KRDS India executed #RuleTheRoad, a Twitter led Infotainment campaign with ‘not so easy’ questions about driving rules to promote ICICI Lombard's Motor Insurance Product. Apart from trending in Pune (Organically), the campaign also managed to send the message across and reach over 90,000 users.

2. FOR

3. Our Brief
“To launch a social media campaign that
integrates with the product.
(Motor Insurance)”

4. Our Idea
“A twitter led Infotainment campaign with
‘not so easy’ questions about driving rules.”

5. Creative Mechanism
We invited users
to take the
‘toughest road
quiz ever’ and
induced them with
Amazon gift
vouchers.
We asked 15 not-
so-easy questions
one by one after a
few teasers on
Twitter.
Participants were
asked to challenge
their friends to
take the quiz and
informative
questions were
asked all through.

6. The Campaign

7. Pre Contest Buzz

8. Campaign Creative

11. The Subtle Sales Push!

12. The Final Question!

13. User Reactions!

14. Analytics

15. Quick Statistics : Organic
5% increase in
followers
15.4 %
Engagement rate
37 Original tweets by
ICICI Lombard for the
Campaign
1,800 Retweets
7,300 Replies 1,300 Favorites 91,000 +
Impressions
Source : Twitter Analytics
#RuleTheRoad
Top Trend in PUNE
for 12 Hrs.

16. Thank You!
Achal.deoda@krds.com
Achal Deoda
Business Head - Mumbai
9833878301
Achal.deoda.krds