The outdoor leg of the campaign was executed in 24 hours across 9 cities in India. In addition, the campaign had a digital component too

Sarmistha Neogy | Mumbai | May 14, 2014

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This year Mother’s Day was celebrated on May 11 and as we all know and will agree unanimously, one single day is not enough to show our love and gratitude to the most important person in our life. However, brands don’t want to miss the bus and made full use of this growing trend among youngsters.

Creative agency, DDB Mudra, decided to do something different this Mother’s Day, by working not for their clients but for their employees. The agency surprised mothers of all their employees across offices with an online, SMS and OOH campaign. As part of the digital campaign, employees were asked to send in pictures with their mothers and around 90 such pictures were put up together to make a collage. These were then used as the cover images of DDB Mudra’s Facebook, Twitter and LinkedIn pages. In addition to this, every two hours, a collage of 5-7 pictures with personalised messages from the employees to their moms was posted on all the three platforms.

The SMS campaign involved the employees sending text messages in less than 100 characters which were then delivered by DDB Mudra to their mothers’ mobile numbers.

The target of the Outdoor leg of the campaign was mothers who don’t live in the same city as their children. OOH hoardings/billboards were picked in cities where such employees’ mothers reside. Then, a special message by the DDB Mudra Group thanking her for bringing up a ‘star’ was put up for the entire city to see! The agency did the task of taking the moms – who had no clue of what was going on – to these locations and their reactions were captured and posted on the social media pages of DDB Mudra.

The DDB Mudra team led by Aneil Deepak executed the outdoor campaign in 24 hours across nine cities including Guwahati, Sikkim, Nuvem (Goa), Mho (MP), Bokaro, Kanpur, Baroda, Calicut and Coimbatore.

On the idea behind this campaign, Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, “At DDB Mudra Group it’s always our people before profits. We owe our success entirely to our people. We also believe that much of what they are today is because of their mothers, so we decided this is one day we must use all our creativity to thank the great ladies for it.”

Adding to this, Rita Verma, Organisation Development, DDB Mudra Group, said, “We took up this initiative to thank everybody’s mom. Further, we realised that a lot of our employees live far away from their homes/moms and having the best outdoor agency in the country, we wanted to make the most of this special day by putting up hoardings in the location of the mom’s residence. All our social media assets are not just utilised to showcase our work and spread the good word, but we also see it as a very effective employee-engagement platform, and we will continue to do so.”

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Sarmistha@BestMediaInfo.com

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