The Titan HTSE campaign

World’s fifth largest and India’s leading manufacturer of wrist watches, Titan is in no dearth of innovation and design. With over 80 million customer base and manufactured more than 100 million watches, Titan wanted to revolutionize by making watches that run on light source with their Titan HTSE watches.

To coincide with the Titan’s launch of their new range of HTSE wrist watches, KRDS and Maxus agencies partnered for this campaign and had to create innovative Facebook and mobile applications.

The real challenge was to bring that light source concept into the app by allowing users to see the collection of wrist watches only when they power up the watch by pointing a light source such as mobile display or torch to the webcam.

Goal: Brand Building, Reputation and fan base growth.

Brief

The application prompt the users to power up HTSE by two ways: one, the webcam. The other, “Fireflies”.

To see the collection of light powered HTSE watches, users with webcam should point a light source to the webcam like a mobile display or torch to power up the watch. In the absence of webcam, the users were asked to drag and drop 5 “fireflie”s (looming light) to the silhouette image. The ulterior motive is to use any light source to see the showcase of watches.

Users can then choose a watch from the gallery and wear it in their wrist virtually using the webcam. By using the store locator, they will be shown the nearest Titan HTSE stores to explore.

The concept was drawn up together by KRDS and Maxus agencies, KRDS was then in charge of the development.

Solution

Users need to point a source of light to te webcam to power up the application

There were both a Facebook app, mobile iOS native and Android OS native mobile apps

Users could then try the watch using their webcam and an augmented reality feature.

Monthly active users shot up to 30,000 and more post the launch of the app.

Fan growth amplified from 156,000 to 403,588 in a span of 4months.

Results

Nominated for the Mashable 2011 Awards under the “Best Branded Mobile Apps” category

Titan HTSE “Light powered media for light powered watch” wins the award for best use of emerging technology. (Jury was chaired by Michael Donnelly, worldwide interactive marketing director, The Coca-Cola Company)

Titan HTSE Facebook App has won Gold under the “Best Social Media App” category at the recently held Indian Digital Media Awards 2012.

Titan HTSE App was awarded in the category “Best application for mobile/tool/mash up” at the GoaFest 2012

Awards and praise