Tribal DDB India helps to save trees

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Idea.jpgIdea Cellular, one of India’s leading telecom operators, has launched a public service campaign, entitled ‘Use Mobile Save Paper’. The objective behind the campaign was to motivate people to use mobile phones in order to reduce paper consumption. Idea wanted to extend that same thought to the digital space.

Idea partnered with Tribal DDB India to create an online communication that would interact, inform and create awareness about the campaign.

Dinesh Swamy, Associate Creative Director, Tribal DDB India said, “Ideawanted to extend this campaign on to the digital space, but also wantedit to have a fresh look and feel. Thus was bornwww.usemobilesavepaper.in – an entity that merged the physical andvirtual world and created an experience unlike any other. It is aperfect blend of idea, art and technology.”

The concept focused around the experience of growing a virtual tree.The website captivated and engaged users by taking them through thevarious stages of a tree’s development and growth.

After registering on the site, users received a seed which they had tonurture into healthy full grown tree. They had to do this by performinga few simple tasks, such as sending free SMSes via the website andsharing the site with friends, to name just a few.

Users who trees grew the most were eligible to win BlackBerry cell phones everyday.