H tStuff A newsletter from DDB Mudra Group - Issue 3 , 2015 Contents 01 Madhukar’s Message 21- 23 Best of DDB Mudra Gamification - the next big thing? Mathrubhumi Classifieds Lenskart and EBAI New Volkswagen Jetta Kingfisher Premium 02 - 05 Global Connect fbb Global Wins Pudin Hara Global News Royal Challenge 06 - 07 First Person Symphony Back from Kathmandu - Shaken, Dhara Kachi Ghani Mustard Oil Not Stirred UNICEF 08 -15 The Highlights 24 - 25 Thus Spake Zeigler DDB Mudra Group adds girl power The science of marketing and to the Cannes Lions Festival 2015 the case for creativity See It. Be It. DDB Voice 2015 rolls out 25 Meet the Chief Innovation & Growth Officer DDB MudraMax announces New Structure Mother’s Day 26 - 27 Guts & Glory Father’s Day New Joinees 28 Thought Leadership 5th Little Sparks Contest Sonal Dabral Wassup @ MICA 29 - 31 Know More 16 - 17 Q & A True Gender Equality Loyalty alone is never enough 18 - 20 Best of DDB Worldwide Skoda 32 Media Spotlight AT&T Fundicion Argentina De IBC Last Word Transplante Hapatico Now Hiring: Your New WECOMPOST Personal Assistant Volkswagen AXE KLM McDonald’s No Somos Delito Steinlager Pure Madhukar’s Message Madhukar Kamath Group CEO & Managing Director DDB Mudra Group Gamification – the next big thing? Gamification is the concept of applying By providing extensive insight into user Education with funding from the game design techniques to engage and behaviour, big data can indicate what MacArthur Foundation and the Bill and motivate people to achieve their goals. activities, content types, and frequencies Melinda Gates Foundation set up a Its main purpose is to engage, teach, are yielding the best results. It also school called Quest to Learn centred entertain, measure and to improve the allows companies to adapt to various around game-based learning, with the perceived ease of use of information user behaviour and motivation. In order intent to make education more engaging systems. to get the most value out of gamification, and relevant to modern kids. SAP has it is important to go beyond the data and used games to educate their employees Gamification techniques strive to try to understand not only how the users on sustainability. RedCritter Tracker, leverage people's natural desire to are behaving but also to ask 'why', and PlayCall, and Arcaris are examples of socialize, learn, master, compete, also come up with creative ideas to management tools that use gamification achieve, etc. Early gamification improve the system. Effectively using to improve productivity. strategies used rewards for players who data analytics and gamification, in turn, accomplished desired tasks or Digital Brand Group is the first company helps businesses sell more and increase competition to engage players. Types of in India to fully gamify their work process customer loyalty. rewards included points, achievement to make their work style more engaging badges or levels, the filling of a progress Gamification has been widely applied in and encouraging. Experts anticipate that bar, or providing the user with virtual marketing. Over 70% of Forbes Global the technique would also be applied to currency. Making the rewards for 2000 companies surveyed in 2013 said health care, financial services, accomplishing tasks visible to other they planned to use gamification for the transportation, government, employee players or providing leaderboards were purposes of marketing and customer training and other activities. ways of encouraging players to retention. For example, in November PHD, the Media agency which is part of compete and fuelled deeper 2011, Australian broadcast and online the Omnicom Group launched its online engagement. media partnership Yahoo!7 launched its gaming tool as far back as 2012. It is a Fango mobile app, which TV viewers use The research company Gartner had global operating system called Source to interact with shows via techniques like predicted that by 2015, a gamified that taps into the “gamification” trend. check-ins and badges. service for consumer goods marketing Source is designed to mimic a massively multiplayer online (MMO) game. It and customer retention would become Gamification has also been used in encourages participation and as important as Facebook, eBay, or customer loyalty programs. Starbucks collaboration by allowing approximately Amazon, and more than 70% of Global gave custom Foursquare badges to 3000 employees across the global PHD 2000 organizations would have at least people who checked in at multiple network to tap into the “PHD mind,” one gamified application to drive desired locations and offered discounts to providing ideas and solutions for briefs all user behaviour that is advantageous to people who checked in most frequently over the world. Employees score points their brand. at an individual store. when their suggestions are used and Gamification is a very practical technique A study at MIT Sloan found that ideation can keep tabs of their position on a to take advantage of big data. By games helped participants generate global leaderboard that is updated on capturing and analyzing the big data on more and better ideas, and compared it a real-time basis. Source enables behaviour, businesses can create a to gauging the influence of academic employees to remain abreast of new more engaging experience that papers by the numbers of citations trends that can be applied to their motivates employees and users. 