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DEWARISTS
案例简介：描述活动/条目 印度品牌娱乐的增长已经成为印度电视行业爆炸的代名词，在过去十年里，印度电视行业推出了 250 多个频道: 2000-2010。然而，即使全国有 435 多个电视频道，品牌娱乐仍然通常以赞助和产品投放的形式出现。与故事情节和内容关联的集成仍然很少。特别是在酒精行业，活动赞助和产品线扩展的创建，即。同名瓶装水，音乐光盘，已经成为惯例，因为酒精品牌被禁止通过线上传播媒体进行推广。因此，酒精品牌通常会使用代理广告，或者赞助现场活动，如颁奖典礼、时装秀和剧院，希望获得一些主流媒体的报道。 结果 挑战: 印度的广告和营销法律禁止酒精品牌通过广播和向大众发布的在线通信来推广他们的产品。2008年之前推出的其他酒精品牌能够使用相同标签下的产品扩展，如苏打水、瓶装水等来推广他们的品牌, 杜瓦没有作为新进入者的选择。目标: 鉴于我们建立品牌意识和创造独特形象的目标，我们创建了一个平台，Dewarists，它承认, 庆祝和促进那些跟随他们的心并通过他们最初的方法改变范式的人。鼓励个人做他们相信的事情源于品牌的理念，即 “有些事情值得做”。策略: 这个品牌哲学是通过一部 10 集的电视连续剧《德瓦斯特》而变得生动起来的。每一集都有音乐领域的独立艺术家或 “牧师”，他们的故事旨在激励观众追随他们的梦想。部分是音乐纪录片，部分是旅行指南，该节目以一些最鼓舞人心的独立音乐家为特色，在前往印度各地的同时合作创作原创音乐。在每一集的旅程结束时，合作的艺术家们创作了一首原创歌曲，不仅反映了彼此的流派和影响, 但也吸引了他们探索过的地方的声音和文化。执行: 该节目在周日晚上的黄金时段在印度首播的英国通用娱乐电视频道《星球世界》上同时播出，并在 YouTube 上在线播放。它得到了一系列与艺术家一起的现场表演和巡回演出的支持，并通过脸谱网和推特的放映和推特进行了推广。合作期间创作的歌曲最终在网上免费分发。 Dewarists 是为年轻的城市观众设计的，也是为他们量身定制的。这部由 10 部分组成的电视连续剧展示了 40 多个独立音乐家的鼓舞人心的故事，从格莱美奖得主到鲜为人知的手艺信徒，他们在印度探索了 10 个美丽的地方, 同时创造从未见过的跨音乐流派的合作。他们的旅程、节拍和韵律被高清拍摄，其国际美学使其成为当地制作的最好的电视节目之一。Dewarists 也是第一个在线同步播放的印度电视节目; 使它更容易获得超过 45% 的移动观众。 杜瓦的威士忌已经将目标受众预先定义为 25-34 岁的男性消费者，那里的实验正处于顶峰，但对商业信息的冷漠程度也是如此。这个年轻的剧组也最不可能通过预约看电视，最有可能在网上找到。这导致了一种内容和广告策略，它不仅使《德瓦尔士》成为第一个在 YouTube 上同时播出的印度电视节目，而且几乎完全通过在线和社交媒体进行推广。YouTube 频道获得了超过 1.7 的 YouTube 浏览量，成为该国第一品牌频道。超过 70% 的观众是 25-34 岁的男性观众。对于一个不允许使用电视和印刷等大众媒体的品牌来说，该节目产生了价值超过 100 万美元的媒体宣传。Dewarists 在推出后的第二天成为推特上的热门话题，并在竞选后期再次成为热门话题。Dewar 的印度 Facebook 页面用于免费分发节目期间创建的 10 个合作的曲目，已经产生了超过 3.2 次社交活动和超过 120,000 次下载。
DEWARISTS
案例简介：Describe the campaign/entry The growth of branded entertainment in India has been synonymous with the explosion of the Indian TV industry that saw more than 250 channels launch in the last decade: 2000-2010. However, even with over 435 TV channels in the country, Branded Entertainment is still usually seen in the form of sponsorships and product placements. Integration with storylines and content associations are still rare. Specifically within the alcohol industry, event sponsorships and creation of product line extensions, ie. same name bottled water, music CDs, have become the convention given that alcohol brands are forbidden from being promoted via above-the-line communication media. Therefore, it is common for alcohol brands to use either surrogate advertising, or sponsor live events such as awards functions, fashion shows and theatre in the hope of getting some mainstream media coverage. Results Challenge: India’s advertising and marketing laws forbid alcohol brands to promote their products through above-the-line communications that are broadcast and published to mass audiences. While other alcohol brands that launched before 2008 were able to use product extensions such as soda, bottled water, etc. under the same label to popularize their brand, Dewar's did not have that option as a new entrant. Objective: Given our objective of building brand awareness and creating unique imagery, we created a platform, The Dewarists, which recognises, celebrates and promotes those individuals who have followed their hearts and shifted the paradigm through their original approach. Encouraging individuals to do what they believe in stems from the brand’s philosophy that 'some things are just worth doing’. Strategy: This brand philosophy was brought alive through a 10-episode TV series called The Dewarists. Every episode identified independent artists or ‘Dewarists’ in the realm of music, whose stories were aimed to inspire the audience to follow their dreams. Part music documentary and part travelogue, the show featured some of the most inspiring independent musicians around, collaborating to create original music while traveling to locations across India. By the end of each episode, their journey, the collaborating artists composed an original track that reflected not only each other’s genres and influences, but also roped in the sounds and culture of the places they’d explored. Execution: The show was simulcast on India's premiere English general entertainment television channel, Star