Summary
After a month when we launched this campaign, there was an increase in the inbound inquiries on our Tollfree and messages on WhatsApp. Interestingly, people wanted to understand and get educated how the windows can insulate their homes from outside elements. They asked more about the technical specs of the product. This engagement lead to and increase in our lead acquisition by more than 40%
Challenge
The window category is a low involvement category, where people still do not relate Windows and Doors as a main insulator to outside dust, noise and rain water. Even maintaining indoor room temperatures is still untold. Hence, the challenge was to educate people with this category and its benefits.
Objective
The Objective of the campaign is to educate the consumers on the benefits that right windows can bring to their homes. Using this we were targeting to increase our inquiries and also our lead acquisition by 25%.
Strategy
In the September 2020, we released a newspaper print that says, "Keep the Outside Outside, Forever". This was just a teaser. In October, we launched a new brand film with a title as, "Sirf 2 Din Ke Liye (Just for 2 days)" under this campaign. Soon after, we opened full throttle in social, Email marketing and ATL/BTL activities.
Data
Following were the data we referred to: - Market research (From outsourced vendor) - Social Media survey forms - Dealer Partner Showroom feedback forms
Solution
For this campaign we took 2 approach, one was the print and second was the brand film. In print we established that whatever is inside the window stays unaffected with outside atmosphere like, pollution & dust, rain and noise. In the brand film we imbibed a very common yet humorous character as Sharmaji, who is not willing to leave his house for more than 2 days, due to the fear of dust. The story captures the concern of every home owner, who is concerned of dusty house when they return from the trip.
Results
- 4 Mil views in Inshorts - 2.2 Mil views in Facebook - 4L Views in Youtube
