Chote bathroom ke bade upaye campaign for Orient Bell Tiles
Problem statement: No A lister brand ambassador, no jingoistic messaging, need for a campaign driven by a simple human insight
Solution: It started with a simple brief about research that suggested that most people wish that their bathrooms were just a bit bigger. The messaging was simple, you don’t need to have big bathrooms, you need to have a better imagination; let Orientbell help you choose the right tiles to make the dream of a spacious bathroom possible.
Result delivered: Significant bump in brand recall Increase in awareness amongst consumers and channel partners Won Integrated Brand Campaign of the Year at INEX Awards
Rise in Room Nights over weekends at Holiday Inn Express
Problem statement: Holiday Inn Express, the mid segment hotel with business travelers as core audience was experiencing low occupancy periods during long festive weekends, festivals, weddings etc.
Solution: Devising locally generated sale campaigns mapped to specific parts of the calendar (Holi Long Weekend, Easter Weekend, Independence Day Weekend etc.), then running hyper-targeted ads to relevant audience sets using historical TG data and compset behavior.
Result delivered: 10 hotels across 7 cities, saw an increase of significant revenue from room sales vertical during the campaign period
Farmers buying Tata Wiron wires on Facebook
Problem statement: Numerous farmers and other relevant retail customers who may not have access / knowledge of a nearby dealer / distributor but have need for Wiron retail products.
Solution: State specific lead generation campaign in vernacular. Distributed in bursts for specific products
Result delivered: Aggressive lead generated – A large % showed interest in buying – Significant % of leads completed purchase – Achieved single digit cost per lead.
Pace IIT & Medical’s goal of 0 to 1000 students in 2 years
Problem statement: Famous brand in the west, Pace had no foothold in Kolkata, was battling strong local and national competitors
Solution: Started with a clutter breaking launch campaign and then consistent & strategic 360 degree marketing efforts across Print, OOH, Radio, Digital and on-ground. A 3 pronged strategy worked :
1. Position Pace as a brand that understands local sentiments
2. Build trust through digital content from teachers and counsellors
3. Aggressive PR and CSR strategy that built empathy for the brand through a clutter breaking initiative “Tiyasar Khoj”
Result delivered: In 2 years, we now have 02 centers, and we started from 0 students, now we are 1000 students strong.
Pace’s brief to connect emotionally to a new market
Problem Statement : How can we build trust for a new brand in WB? So much trust that parents can handover the exam preparation to us?
Solution : Creating a live shoot video-led storytelling is always challenging when the budgets are <INR 10L & on top of that getting ample views and gathering enough online crowd for a decent number is an uphill task too. When we met Tiyasa at Pace and got to know her story, we immediately decided to go for a digitally led video content around. Tiyasa’s journey and her quest. An ancillary goal was also to host a hunt for the next set of Tiyasas in the state, in a crowdsourced manner. Get the story in a video manner in order to reach out to a wider audience. Build a microsite to drive the entire conversation and hunt for the next Tiyasa.
Result delivered : Video, microsite, digital media mechanisms, influencer outreach and PR, we made sure not to miss any bus in order to build up a successful campaign. We received 15400+ applications of children looking for scholarships basis their merit.
Agra is more than a day trip says Holiday Inn
Problem statement: Holiday Inn is a family brand, but most families from in-bound cities around Agra come just for a day-trip, they don’t stay overnight
Solution: A simple idea and fact, there’s much to Agra #BeyondTaj. Consistent exercise on social fronts from the brand channels, which is now being picked up by micro-influencers and creating a movement.
Result delivered: Increased interest in Agra as a weekend destination #BeyondTaj picked up by bloggers & influencers for content on Agra