World, at prime time on Sunday nights and online on YouTube. It was supported by a series of on-ground shows and tours with the artists and promoted through screenings and tweetups that were driven through Facebook and Twitter. The songs created during the collaborations were eventually distributed online for free. The Dewarists was designed for, and tailored to, a young urban audience in its delivery. The 10-part TV series showcased over 40 inspirational stories of independent musicians, from Grammy-winners to lesser-known believers in their craft, as they explored 10 beautiful locations across India, while creating never-seen-before collaborations across musical genres. Their journeys, beats and rhymes were captured in HD and its international aesthetics made it one of the best locally produced TV shows. The Dewarists was also the first Indian TV show to be simulcast online; rendering it more accessible got it over 45% mobile viewers. Dewar’s whisky had pre-defined its target audience as the 25-34 year old male consumer, where experimentation is at its peak but so are the levels of apathy towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online. This led to a content and advertising strategy that not only made The Dewarists the first Indian TV show to be simulcast on YouTube, but also almost entirely promoted via online and social media. The YouTube channel got over 1.7m YouTube views, making it the no.1 brand channel in the country. Over 70% of this audience was the 25-34 year old male viewer. For a brand disallowed from using mass media like television and print, the show generated over $1m worth of media publicity. The Dewarists became a trending topic on Twitter the day after its launch and once again during a later stage in the campaign. Used to distribute the tracks of the 10 collaborations created during the show for free, Dewar’s India Facebook page has generated over 3.2m social engagements and over 120,000 downloads.
THE DEWARISTS
案例简介：描述活动/条目 印度品牌娱乐的增长已经成为印度电视行业爆炸的代名词，在过去十年里，印度电视行业推出了 250 多个频道: 2000-2010。然而，即使全国有 435 多个电视频道，品牌娱乐仍然通常以赞助和产品投放的形式出现。与故事情节和内容关联的集成仍然很少。特别是在酒精行业，活动赞助和产品线扩展的创建，即。同名瓶装水，音乐光盘，已经成为惯例，因为酒精品牌被禁止通过线上传播媒体进行推广。因此，酒精品牌通常会使用代理广告，或者赞助现场活动，如颁奖典礼、时装秀和剧院，希望获得一些主流媒体的报道。 结果 挑战: 印度的广告和营销法律禁止酒精品牌通过广播和向大众发布的在线通信来推广他们的产品。2008年之前推出的其他酒精品牌能够使用相同标签下的产品扩展，如苏打水、瓶装水等来推广他们的品牌, 杜瓦没有作为新进入者的选择。目标: 鉴于我们建立品牌意识和创造独特形象的目标，我们创建了一个平台，Dewarists，它承认, 庆祝和促进那些跟随他们的心并通过他们最初的方法改变范式的人。鼓励个人做他们相信的事情源于品牌的理念，即 “有些事情值得做”。策略: 这个品牌哲学是通过一部 10 集的电视连续剧《德瓦斯特》而变得生动起来的。每一集都有音乐领域的独立艺术家或 “牧师”，他们的故事旨在激励观众追随他们的梦想。部分是音乐纪录片，部分是旅行指南，该节目以一些最鼓舞人心的独立音乐家为特色，在前往印度各地的同时合作创作原创音乐。在每一集的旅程结束时，合作的艺术家们创作了一首原创歌曲，不仅反映了彼此的流派和影响, 但也吸引了他们探索过的地方的声音和文化。执行: 该节目在周日晚上的黄金时段在印度首播的英国通用娱乐电视频道《星球世界》上同时播出，并在 YouTube 上在线播放。它得到了一系列与艺术家一起的现场表演和巡回演出的支持，并通过脸谱网和推特的放映和推特进行了推广。合作期间创作的歌曲最终在网上免费分发。 Dewarists 是为年轻的城市观众设计的，也是为他们量身定制的。这部由 10 部分组成的电视连续剧展示了 40 多个独立音乐家的鼓舞人心的故事，从格莱美奖得主到鲜为人知的手艺信徒，他们在印度探索了 10 个美丽的地方, 同时创造从未见过的跨音乐流派的合作。他们的旅程、节拍和韵律被高清拍摄，其国际美学使其成为当地制作的最好的电视节目之一。Dewarists 也是第一个在线同步播放的印度电视节目; 使它更容易获得超过 45% 的移动观众。 杜瓦的威士忌已经将目标受众预先定义为 25-34 岁的男性消费者，那里的实验正处于顶峰，但对商业信息的冷漠程度也是如此。这个年轻的剧组也最不可能通过预约看电视，最有可能在网上找到。这导致了一种内容和广告策略，它不仅使《德瓦尔士》成为第一个在 YouTube 上同时播出的印度电视节目，而且几乎完全通过在线和社交媒体进行推广。YouTube 频道获得了超过 1.7 的 YouTube 浏览量，成为该国第一品牌频道。超过 70% 的观众是 25-34 岁的男性观众。对于一个不允许使用电视和印刷等大众媒体的品牌来说，该节目产生了价值超过 100 万美元的媒体宣传。Dewarists 在推出后的第二天成为推特上的热门话题，并在竞选后期再次成为热门话题。Dewar 的印度 Facebook 页面用于免费分发节目期间创建的 10 个合作的曲目，已经产生了超过 3.2 次社交活动和超过 120,000 次下载。
THE DEWARISTS
