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 make a brand connect with 5 local teams sponsored by Kingfisher!

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  • sir pplease send me this ppt n my id::-
    as i am a very keenly intrested in ub groups and it will help me to understand my dream company from a near prespecyive.
    thanking u in appreciation
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Kingfisher India- Mobile case study

  1. 1. KINGFISHER GOODTIMES CAMPAIGN Client: UB Group, Kingfisher Campaign Period: 18 th April-24 th May, 2009 Locations: Bangalore, Mumbai, Jaipur, Hyderabad, Delhi
  2. 2. Campaign Objective <ul><li>To create brand connect with the target audience during the Indian Premier League 2009 </li></ul><ul><li>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 </li></ul><ul><li>Target age group: 18 to 30 years </li></ul>
  3. 3. Campaign execution <ul><li>Campaign was carried out across many popular youth hangouts around the country </li></ul>Snapshot of Mumbai creative
  4. 4. <ul><li>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 </li></ul><ul><li>As Kingfisher was part of 5 teams as their GOODTIMES partner, we asked users to upload their Goodtimes photos from their mobile </li></ul><ul><li>The word ‘ Goodtimes ’ was used extensively to represent Kingfisher, as it’s popularly known as ‘ Kingfisher, king of Goodtimes </li></ul><ul><li>All users were educated about the activity by the posters, stickers, promotions in digital screens, mobile alerts etc </li></ul>
  5. 5. <ul><li>Users could either click a picture from their mobile or directly upload a photograph from their mobile archive </li></ul><ul><li>At the end of the activity, lucky winners were selected and presented with Kingfisher team merchandise like Team T-shirts, caps, calendars, accessories etc. </li></ul><ul><li>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 ?’ </li></ul><ul><li>Lucky winners with correct answers would receive gift hampers, merchandise etc </li></ul>
  6. 6. Challenges <ul><li>We could not promote the brand directly since Kingfisher is associated with Beer </li></ul><ul><li>We decided to focus on “GOODTIMES”, as the brand KINGFISHER is popularly known as the KING OF GOODTIMES! </li></ul><ul><li>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 </li></ul><ul><li>To break the myth that users won’t be receptive to mobile engagement ideas like photo upload, contests over mobile were initiated </li></ul>
  7. 7. 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
  8. 8. Download Statistics <ul><li>City Wise </li></ul>
  9. 9. Content Breakdown Photo upload – 18 th April to 4 th May KF Contest – 5 th May to 24 th May
  10. 10. Phone
  11. 11. <ul><li>Campaign Success </li></ul><ul><li>The campaign saw the viral element at its best. The engagement levels were high as there was more call to action </li></ul><ul><li>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 </li></ul>
  12. 12. <ul><li>Some Photos uploaded by users. </li></ul>User participation Please find the complete upload dump @
  13. 13. Prize Distribution
  14. 14. IDEA To make customers relate themselves With Kingfisher Goodtimes CORE OBJECTIVE To communicate the message that Kingfisher is a Goodtimes partner <ul><li>CREATIVE </li></ul><ul><li>Interactive contest forms </li></ul><ul><li>Photo upload </li></ul><ul><li>MEDIA </li></ul><ul><li>Blufi infrastructure used to reach the Target Group at Barista, Café Coffeeday, Nandhini restaurants etc </li></ul><ul><li>Contents were customized to different mobiles. </li></ul>
  15. 15. <ul><li>Website: </li></ul><ul><li>Blog: </li></ul><ul><li>Slideshare: </li></ul><ul><li>Twitter: @telibrahma </li></ul>