Kingfisher India-  Mobile case study
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Kingfisher India- Mobile case study

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An interactive mobile campaign for Kingfisher, a leading brand in categories like beer, aviation, lifestyle, media etc.. This mobile campaign was carried during the Indian Premier League 2009, to ...

An interactive mobile campaign for Kingfisher, a leading brand in categories like beer, aviation, lifestyle, media etc.. This mobile campaign was carried during the Indian Premier League 2009, to make a brand connect with 5 local teams sponsored by Kingfisher!

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Kingfisher India-  Mobile case study Kingfisher India- Mobile case study Presentation Transcript

  • 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 View slide
    • 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
    View slide
    • 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
    • Some Photos uploaded by users.
    User participation Please find the complete upload dump @ http://www.blufimedia.com/photos/
  • Prize Distribution
  • IDEA To make customers relate themselves With Kingfisher Goodtimes CORE OBJECTIVE To communicate the message that Kingfisher is a Goodtimes partner
    • CREATIVE
    • Interactive contest forms
    • Photo upload
    • MEDIA
    • Blufi infrastructure used to reach the Target Group at Barista, Café Coffeeday, Nandhini restaurants etc
    • Contents were customized to different mobiles.
    • Website: www.telibrahma.com
    • Blog: www.telibrahmaindia.blogspot.com
    • Slideshare: www.slideshare.net/blufi
    • Twitter: @telibrahma