案例简介：Describe the campaign/entry The growth of branded entertainment in India has been synonymous with the explosion of the Indian TV industry that saw more than 250 channels launch in the last decade: 2000-2010. However, even with over 435 TV channels in the country, Branded Entertainment is still usually seen in the form of sponsorships and product placements. Integration with storylines and content associations are still rare. Specifically within the alcohol industry, event sponsorships and creation of product line extensions, ie. same name bottled water, music CDs, have become the convention given that alcohol brands are forbidden from being promoted via above-the-line communication media. Therefore, it is common for alcohol brands to use either surrogate advertising, or sponsor live events such as awards functions, fashion shows and theatre in the hope of getting some mainstream media coverage. Results Challenge: India’s advertising and marketing laws forbid alcohol brands to promote their products through above-the-line communications that are broadcast and published to mass audiences. While other alcohol brands that launched before 2008 were able to use product extensions such as soda, bottled water, etc. under the same label to popularize their brand, Dewar's did not have that option as a new entrant. Objective: Given our objective of building brand awareness and creating unique imagery, we created a platform, The Dewarists, which recognises, celebrates and promotes those individuals who have followed their hearts and shifted the paradigm through their original approach. Encouraging individuals to do what they believe in stems from the brand’s philosophy that 'some things are just worth doing’. Strategy: This brand philosophy was brought alive through a 10-episode TV series called The Dewarists. Every episode identified independent artists or ‘Dewarists’ in the realm of music, whose stories were aimed to inspire the audience to follow their dreams. Part music documentary and part travelogue, the show featured some of the most inspiring independent musicians around, collaborating to create original music while traveling to locations across India. By the end of each episode, their journey, the collaborating artists composed an original track that reflected not only each other’s genres and influences, but also roped in the sounds and culture of the places they’d explored. Execution: The show was simulcast on India's premiere English general entertainment television channel, Star World, at prime time on Sunday nights and online on YouTube. It was supported by a series of on-ground shows and tours with the artists and promoted through screenings and tweetups that were driven through Facebook and Twitter. The songs created during the collaborations were eventually distributed online for free. The Dewarists was designed for, and tailored to, a young urban audience in its delivery. The 10-part TV series showcased over 40 inspirational stories of independent musicians, from Grammy-winners to lesser-known believers in their craft, as they explored 10 beautiful locations across India, while creating never-seen-before collaborations across musical genres. Their journeys, beats and rhymes were captured in HD and its international aesthetics made it one of the best locally produced TV shows. The Dewarists was also the first Indian TV show to be simulcast online; rendering it more accessible got it over 45% mobile viewers. Dewar’s whisky had pre-defined its target audience as the 25-34 year old male consumer, where experimentation is at its peak but so are the levels of apathy towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online. This led to a content and advertising strategy that not only made The Dewarists the first Indian TV show to be simulcast on YouTube, but also almost entirely promoted via online and social media. The YouTube channel got over 1.7m YouTube views, making it the no.1 brand channel in the country. Over 70% of this audience was the 25-34 year old male viewer. For a brand disallowed from using mass media like television and print, the show generated over $1m worth of media publicity. The Dewarists became a trending topic on Twitter the day after its launch and once again during a later stage in the campaign. Used to distribute the tracks of the 10 collaborations created during the show for free, Dewar’s India Facebook page has generated over 3.2m social engagements and over 120,000 downloads.
DEWARISTS
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THE DEWARISTS
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