Idea Cellular has taken its 'Use Mobile Save Paper' campaign to the online realm by partnering with Tribal DBB India and setting up an online website.
The website www.usemobilesavepaper.in takes users through the entire lifecycle of growing and nurturing a tree. After registering, users get a seed that they need to nourish into a fully developed tree by sending messages and sharing the website with friends.
Explaining the concept Dinesh Swamy, associate creative director, Tribal DDB India, says, Idea was keen to broaden the campaign in the digital space with a fresh look and feel.
According to Swamy, the creation of the website thus became a perfect blend of idea, art and technology.
The campaign, in addition to increasing the awareness of trees and environment, also rewards the user with highest number of trees grown with a BlackBerry phone daily.
The website has already received over 80 lakh visitors and 25 lakh participants.
According to Max Hegerman, president, Tribal DDB India, the agency's challenge was to create an online design that would spread the message and create memorable experiences for the users.
"The numbers suggest that within 20 days of the campaign, more than 8 million people have visited the site and a whopping 13.3 million SMSes have been sent via the website,'' he says.