Summary
Asian Paints intended to spark positivity in a post-lockdown world and encourage consumers to give their homes a fresh look by repainting their walls. This was especially pertinent as consumers now spent more time indoors than ever before and were looking for ways to enliven their surroundings. Additionally, Asian Paints saw an untapped opportunity to help small and medium-scale enterprises (SMEs) grow during tough times.
Challenge
With over 75 years of innovation in paint, Asian Paints is India's largest and Asia's third-largest paints organization. The company is not only focused on the business of manufacturing, selling, and distribution of paints, coatings, but also boasts of products related to home decor, bath fittings, and other home-related services. 1.4 Billion Population, 15 Million Retail Shops
Objective
With 60,000+ Paint Stores in India . But with advent of Covid 19, everything came to a halt. 60,000 Paint Dealers too were fighting for Survival. We had to generate business for our dealer family. But without seeming it to be a CSR initiative and with very limited budgets
Strategy
Post Relaxation, Observed 340% Growth in ‘Near Me' searches on Google Near ME started going high And ‘What is Open' going down An Era, where Consumers stepped out only to buy essentials And were reluctant to travel far to buy anything We Changed the Dynamics of the Retail Business Instead of Consumers Going to Retailers We Brought AP Dealers Near to Consumers, Basis the Insight of ‘Near Me' We started with Mapping Dealer Locations with Google Maps
Data
Asian Paints intended to spark positivity in a post-lockdown world and encourage consumers to give their homes a fresh look by repainting their walls. This was especially pertinent as consumers now spent more time indoors than ever before and were looking for ways to enliven their surroundings. Additionally, Asian Paints saw an untapped opportunity to help small and medium-scale enterprises (SMEs) grow during tough times. India is home to a burgeoning ecosystem of SMEs and Asian Paints is a strong believer in empowering these organizations to unlock their true potential. But how could the brand design an innovative experience that helped Indians reimagine the interiors of their all-in-one homes, workspaces, and abodes and discover Asian Paints at their nearest neighborhood stores, right from the comforts of their home?
Solution
We delivered a mobile-first campaign that helped Asian Paints reach audiences meaningfully, connecting them to local stores. By driving an increase in footfalls, Asian Paints fulfilled the underlying purpose of enabling SMEs across India to thrive." To promote this initiative Asian Paints leveraged the tech Commerce solution to design an engaging and impactful experience. we crafted a rich media full-screen interactive ad unit with a message focused on why consumers should paint their walls with the luxurious products offered by Royale which comes with a Teflon surface protector. The interactive ad delivered the core message using the most engaging format: mobile video. The brand leveraged digital Audiences, to reach out to niche audiences who would be most interested in the product. They achieved this by reaching out to those who owned smartphones priced above INR 20,000 across India. To connect potential customers with neighborhood dealers, the brand deployed custom location polygons that spanned a network of over 800 Asian Paints Colour World Stores across India. These polygons enabled the tracking of footfall and attribution of the footfall to the mobile ads. Perfection with a Trifecta The key focus of the campaign was to create an engaging ad that would drive users to take action and as a result, connect them with SMEs. To meet this purpose, the immersive full-screen ad unit showcased a video ad in the first section of the screen, while the second section of the screen was integrated with a map to help users find dealers within the vicinity of 2 km; the store finder was enabled upon a tap on the ad. The last section of the ad had two CTAs; 1. Nearest Dealer, which displays the distance between the user's current location and the nearest dealer store, and 2. Call Now,
Results
800 Stores geo-fenced 14595 footfalls driven in just 20 days 2x Engagement delivered through the mobile-first experience* *Engagement compared to eMarketer CTR benchmarks
