ZEE impresses at the fourth Asian Customer Engagement Forum and Awards (ACEF) with wins for Zee TV, TEN Sports Network and Living Foodz
At the fourth Asian Customer Engagement Forum and Awards (ACEF) held last week, leading media conglomerate, Zee Entertainment Enterprises Limited (ZEEL) bagged numerous awards, with wins going to Zee TV, TEN Sports Network and Living Foodz.
Zee TV, India's leading general entertainment channel won laurels for two of its digital engagement campaigns. It won a Gold for the first of its kind Google Voting innovation for its dance reality show Dance India Dance 5 in the online media category for successful use of technology and a Silver in the mobile marketing category for the Janbaaz Sindbad Mobile Game.
Zee TV Business Head Pradeep Hejmadi said, "Through innovations across social media, smartphone apps and the voting mechanism of its reality shows, Zee TV continues to be at the helm of digital space amongst Hindi GECs. The channel has constantly pushed the envelope digitally, initiating concepts such as 'Missed Call' voting, incentivizing voting by offering viewers a 'Freecharge' to their talk time, Twitter and Facebook voting for DID4, Zee Rishtey AwardsÂ and DID Super Moms respectively. Last year, we introduced yet another exciting voting mechanism in the history of Indian television in which viewers could vote for their favorite reality TV contestant through a Google search. Also, Janbaaz Sindbad mobile app was specifically designed to create an immersive experience for the user about the world Sindbad lived in and drive appointment viewership. Both the initiatives not only encouraged wider participation but also gave consumers an enhanced brand experience. With the growing digital audience, they were successful attempts in raising the bar in terms of consumer engagement."
TEN Sports Network, South Asia's leading sports network with a reach of over 140 million households, also won a prestigious Silver award in the best Loyalty Program category for Flying Football Club. Flying Football Club has, over the years, been one of the most successful loyalty programs where fans are given a once-in-a-lifetime opportunity to watch a football match, know more about the European football clubs and their history, experience and European city, meet a star footballer and be on National TV.
The activity started with fans logging into tensports.com with a 7 week long activity where fans were given a weekly challenge. The Flying Football Club is currently in its third season and has been developed into an intellectual property with its standalone website flyingfootballclub.com. After the successful completion of the 7 week long activity, two ardent fans were selected and sent to Paris in 2015 for a week-long trip. The fans got an opportunity to visit Paris, see the football museum, meet David Luiz the best defender of Paris Saint Germain, visit and eat the famous Zlatan Burger and watch a match against FC Lorient in the French Ligue of which Ten Sports is the official broadcaster in the Indian Sub-continent. Season 3 saw the Flying Football Club being conducted in two legs, one with Manchester City and the other with Paris Saint Germain. The Manchester City leg saw two fans on a trip to England, where they stayed at the Manchester City Academy, followed the footballers closely during training sessions, a trip to London, meeting Manchester City fans from different parts of the world and watching an English Premier League match followed by a trip to the football museum and back to India.Â The whole experience is encapsulated into a 20 minute programming for each trip which is being aired on the TEN SPORTS NETWORK. The activity has seen a two fold increase in participation, page views and stay time from the previous season to the first leg of the third season.
Living Foodz, India's first premium foodtainment channel won Gold in the Mobile Marketing - Effectiveness / Innovation category for the 'Living Foodz Launch Campaign.' Speaking on the achievement, Amit Nair, Business Head - Living Foodz said, "We are extremely delighted to receive the Asia Pacific Customer Engagement Award in the Mobile Marketing category for the launch of Living Foodz. As we enter the digital age, it becomes imperative to speak to millennials in a language that they are familiar with and through media that they engage with. This is why our launch campaign focused strongly on digital platforms, including mobile. It helped us to make a strong connect with our target audience and as a result, Living Foodz was off to a great start! Going forward, we will continue to leverage digital platforms to build the channel and offer an engaging experience to our viewers."
ACEF helps promote the best brands, organizations, agencies and individuals for their outstanding achievements in customer engagement & brand excellence. It presents the best practices, campaigns, activities and initiatives as benchmarks for others to emulate. The awards this year received 430 entries from across the APAC regions in various mediums of marketing that included Digital, Mobile, Radio, Television, OOH, Event and Promotional, BTL Activity, Magazine, Newspaper and Online.