P ragmatic godrej_aer


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P ragmatic godrej_aer

  1. 1. 1. Past Campaigns  All of Godrej Aer’s past campaigns have revolved around social media  #DontSmokeBecause – A crowd sourced song against smoking on twitter  #Colouryourfriends – Celebrated Holi by engaging consumers, the campaign allowed inflow of conversations and hence created product awareness  #Firsteverfragranceapp – Celebrated April Fools day by asking users to download an app to activate the emission of fragrance from their phone
  2. 2. 2. New Idea ‘AER IT OUT’ WITH AER BUDDIES  The ‘Aer It Out’ campaign aims at unleashing the Godrej Aer mascots (different frangrances) in select locations in targeted cities  Godrej Aer buddies are 4 mascots representing the 4 different fragrances of air fresheners. Four people dressed up like Aer buddies will be strategically placed at select locations across the city  For example, the Musk fragrance will target people smoking in public. The musk buddy will frequent pan shops & tapris where people usually smoke  The Aer buddy engages the people in an olfactory experience of the product thus associating it to eliminating the smell of smoke  Similarly other buddies will be located at locations depending on the fragrance of the freshener
  3. 3. Nature’s Delight Breezy and How Misty Mornings Musk
  4. 4.  The ‘Aer it Out’ campaign is both practical and feasible in monetary terms. It does not demand a huge investment and since the campaign is conducted in 2 phases –  Phase 1: Aer buddies being placed at strategic locations  Phase 2: Digital and social engagement through the campaign  The entire campaign strengthens the association between these fragrances and their use at different locations/occasions 3. Practicality & Feasibility
  5. 5. 4. Implementation  A van carrying the 4 mascots will travel through the targeted cities, halting at prime locations to unleash the Aer Buddies  Phase 2 of this campaign is largely digital and involves making the ‘Aer It Out’ experience viral through contests, public engagement etc  Social media will be used as the primary tool to convert this into a virtual experience culminating in people sharing their personal experiences about Godrej Aer {#Myaeritoutmoment}
  6. 6. 5. Estimated Budget & Returns  Targeted Cities: Delhi, Chennai, Pune, Mumbai, Hyderabad, Bangalore, Kolkata, Chandigarh, Gurgaon, Coimbatore, Bhopal, Patna & Lucknow  Estimated Budget: 1 lakh/city (Inclusive of costumes, travel, support crew)  Returns: The campaign will aim at building Product- Association and top-of-mind brand recall by highlighting the product differentiation within the Aer range and also the innovative technology used for each fragrance
  7. 7. 6. Returns to Product/Brand & Parent Company  Phase 1 of our campaign will help create stronger awareness through public engagement in the minds of people in relation to Godrej Aer being a strong contender in the home care category  The campaign will also reinforce Godrej’s recent change in image and logo as a brand that is youthful, vibrant and fresh  Making use of digital platforms in Phase 2 will help connect with youth and the Sec A category, who form the target audience, better as today’s generation looks for convenience of use and a certain sense of style in every aspect of life, a combo of which is provided by Godrej Aer in the form of utility, design and fragrance