Kalpana Heliya
August 18th, 2009, 12:57 PM
Campaign Objective:
To create brand connect with the target audience during the Indian Premier League 2009
To communicate the message that Kingfisher is a Goodtimes partner of 5 teams
Target age group: 18 to 30 years
The Campaign:
The campaign was carried out in two phases. First there was a photo upload contest and then a Kingfisher contest
As Kingfisher was part of 5 teams as their GOODTIMES partner, we asked users to upload their Goodtimes photo from their mobile
In the second phase we carried out a Kingfisher contest wherein people received a contest form with questions regarding their local team and Kingfisher. E.g. Who is the goodtimes partner of Mumbai Indians?
At the end of the activity, lucky winners were selected and presented with Kingfisher team merchandise
Challenges
Kingfisher is associated with Beer and hence we could not promote the brand directly
To break the myth that users wont be receptive to mobile engagement ideas like photo upload, contests over mobile were initiated
Results
More than 2 lakh downloads in 5 cities
Around 814 photos were uploaded and 1036 responses on the contest within a fortnight.
Campaign Success
The campaign saw the viral element at its best as there was more call to actions and the target audience has once again reiterated the fact that members responding to brand advertisements are high when it comes to mobile advertising.
To create brand connect with the target audience during the Indian Premier League 2009
To communicate the message that Kingfisher is a Goodtimes partner of 5 teams
Target age group: 18 to 30 years
The Campaign:
The campaign was carried out in two phases. First there was a photo upload contest and then a Kingfisher contest
As Kingfisher was part of 5 teams as their GOODTIMES partner, we asked users to upload their Goodtimes photo from their mobile
In the second phase we carried out a Kingfisher contest wherein people received a contest form with questions regarding their local team and Kingfisher. E.g. Who is the goodtimes partner of Mumbai Indians?
At the end of the activity, lucky winners were selected and presented with Kingfisher team merchandise
Challenges
Kingfisher is associated with Beer and hence we could not promote the brand directly
To break the myth that users wont be receptive to mobile engagement ideas like photo upload, contests over mobile were initiated
Results
More than 2 lakh downloads in 5 cities
Around 814 photos were uploaded and 1036 responses on the contest within a fortnight.
Campaign Success
The campaign saw the viral element at its best as there was more call to actions and the target audience has once again reiterated the fact that members responding to brand advertisements are high when it comes to mobile advertising.