Summary
Fevicol Unni Da Bees Campaign - Engagement with the brand was necessary to make the TG understand the importance of "Sirf Fevicol Lagaye". Facebook and Instagram was used innovatively to gain higher awareness among the masses. Interactive ads were used effectively so that audience could engage with the content.
Challenge
The Target Audience was Male oriented, so it was of utmost importance that we catch their attention by finding a platform where they would be absolutely glued. The answer to this was Cricket. Another challenge was to provide innovative and engaging creatives, something that would make people click and engage with the ad. For higher reach using long videos smart choice of platforms was necessary.
Objective
Fevicol, been present in the market for over 60 years and being the category creator and leader, yet there were certain markets where the brand share was low. The brand insight was that people prefer local adhesive while making furniture. Thus to reach audience innovatively and increase awareness, the brand created film focusing on how Fevicol should be the go to choice while making furniture and must definitely do away with the "unnis bees ka fark" attitude. An idiom used for "anything is fine
Strategy
OTT platforms were chosen as the audience is completely engaged and cannot skip the ads for 30 seconds as well. The Long edits were shown during India vs England Live Cricket on SonyLiv, which gained a high completion rate. We reached our TG at the desired frequency, we used media vehicles such that audiences can engage with the message
Data
The objective of the campaign was to reach to maximum number of male users and to educate them that there is no slight difference between Fevicol and local glue. As per the Redseer Jan 2021 report there was a 13% growth in monthly video consumption as compared to Jan'20 with sports & new releases being the most watched format. The strategy panned out to use the biggest sports of the country - Cricket. As the OTT platforms like Hotstar & Sony Liv have a huge reach in the areas which we wanted to target we chose them as the right platform to reach our audience along with other Social media platforms.
Solution
We used multiple features of the phone so that the audience can view engage with it at the same time. Motion sensors of the phone were used. The brand message pauses midway and the user is prompted to shake his phone, to see what happens if people don't use Fevicol while making furniture. Not only this, we even used the Speech recognition technology, where the user was prompted to say Yes or No on his phone, to see what happens in the brand video, if Fevicol is not used while making furniture. Regional language like Kannada and Telugu were used as our TG was targeted in regional markets.
Results
Smarter choice of Video OTT Platforms led to more than 90% completion rate for 60, 45sec video. Catching the Male TG's attention on Live Cricket thereby achieving a completion rate, which is almost 2X more, as compared to platform benchmark. Users spent over 10 seconds on an average engaging with the interactive ads. Achieved 36 Lac Impressions, & 21K Engagements, by using Interactive Mobile Ads, Speech Recognition Technology & Powerful Motion Sensors.
