Resorts India at the 6th Annual Mob-Ex Awards 2018.
Zapr was nominated in 5 categories but the campaign that impressed the judges the most was the entry for Mahindra Holidays & Resorts India with its strategic approach to identify TV audiences and engage with them on mobile.
Hailed as one of South East Asia’s premier industry events for companies and organisations in the field of mobile marketing, the awards night in Singapore saw attendance From leading finalists like DDB Group, BBDO, Mindshare, Isobar, InMobi, Dentsu, Tribal, McCann From across the APAC region. The Mob-Ex awards jury which nominated and selected the winners, comprised a panel of digital experts From leading brands, including Ravi Shankar – Group Head of Digital Marketing at AirAsia, Viswanath Ramaswamy – Global Marketing Director at GlaxoSmithKline (GSK) and Carl Isenbeck – Marketing Director at Porsche Asia Pacific among others.
The campaign: Zapr enabled viewers of the Club Mahindra TVC to directly visit the brand’s website on mobile right after they watched the commercial on TV. This effortless integration of TV and mobile created an impulse to visit the holiday website, without the need for any manual searches on the internet.
The result: Club Mahindra engaged with more than 1 lakh unique commercial viewers on whichever apps they used across different categories like news, games, food and lifestyle. The campaign’s call-to-action got huge response with click-through-rates +3x higher for banners and +2x higher for interstitials compared to industry benchmarks, leading targeted users straight to the brand’s landing site.
“We ran this campaign as a test to the data driven platform and we were highly impressed with the results, specifically for driving qualified traffic to our website. The test has given us confidence to include the cross device integrated campaign as a part of our regular media mix”, Ajay Kaul, Chief Digital Officer, Mahindra holidays.
On Zapr’s wins, Sandipan Mondal, Co-founder & CEO of ZAPR said, “It is heartening to see that the industry recognizes and values the change Zapr is driving in terms of bringing siloed advertising media together and providing data insights driven solutions to further brand priorities.”
Zapr Media Labs has disrupted the way brands go about cross-channel audience identification and engagement. They provide tailor-made solutions to brand owners that help them leverage the offline behavioral patterns of consumers, for deeper insights as well as targeting across digital and mobile platforms.
