Dish TV has recently won the coveted Campaign India's Digital Crest Awards 2018 and IDMA Digital Awards 2018 under the category of Best Use of AR or VR for its innovative marketing campaign using Augmented Reality.
Owing to a growing consumption of internet and mobile usage across tier 2 and tier 3 cities, Dish TV focused on using entertainment with innovation to create an unparalleled experience for its audiences. With an objective to drive awareness about the non-stop offer and MAP amongst the target audience and to increase adoption of Dish TV's services in tier 3 market, we decided to engage with the digitally non-connected audience in the targeted geographies using technology. A first-of-its-kind 'Digital BTL' activity was designed using Augmented Reality (AR) to create a Virtual Dance-Off Session for every participant with the 'Baadshah of Bollywood' Shah Rukh Khan.
The campaign received colossal response from the audience with thousands of fans participating in the activity across several villages in Uttar Pradesh. As a result, more than 43% customer data was collected and more than 37% hot leads were successfully converted into sales. With the message of Don't just watch it, Experience it, the campaign delivered a high ROI for a BTL campaign using AR and added another feather in Dish TV's cap.
Report By: Hirdesh Agarwal
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