Surf Excel TV Off Life On Campaign

TECHSHASTRA (I) Pvt. Ltd.

TV Off LIFE On Campaign – Activity AnalysisSurf Excel India and Surf Excel Matic

Duration: 1st February to 15th March, 2013

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Source: COAI

What is TV Off Life On?

Covering the Digital Ecosphere

Website Activation

Content Strategy on Facebook

TECHSHASTRA


The Insight: Parents worry about kids spending too much time in front of TV & computer screens. One half of the day is spent in school while the other half is spent doing home-work. This leaves very little or no time for them to get out of the house and experience the outdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children.

Why is Surf Excel India encouraging TV Off, Life On!Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why they say, daag achhe hai- the mother encourages the child to really experience nature without any worries about dirt and stains on clothes. In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it is encouraging mothers to switch off their TV sets and experience the benefits of being out of doors.

The TV Off-Life On Campaign


Parents worry about kids spending too much time in front of TV & computer screens.

One half of the day is spent in school while the other half is spent doing home-work.

This leaves very little or no time for them to get out of the house and experience the outdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children

Consumer Insight


Why does Surf Excel India encourage TV Off, Life On?

Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why they say, Daag Achhe Hai!

The mother encourages the child to really experience nature without any worries about dirt and stains on clothes In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it is encouraging mothers to switch off their TV sets and experience the benefits of being out of doors

The Idea

TECHSHASTRA (I) Pvt. Ltd. The Campaign

The ‘TV Off – Life On’ aims to increase the awareness about the ill effects of watching TV and urge parents to spend time with their kids, thus enriching the bond between Parents and Children, along

with helping children to explore, imagine, visualize and grow

TECHSHASTRA (I) Pvt. Ltd. Key Stages of the Activity

• Facebook updates to create dissonance in the minds of moms about kids’ excessive TV watching habits

• Suggesting fun activities for moms & Kids to spend time together away from TV

• Take a Pledge Application to urge moms to pledge their support for the campaign

• Ask the Expert - moms get a chance to ask eminent psychologist Dr. Varkha Chulani about their top child related concerns

• My Blog Contest – Invited users to share their own stories and experiences around TOLO

TECHSHASTRA (I) Pvt. Ltd. Covering the digital ecosphere

• Dedicated page on the Surf Excel website leading users to Facebook & Twitter channels

• PR articles & display banners on popular parenting websites frequented by the TG to amplify the TV Off Life On initiative to beyond the Facebook audience

• Social media (Facebook & Twitter) hub of the engagement

• YouTube for videos and Ask the Expert answers from Dr. Varkha Chulani

• Blogs with real life stories and experiences, hosted on the Surf Excel website

TECHSHASTRA (I) Pvt. Ltd. Key Activities on facebook: Take a Pledge

3000+ Pledges from all over India

TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Ask the Expert

50 Questions

445 YouTube Video Views

TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Blog

180 Entries Received


Snapshot of Activities on Facebook

TECHSHASTRA (I) Pvt. Ltd. Surf Excel India– Social Presence

• Likes on the Page: 1,138,353• TAT: 29,092


More than 29,000 fans have joined our page during the campaign

TOLO - Dashboard

TECHSHASTRA (I) Pvt. Ltd. Owned, branded images created amplification

TECHSHASTRA (I) Pvt. Ltd. TOLO - posts

We took different routes with posts to always keep the community engaged

1 – 360 Degree promotion with PR articles, Display Banners & Facebook Ads to gain maximum traction

2 – Started off with dissonance posts & got the moms conversing

3 – Generic TOLO posts – suggested activities for moms and kids

4 – Launched & promoted the pledges application

5 – Ask the experts, accumulated all the questions from users & launched the video towards the end of the campaign

6 – Launched the Blog contest

TECHSHASTRA (I) Pvt. Ltd. Content shared by users on the wall

Moms expressed their support for the campaign!

THANK YOU

Surf Excel TV Off Life On Campaign

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