Idea (the telecom arm of Aditya Birla Group), has decided to go digital with its successful “Use mobile, save paper” campaign. The campaign which spreads awareness about our exhausting environment has become a hit amongst all age-groups. The brand has tied up with Tribal DDB India to create buzz in the digital space.

Dinesh Swamy, associate creative director, Tribal DDB India said, “Idea wanted to broaden the campaign in the digital space with a fresh look and feel. Hence was born www.usemobilesavepaper.in – an entity that merged the physical and virtual world. The creation became a perfect blend of idea, art and technology.”

The campaign revolves around nurturing a seed into a fully grown tree. An individual after registering would receive a virtual seed, which has to be nurtured. This has to be done by spreading more awareness about the campaign via free SMSes that can be sent from the website and sharing the site with friends. A user with maximum no. of trees would be eligible to win BlackBerry phones every day.

Max Hegerman, president, Tribal DDB India added, “Our 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.”

Earlier, the brand had also tied up with Barista and Café Coffee Day to spread the word for its green campaign through a mobile application. The app would allow people to download the menu card and bill on their mobile phones, eliminating paper-based menus and bills.

Have to say, “What an Idea, Sirjee?”