SMJ, a talk show on social causes was provocative and exposed several sensitive social issues, however, the challenge was to garner large audiences, get their support and then engage them for continued and repeat viewership.
The TV show, with the Mobile inclusion in it, helped galvanise a nation to change, due to virality beyond television. Amassing 25 million missed calls, showing support for different causes, became more socially aware and engaged as a community for change - got the attention of the whole nation including the Prime Minister of the country. The unique format of TV led content backed by live active engagement to show support that also allowed a viral element to non-viewers allowed the campaign to multiply its intended audience and spread awareness greatly.
The Result was:
- A total of 31 million missed calls were received with a simple technology called missed call!
- Responses were received from all the States and Top 8 circles contributed to 63% of missed calls received.
- More than 1 M missed calls received from each of the top 8 circles.
- The campaign showed a 10 time increase in participation for the show, over the format used in the year 2012 (SMJ, Season-I), when 3 million consumers had participated and which itself was a large benchmark.
Client: Star India Pvt. Ltd.
Award: Gold in Cause Related Marketing