Dhiraagu 'Digital Raajje' Campaign
CASE STUDY
‘Digital Raajje’ was a nationwide campaign programme undertaken by Dhiraagu which seeked to leverage the latest digital communications technology towards the social and economic wellbeing of our island nation. Dhiraagu commenced the transformation to digital when the company pioneered the digital transmission network across the country by building the country’s first fibre optic submarine cable network spanning the length of the entire nation. In 2015, Dhiraagu became the first operator to provide nationwide mobile broadband service and over the years had expanded its service with the roll-out of fibre broadband service across the nation to 75% of households.
Chopart played an important role in the success of this campaign with the production of television commercials highlighting 4 key areas where the service provided by Dhiraagu was showcased with accompanying print media and marketing materials for physical and online advertisements over a variety of mediums.
// Approaching the project
Our team went into this project with a goal to steer away from conventional ideas and to try and come up with a unique concept for each aspect of the project we were tasked with carrying out. We had four key areas that we had to focus on to showcase how the fibre broadband services provided by Dhiraagu was affecting their customers belonging to these four groups. These were :
• Guest House Business
• Education
• Gaming
• Streaming
// STRATEGY AND BRAINSTORMING
Our team spent time on extensive research and multiple brainstorming sessions within the group to make the campaign unique and stand out to the public. Once we had a good handful of ideas that we thought could be well executed we sat down with Dhiraagu and pitched them the ideas.
With the insight and input from Dhiraagu, we fine tuned the ideas and started work on drafting storyboards, talent hunting and location scouting. Instead of focusing the campaign to central Male’ City, we decided to shift the focus to the islands and how the services provided by Dhiraagu impacts the lives within the islands.
// Shooting & Production
We used local talent from the islands that we chose as locations for almost all the ads. We hired two foreign models who were working at the time in one of the islands we went to for our guest house commercial making use of their ability to fluently speak italian as a means to further the storyline for our concept.
For production we chose the best quality equipment that was available at the time. Three of the commercials under the campaign was shot on a RED Epic 6K Cinema camera while the 4th commercial was shot with a Blackmagic Ursa Mini Pro 4.6K. All the commercials was shot in full 4K with the final product downscaled to 1080P. This was done in order to have the most information in terms of editing and color grading so that the client gets the best quality as an end product.
Each commercial was shot in a time frame of 2 days with shots distributed to make the most of out time at each location. Taking into consideration the locations we used, we shot some commercials simultaneously so that we kept up with our schedule. In conjunction with the commercial shoots, photography was also done on the same day for the print media and online advertisements that were to be made.
After the shooting the team spent about 4 days editing each commercial. Work was distributed within the team members so as to speed up the workflow and meet the set deadlines. Editing, color grading, compositing and audio mixing was all done in house by our team members all of which were completed on time and delivered to the client.
// PRINT MEDIA AND ONLINE ADs
Print media such as billboards, window stickers and sandwich boards were made for the campaign. As well as decals for the Dhiraagu HQ building showcasing the entire campaign was also implemented.
Artworks for online advertisement platforms such as online news websites and Google was also produced by our team. Each artwork was resized to the sizes given by the almost 25 different websites for online ad placement as well as Google Ads.