Summary
Multiple news channels with multiple news anchors were actually using and propagating our product. Our innovations went over 25 websites with multiple languages and partnership with Gaana.com drove huge engagements. We catered to large consumer base and demonstrated product usage via Inshorts and established sanitizing reminder connection through YouTube ads. Location based targeting that quickly went viral since people were trying to know their nearest unsafe area were all exposed to our communication.
Challenge
Asian Paints yet again came up with a new product to support the customer needs. They launched Asian Paints Sanitizers to protect everyone from deadly corona-virus and help the consumers keep themselves & their family safe. The goal was to create awareness in an already cluttered yet in a huge demand sanitizer category and secure "Ghar ka Pehredaar" position in consumers' minds.
Objective
Category was already much cluttered and we had to break through the clutter and stand out. Since most of our innovations were new to the industry, there were a lot of approvals that went in. For example, location based targeting and serving the nearest unsafe area to the customer was too challenging since it had to constantly update and serve only the correct information. Touch based innovation and interactive magazine was another challenge. A lot of iteration went in before taking it live.
Strategy
Since the pandemic, the consumers were concerned and they were actively looking for all the measures to keep themselves and their family safe. Sanitizer as a category had an instant boom in terms of demand and there were many local players also who surfaced very quickly to cater to the demand but the consumer sentiments were unsettled and just catering to the demand was not enough, the assurance of the product was of utmost importance. Research indicated, since the corona-virus outbreak, people are constantly consuming content related to Covid19/Corona-virus. We decided to capture their anxious minds and offer a sense of harmony
Data
We were present on TV and Digital at the time when the consumers were most receptive. Our innovations were clutter breaking since they were never done before and engaging – Gaana.com where ad led to our communication and coupon code named Viroprotek leading to consumers subscribing for Gaana.com for free, Inshorts interactive magazine displaying different usage of product, YouTube skip button ad reminding to sanitize, Location based targeting and communication to check nearby unsafe area, touch based targeting and communication that illustrated Viroprotek being the guardian. All innovations led to the final communication of Viroprotek being the "Pehredaar" and thus building confidence in consumers' minds.
Solution
We partnered with one of the largest news network – Network18 on TV where the news anchors used Viroprotek to sanitize their hands and educate people to take safety measures thus instigating confidence in our product. TN was one of the most affected markets by Covid19 and hence the last one to come up with original programming on GEC. We partnered with the market leader Sun TV and announced the return of original shows where the lead protagonist explained audience how Viroprotek is keeping them safe by being their "Pehredaar". We partnered with Gaana.com and creatively communicated to get the consumers attention – "Viroprotek kills 99% germs but did you know it also kills 100% ads on Gaana.com, Say yes to know more" thereby engaging the consumers. In communication we also gave coupon code "Viroprotek" for consumers to subscribe Gaana.com for free We were also "Website ka Pehredaar" where we innovatively exposed the germs on the mobile screen where we touch and displayed how Viroprotek instantly kills them followed by our communication. We did location based targeting on websites and revealed the consumer's nearest unsafe area followed by communication to stay safe by using Viroprotek as their "Pehredaar" We partnered with Inshorts and created a unique interactive magazine that would help understand various usage of sanitizer products in home We also did YouTube Skip button innovation where we sanitized the skip button for consumers to be able to click it thus establishing connection and reminding the "Pehredaar" Viroprotek.
Results
Campaign amassed an astonishing 316Mn+ Impressions and reached 75Mn+ audience We made ad engagement rewarding by converting the Youtube skip button into our brand asset We did not just push the product but assisted the consumers to stay safe during these tough times through reminders and regular updates Campaign helped generate 20k+ organic brand searches on Google Product was sold out across markets within days of being available
