Co-Marketing redefined – a new D2C Campaign from Dolby India

avatar
by Lindsey Francy Mar 9, 2023 News
Co-Marketing redefined – a new D2C Campaign from Dolby India

The campaign was designed to show the difference between the Dolby Experience and a generic one, where the partner brands lend a hand to the potential of sight and sound. The campaign features partner brands and their devices, which are powered by the same technology as the movie.

The D2C campaign leads with this Master Film supported by 5 partner brand specific cut-down films that highlight a different content passion.

About The Campaign

The core creative idea behind this campaign is based on a common reference made in India to a big revelation. The film tracks a day in the life of an Indian family, and how Dolby brings alive experiences they love - TV shows on the go, mobile gaming, streaming music, or their favourite movie in the living room.

The creative direction makes our audience realize that their experience is incomplete if they don't like it. With the realization that you don't just hear and see, you experience and feel entertainment, the campaign hopes to induce purchase of a Dolby-enabled device.

The campaign features content passions that consumers connect with, such as a favourite TV Show, a Movie, a song, a mobile game or sports, and encourages participation from the brand's online communities. The # trended not just for a short time but for hours.

The campaign uses co-marketing which is a concept that truly co-creates value among like minded partner brands who are collaborating around a common goal that they have. Brand salience and equity can be built using this tool. Co-marketing allows brands to reach a wider audience. It allows partners to take advantage of the strength of each other.

The collective mind of each partner brand can be used to amplify a common message. You will be able to get more reach and engagement with this. Imagine the collective mind of all partner brands coming together and that you would see with this campaign.

I'm real.

Realme has great gaming experiences. In this case, the value proposition is highlighted through this cut-down film with realme that shows how the game can be played with a whole new level of realism thanks to the use of realme.

Consumers are aware of their needs. They want better experiences that cater to their five senses, as well as transporting them to the moments they are watching on the screen or hearing on their devices. We are happy that we share the same vision of giving an experience to our consumers on realme devices. We wish to wish one of our most trusted partners many more successful years.

A household name for a complete range of living room experience solutions. In this case, the value proposition is highlighted through a cutdown film that shows how a soundbar and a sound system can create a stadium-like experience at the comfort of a couch. The viewers can feel every detail from the stadium with the help of Dolby.

LG has always been at the forefront of development of new and advanced technologies. The edge to our TVs is provided by the innovations by the two companies. The TV viewing experience is dependent on high-quality image and audio. Our decade-long collaboration has allowed us to create a range of solutions. We hope to continue collaborating in this direction.

It'sXiaomi

One of the largest selling smartphone brands in India never compromises on high end technologies. It ensures an un matchable content consumption experience on the phone. As a "Mobile First Nation", Indians love to consume contents on the go, and this cutdown film shows how theXiaomi 12Pro immerses the viewers in their fvourite TV Show with Dolby Vision and Dolby Atmos support.

The rising demand for an audio-visual experience has led to a steady evolution in technology. Technology that enhances the overall consumer experience is shared byXiaomi andDolby. We will be able to deliver next-gen realism with the help of the Suna Kya Dekha campaign. We aim to provide the most spectacular experiences to our consumers and prove that two like minded brands can create magic.

There is a company called Sony.

Most Indians associate movies with being passionate about them. In this cutdown film with Sony, a family can be seen enjoying a movie that puts them in the middle of a mission with the jungle surrounding them.

There is a company called SAMSUNG.

Throughout the day, we are surrounded by music. The film shows how consumers can enjoy the music on the phone with the Buds. The spatial audio experience can be experienced with these two devices, they can even tell the direction of the sound as you move your head.

There is social media play.

Multiple digital destinations were created by the campaign. Some of the experiences that were highlighted by the 5 partner brands were watching a sci-fi TV show on a Xiaomi device, movie on Sony TV, playing games on a realme phone, and listening to music on a SAMSUNG phone. It took users a long time to share their experiences with the best of the best.

Fans of both the brands responded to the banter that was run on the social media site.

It'sXiaomi

Get your @XiaomiIndia Dolby enabled devices — #BuyInDolby for #NextLevelEntertainment

— Dolby India (@DolbyIn) February 6, 2023

There is a company called SAMSUNG.

Get #GalaxyZFlip4 https://t.co/RdYO1yfH3M and #GalaxyBuds2Pro https://t.co/SL1jTmxG6U with #DolbyAtmos.

— Samsung India (@SamsungIndia) February 11, 2023

I'm real.

We told you this was going to be awesome! An immersive gaming experience in #DolbyAtmos with #realme — who would’ve thought? #BuyInDolby

— Dolby India (@DolbyIn) February 23, 2023

There is a company called Sony.

Ab toh #Sony khareedna hi padega. #BuyInDolby

— Dolby India (@DolbyIn) February 3, 2023

Yeah! Get #LGOLED TV & #LG Soundbar with #DolbyAtmos now! #BuyInDolby

— Dolby India (@DolbyIn) February 13, 2023

To further signify the cinematic value and enhanced visual elements, the brand projected the difference in content consumption with and without Dolby Vision, a technology by Dolby that enhances depth, contrast, and colors to transform the science of sight and sound into spectacular experiences

The distribution of films highlighting the integration of Dolby Technology in devices such as realme mobile phones, or on the Disney+ Hotstar OTT platform was part of the co-marketing activity.

There is a microsite on the main Dolby website and the brands is running an active digital outreach on it's own.

To amplify the #BuyInDolby further, Dolby created an eStore on Amazon.in where users could pick their favorite products from the categories.

The campaign shows how the right collaboration can make communication stronger and engage the audience.