71% of received in subsequent research. clients’ businesses and is considered to companies expect big data to have a be a “game-changer” for the media significant impact on sales. The New York City Department of planning and buying industry. 1 Size : (W) 235 X (H) 345 mm Global Connect Global Wins DDB at Cannes Guerre Du Pays de Meaux Press Ministry of Communications and campaign out of DDB Paris. Information. DDB had a great week at Cannes! The network won a total of 78 Lions from 27 DDB Singapore strikes GOLD: DDB Singapore boss David Tang said: offices in 21 countries, including 1 Grand #DDBCannes Winners “Everybody knows DDB loves the Effies, Prix, 12 golds, 28 silvers and 37 bronze. so winning for the 12th year running feels really gratifying”. The wins were across categories as follows: DDB bags Pencils at 2015 D&AD & The One Show Awards Branded Content: 5 Creative Effectiveness: 1 Cyber: 10 Design: 1 DDB agencies across Asia Pacific Direct: 4 enjoyed success at this year’s Cannes Film: 4 Lions festival. DDB Singapore walked Film Craft: 5 (including GP) away with a gold Lion in the Promo & Health | Pharma: 3 Activation for its ‘4G4Good’ for Starhub. Coveted campaigns by DDB Mudra Innovation | Data: 1 It was the only gold for Asia in this Group and DDB DM9 JaymeSyfu Media: 6 category. The campaign was also scored yet again at this year’s D&AD Mobile: 2 awarded a bronze in the Direct category. Awards. D&AD celebrates outstanding DDB Sydney was awarded a bronze Outdoor: 10 work in design and advertising, and a Lion in the Promo & Activation category D&AD Pencil is recognized the world PR: 3 while a bronze Lion in Outdoor was over as a symbol of the very highest Press: 10 picked up by DDB Mudra Group in India. creative achievement. Promo & Activation: 8 Radio: 4 DDB shines at 2015 APAC Effies DDB Mudra Group’s ‘Bi-Xenon Headlamps’ Titanium & Integrated: 1 for Volkswagen won a Pencil in the graphic design DDB Spain was the most-awarded office category, while DDB DM9 JaymeSyfu’s with 16 awards, followed by ‘Pocket Fire adam&eveDDB London with 14. Paris, Extinguisher’ for the Amsterdam and Germany each won a City of Las Piñas total of 5 Lions. won a Pencil in the Three DDB agencies left Singapore with White Pencil/Design EMEA was the most-awarded DDB heavy pockets after bagging multiple category. region with a total of 36 Lions. Latina metals at the 2015 APAC Effie awards, took home 25, APAC 10 and North following yet another fantastic adam&eveDDB and Grey London also America 7. performance across the region. received a combined 11 Pencils (Joint 4th). Spain’s “Holograms for Freedom” was the big winner this year and the team DDB New Zealand, DDB Singapore and was up on stage collecting gold Lions Lifelounge agency reeled in a total of six Meanwhile, DDB Group New Zealand nearly every night. In total, they received individual awards. DDB New Zealand won a Bronze Pencil for SKY TV ‘Bring 16 Lions across 8 different media. was also named #3 Agency of the Year. Down The King’ at The One Show Awards held at Alice Tully Hall, Lincoln Center in adam&eveDDB brought home the Grand DDB wins top honors at Singapore New York City and DDB Melbourne won Prix in Film Craft for John Lewis’ Effies two Bronze Pencils for RSL Australia “Monty”. They also received a gold Lion ‘Minute of Silence’ in Interactive and in Branded Content for “Monty” and a DDB has been named agency of the Mobile. Creative Effectiveness gold for John year at the Singapore Effies, an awards Lewis’ “The Bear and the Hare”. show it has dominated since it was DDB Düsseldorf scoop up gold at launched 12 years ago. The Omnicom ACDN Awards Also receiving gold Lions were DDB agency claimed gold for McDonald’s and Singapore for their “4G4Good” Promo Singapore Air Force, and silver for DDB Düsseldorf, together with campaign and the Musée de la Grande National Environment Agency and MediaMonks, took home gold for Bic’s 2 Global Connect “Universal Typeface Experiment” at the starting with the Wave Festival in Rio de Canada, were announced, with DDB recent ACDN Awards in the Netherlands. Janeiro, the FIAP in Mexico City, and offices in New York, Chicago and San The ACDN is the Association for then the U.S.H.