kingfisher india- mobile case study
DESCRIPTION
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!TRANSCRIPT
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KINGFISHER GOODTIMES CAMPAIGN
Client: UB Group, Kingfisher
Campaign Period: 18th April-24th May, 2009
Locations: Bangalore, Mumbai, Jaipur, Hyderabad, Delhi
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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
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Campaign execution
• Campaign was carried out across many popular youth hangouts around the country
Snapshot of Mumbai creative
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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
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• 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
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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
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RESULTS
Total downloads of contest forms
More than TWO LAKH downloads
Total number of responses for the Contest
1036
Total number of photo uploads
817
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Download Statistics• City Wise
Downloads for Kingfisher Campaign
63083
5228527405
8609
50361
Bangalore
Mumbai
Hyderabad
Jaipur
Delhi
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Content Breakdown
Photo upload – 18th April to 4th May
KF Contest – 5th May to 24th May
Content wise Details
8664 13849
38271
3827135449
35033
32206 Photoupload Contest
KF Contest
Wall Paper 1
Wall Paper 2
Ring Tone 1
Ring Tone 2
Ring Tone 3
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PhonePhone wise Details
Nokia
Sony Ericsson
Others
HTC
Samsung
Motorola
LG
FLY
Nokia Smartphone
Sharp
Toshiba
Palm
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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
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• Some Photos uploaded by users.
User participationPlease find the complete upload dump @ http://www.blufimedia.com/photos/
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Prize Distribution
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IDEATo make customers relate themselves
With Kingfisher Goodtimes
CORE OBJECTIVE
To communicate the
message that Kingfisher is
a Goodtimes
partner
CREATIVE
Interactive contest formsPhoto upload
MEDIA
Blufi infrastructure used to reach the Target Group at Barista, Café Coffeeday, Nandhini restaurants etc
Contents were customized to different mobiles.
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Website: www.telibrahma.comBlog:
www.telibrahmaindia.blogspot.comSlideshare: www.slideshare.net/blufiTwitter: @telibrahma