Summary
ITC JUGANBANDI- Fusion of Food and Music - Music and food connect with the people instantly. ITC leveraged this space of entertainment when people were stuck home during covid to create a fusion of Food & Music - A live commerce virtual party was created in an innovative way. When the viewers were at their peak of enjoyment, they were incentivized for an instant purchase of ITC products within a live-commerce screen to re-create.
Challenge
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Objective
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Strategy
To re-active the registered store users and influence people who already had an affinity towards ITC platforms, the brand wanted to come up with an idea that cracked this space. - Thus came the idea of conducting a live commerce event. The goal was to encourage as much interaction with the consumers as possible. - As social media and other mediums were cluttered, ITC wanted to pick a route that was path breaking and efficient. - So, ITC made use of its rich customer database to communicate the campaign message via Google RCS SMS. - A musical concert was arranged with live voting for singers from the audience who were mentored by like Kunal Ganjawal. - Simultaneously ITC Hotel Chefs cooked culinary masterpieces with ITC products. - Music & food enthusiasts were targeted who were in the serving areas of ITC stores. - With this right messaging & right targeting the event witnessed huge success. When the audience were allured by the mouthwatering dishes prepared & reviewed live by Kunal & Gaurav, they were highly motivated to recreate the same. - At this point they were incentivized for instant purchase of ITC product ingredients within a live commerce screen.
Data
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Solution
ITC wanted to create a space wherein we could interact with the audience in real time, create awareness about the store and products and influence them to make purchases from ITC stores. - Hence, the idea of a live commerce came. But the magical part about the campaign is the medium used to amplify the message. - To communicate the campaign message ITC used RCS SMS as a medium. - Based on the rich data collected from ITC databases, ITC targeted specific users from specific cohorts where ITC stores are present. - Through, Google RCS SMS ITC shared rich media messages in image and visual formats to create impact. - Video snippets with information about the exciting guest line up such as Singer Kunal Ganjawala and ITC Hotel Executive Chef Gaurav Singh created curiosity and interest among the TG.
Results
The results are: Impression: 20,22, 545 Live unique views for 3hours duration event: 21000+ Engagement: 19000+ Media Spend: 5 lakhs
