This April Micromax launched the third iteration of its Canvas Doodle phablet that comes with a 6 inch display. Priced at Rs. 8,500, the new smartphone aims to capture the mid range market segment looking for bigger screens and fancy features like doodling and animating your conversations and chats. For the Canvas Doodle 3 promotions, the phone maker has launched a campaign to drive home the message of ‘Can doodle without limits’, starting with an animated TV commercial.
Conceptualised by Lowe Lintas, the ad film leverages the concept of doodling to highlight that anyone can doodle with their wild imagination with the new phone and create stories of their choice. It speaks the story of an animated pig who comes out of difficult situations as the doodler changes the story as per his wish.
Once he is thrown sky high by a hippo on a seesaw, next he is sliding down a rainbow into his house and two other pigs, with a bad wolf outside. The wolf starts freezing when weather is made to freeze. The pig then goes off to become a DJ. At the end, it is revealed that all of this is being doodled on the new Micromax phone.
The ad film was released on the brand’s social networks following teaser updates featuring the animated pig. Soon after the launch, the pages shared the website link where one could download the ringtone and other details about the phone. Fans were engaged through a social media campaign through the brand’s Facebook as well as Twitter page, where based on the TVC, one had to share whacky or funny situations for the piggy.
Doodles were created out of these, and 5 were shortlisted from each of Facebook and Twitter. These doodles have been saved onto a Facebook album (screenshot featured above) open for voting. A winner each from Facebook and from Twitter will be chosen based on the maximum votes received. Each wins a brand new Micromax Canvas Doodle 3 smartphone!
Keep tweeting the wacky situations for ‘piggy’ & stand a chance to win a brand new Micromax #CanvasDoodle3. RT NOW
— Micromax Mobile (@Micromax_Mobile) April 28, 2014
— *ting ting tiding* (@NaturesDoodle) April 28, 2014
— Pritam (@Pritam_db) April 28, 2014
Highlighting the main attraction
For a phone with a weak hardware specification, Micromax is trying real hard to highlight that with the new Canvas Doodle 3, you have an ever bigger screen to doodle away as compared to the earlier versions. In fact, the phone comes with 6 months of free movie subscription from BigFlix too. More fancy, less substance is how I look at the new phone.
However, the promotional campaign has made good use of social by co-creating with the community. Creating doodles out of funny situations imagined by fans is a good incentive for them, one that will be remembered and help build a long term community. It also helps that the contest mandated a participant to like and follow both its Facebook and Twitter pages.
Although a great campaign highlighting its doodling capability, are consumers naive enough to fall for the doodling features alone, ignoring its specs completely?