Asian Paints - Colour Ki Lari


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Asian Paints - Colour Ki Lari

  1. 1. Facebook ApplicationActivity date – 1st November 2012 – 23rd November 2012
  2. 2. • It is said that Goddess Lakshmi visits the cleanest house first on Diwali• This is why we all keep our homes fresh, clean and tidy just before Diwali• Common things people do to welcome the Goddess are - Rangoli’s outside the house - Light a string of Diyas - Do a complete home makeover
  3. 3. The first name that comes to mind when we think of Home makeovers is Asian Paints
  4. 4. • Apart from nuclear families there are newly married couples and youngsters (staying on rent) who are looking for easy home makeover solutions. How do we catch their attention?• How do we reinforce the strong brand connect between Diwali and Asian Paints with a younger audience present on Facebook?• How do we achieve the above without being too direct, technical or salesy.
  5. 5. Lari is the most popular fire cracker that comes to mind when you think ofDiwali.Once you light it there is a domino effect. Lots of small firecrackers add upto make a big impact.The same way in which a message goes viral on Facebook. One userinitiates a conversation. His friends join in, followed by the friends friends.
  6. 6. Diwali Lari Facebook Lari
  7. 7. We need to be on top of the mind of the Facebook audience who is looking for ahome makeover solution.To keep the concept fun and engaging without sounding too salesy.To replicate the popular Diwali Lari virtually on Facebook. But with a twist.How?Each little cylinder shaped firecracker is dedicated to a user.The little firecrackers are no longer in the traditional red colour. We let the usercustomize them with- His / Her Name- His / Her Favourite ColourTo make the chain the longest Lari seen / heard we allow users to tag their friendstoo.
  8. 8. The virtual lari with namesof Facebook fansshowcased in theirfavourite colour
  9. 9. • Weekly prizes announced for participating in the application• A grand prize of a home makeover to 1 winner
  10. 10. An interactivelanding tab toset the mood.User has tolight the rocketto proceed
  11. 11. Encouragingthe user to jointhe BiggestLari seen /heard.Since thenumberstarted from amodest 0. Eachparticipant inthe chainunderstandsthe value ofhis /hercontribution
  12. 12. A simple stepby stepnavigationwith greatemphasis onAdding Friendsand Sharingthe concept
  13. 13. An easyinterface toadd friendsand to pick acolourassociated tothem.
  14. 14. An easyinterface toadd friendsand to pick acolourassociated tothem.
  15. 15. The Colour KiLari in Action
  16. 16. The Colour KiLari in Action
  17. 17. A simple Diwali greeting &an ability to- Add more friends- View the leader board.
  18. 18. The Leader Board
  19. 19. 20,000 people were a part of the Lari and lit it too.
  20. 20. 18,300 people viewed the application more than once.
  21. 21. 65,000 people were tagged by 20,000 who participated.
  22. 22. 13,00,000 people on Facebook were exposed to the Colour Ki LariFacebook Application and the message from Asian paintsAssumption65,000 users tagged. Each of them has 200 friends. 10% of thesefriends were exposed to the message in their news feed
  23. 23. 4,255 new fans joined the page organically contributingto 7% growth.