TOI’s 5 campaigns win Global Customer Engagement awards

NEW DELHI: Five campaigns created by The Times of India (TOI) won gold, silver, bronze in various categories at the 9th Global Customer Engagement Award 2020 announced by ACEF on Friday. In addition, Times Prime, a part of Times Internet, collected the Grand Prix Award (Bronze) as the Most Admired Customer Engaged Brand.
The campaigns are ‘Predict the Poll’, ‘Brain Baazi’, ‘Make India Water Positive’, ‘Bol Daal’ and ‘Education Times–Get Untangled’.
While ‘Predict The Poll’ won gold for effectiveness in print and publishing, ‘Brain Baazi’ collected the award for innovation in print and publishing and ‘Education Times-–Get Untangled’ for creativity in print and publishing.
Similarly, ‘Bol Daal’, a de-addiction initiative, raked in two golds for Effective use of Market Research in print and publishing and effectiveness in print and publishing and a bronze for Successful Use of CSR Activity in print and publishing.
The objective of the ‘Make India Water Positive’ campaign has been to spread awareness about the water crisis in India. But in the bigger picture, the campaign has also been successful in bringing about a behavioural change and a conscious approach towards water usage.
Among the campaigns, ‘Predict the Poll’ had asked readers to predict the number of seats each party or alliance will win by filling a simple grid published in TOI in 2019, when the whole country was waiting for the General Election results on May 23. In a two-day window, it received over 82,500 entries, with people engaging in prediction conversations on social media on the TOI handle.
‘Brain Baazi’ made newspaper reading fun by integrating an existing digital quiz platform with TOI and rewarding them. Everyday, readers were asked nine to 11 questions from common articles across TOI’s editions. The incentive, a sum of Rs 50,000, was equally divided among those who answered all questions correctly. The quiz garnered more than 4.4 million stream-views during a period of six months. In conjunction with others, it helped reverse summer-fall by 30-40%.
With the ‘Education Times–Get Untangled’ campaign, TOI restructured its weekly education supplement to help young students and parents take informed decisions. This was launched during the peak admission season. A separate section was created in print and on the Education Times website with leading counsellors and experts. The most important questions were then featured in print.
The campaign resulted in building traction for Education Times among students, parents and advertisers, which was clear from the growth in revenue.
TOI’s ‘Make India Water Positive’ campaign’s objective was to spread awareness about the water crisis in India. But, it was also successful in bringing about behavioural change. ‘Bol Daal’, which tried to address Punjab’s drug problem, not only received over 13,000 pledges but witnessed the average daily calls to the Narcotics Anonymous helpline go up from three-to-four a day to 10-12 per day.

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