Godrej was foraying in the cluttered LCD television market dominated by brands like Sony and Samsung. Technology and innovation are the key success factors
in this space.

Godrej Eon XLCDs uses iPIX, the same technology which is used in space science and satellites for better output of images. This delivers cleaner images and
hence a ‘cleaner’ viewing experience to the consumer.

We used the internet to drive home the communication of ‘cleaner images’ through an interactive user experience. The user could enter his/her favorite website and send our scientists to ‘clean’ it. We used digital enhancement to give the user a first hand experience of comparing a regular image and an iPIX enhanced image.

The campaign was divided into two parts – The Teaser and the Launch.

During the teaser, we viralled the proposition that the scientists had invented a way to ‘clean the web’. We did this through web banners, seeded content on social networking sites like facebook, orkut, youtube, product review sites etc.

The teaser phase which lasted for a week saw approximately had 10,000 visitors and 3500 websites ‘cleaned’. The banner ads made over 1,000,000 impressions during the teaser phase and over 2,000,000 impressions post launch with a click rate of .87!

Talk about high visibility!