Digital Law & Kenneth creates 'heaven'ly experience for Idea!

The agency has designed a property named ideaheaven.in that extends the telecom major's recent 'Taste of afterlife' campaign.

Idea Cellular has extended its recent 'Taste of afterlife' campaign to the digital medium, with Digital Law & Kenneth weaving an out of the world experience, literally, for the telecom brand.

Supporting the mainline television and print campaigns, Idea has launched a digital property,
ideaheaven.in
, which is a mix of fun and games. The website incorporates the nation's love and passion for cricket and T20 and features properties that allow the user to interact and win prizes to be a part of the telecom major's protagonist, Sirji's dream team - in Idea Heaven.

Commenting on the digital campaign, Dinesh Swamy, creative director, Digital Law & Kenneth, says, "Ideaheaven.in helps the users to connect with the brand in an interesting way. Keeping user engagement at the heart of the campaign, we created interactive sections that make users experience this heaven."

The website that brings together user interactivity and engagement, while showcasing its content in an interesting way, has sections titled Heaven Power League (HPL), Live TV, App Land and Mera Life Story.

HPL is a cricket-based quiz contest that allows participants to play and post their scores and compare them with other players.

The most interesting part of the ideaheaven.in property is the Mera Life Story, where the user needs to log in using his/her Facebook username and password. The feature is a social media-integrated section that blends users' data on Facebook and weaves it in an interactive movie. The posts and pictures of the user are collated in the form of a short video, which highlights key events of the user's life.

"Idea heaven was created keeping the user in mind. The content and visual treatment was combined to create a worthy experience for the user," says Jaya Bhatia, vice-president, Digital Law & Kenneth.

The App Land section showcases a range of downloadable mobile applications from the Idea stable.