Users were led to participate in the Its' gr8 2 b 25 movement and share their thoughts about turning 25. Users could share their best moments from when they were 25 in text and video formats. Every week 10 best entries won “Its' gr8 2 b 25” merchandise.
The campaign was split in two phases, Impact Plan followed by Sustenance.
Impact plan: Innovations on all top horizontals and news sites were taken as part of the plan. Custom banners were developed where users could share their thoughts on the banners itself without needing to click.
Sustenance plan: To cater to the long tail of our TG, presence was maintained across sites from relevant geners like news, travel, sports and adnetworks to maintain visibility in the sustenance phase.
This was a 360 degree campaign with Digital, TV, Outdoor & Print support. Owing to the youth aspect of the campaign thought, digital was an extremely important medium, with interactivity and two way communication being the essentials of the campaign.
60% of the pan media user entries came via digital - making it the best performing media for this campaign.