Kingfisher India- Mobile case study

KINGFISHER GOODTIMES CAMPAIGN Client: UB Group, Kingfisher Campaign Period: 18 th April-24 th May, 2009 Locations: Bangalore, Mumbai, Jaipur, Hyderabad, Delhi

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 namely, Deccan Chargers, Delhi Dare Devils, Royal Challengers, Mumbai Indians and Rajasthan Royals

Target age group: 18 to 30 years

Campaign execution

Campaign was carried out across many popular youth hangouts around the country

Snapshot of Mumbai creative

The campaign was carried out in two phases. First there was a photo upload contest and then a Kingfisher contest related to the local IPL team

As Kingfisher was part of 5 teams as their GOODTIMES partner, we asked users to upload their Goodtimes photos from their mobile

The word ‘ Goodtimes ’ was used extensively to represent Kingfisher, as it’s popularly known as ‘ Kingfisher, king of Goodtimes

All users were educated about the activity by the posters, stickers, promotions in digital screens, mobile alerts etc

Users could either click a picture from their mobile or directly upload a photograph from their mobile archive

At the end of the activity, lucky winners were selected and presented with Kingfisher team merchandise like Team T-shirts, caps, calendars, accessories etc.

In the second phase we carried out a Kingfisher contest wherein people received a mobile contest form with questions regarding their local team and Kingfisher. E.g. ‘ Who is the Goodtimes partner of Mumbai Indians ?’

Lucky winners with correct answers would receive gift hampers, merchandise etc

Challenges

We could not promote the brand directly since Kingfisher is associated with Beer

We decided to focus on “GOODTIMES”, as the brand KINGFISHER is popularly known as the KING OF GOODTIMES!

To make the process very simple for the users we came up with the idea of uploading the photographs directly from their mobile and contest via mobile form

To break the myth that users won’t be receptive to mobile engagement ideas like photo upload, contests over mobile were initiated

RESULTS 817 Total number of photo uploads 1036 Total number of responses for the Contest More than TWO LAKH downloads Total downloads of contest forms

Download Statistics

City Wise

Content Breakdown Photo upload – 18 th April to 4 th May KF Contest – 5 th May to 24 th May

Phone

Campaign Success

The campaign saw the viral element at its best. The engagement levels were high as there was more call to action

The target audience has once again reiterated the fact that the chances of them responding to brand advertisements are high when it comes to mobile advertising