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8/14/2019 Kingfisher Goodtimes Campaign
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Campaign Objective
• To create brand connect with the target audience during
Premier League 2009
• To communicate the message that Kingfisher is a Goodtim
of 5 teams namely, Deccan Chargers, Delhi Dare DeChallengers, Mumbai Indians and Rajasthan Royals
• Target age group: 18 to 30 years
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Campaign execution
• Campaign was carried out across many popular yout
around the country
Snapshot of Mumba
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•
The campaign was carried out in two phases. First thphoto upload contest and then a Kingfisher contest relalocal IPL team
• As Kingfisher was part of 5 teams as their GOODTIMES pasked users to upload their Goodtimes photos from their
• The word ‘Goodtimes ’ was used extensively to representas it’s popularly known as ‘Kingfisher, king of Goodtimes
• All users were educated about the activity by the poster
promotions in digital screens, mobile alerts etc
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• Users could either click a picture from their mobile
upload a photograph from their mobile archive
• At the end of the activity, lucky winners were se
presented with Kingfisher team merchandise like Team
caps, calendars, accessories etc.
• In the second phase we carried out a Kingfisher conte
people received a mobile contest form with questions
their local team and Kingfisher. E.g. ‘Who is the GoodtimesMumbai Indians ?’
• Lucky winners with correct answers would receive gif
merchandise etc
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Challenges• We could not promote the brand directly since Ki
associated with Beer
• We decided to focus on “GOODTIMES”, as the brand KINpopularly known as the KING OF GOODTIMES!
• To make the process very simple for the users we came
idea of uploading the photographs directly from their contest via mobile form
• To break the myth that users won’t be receptive
engagement ideas like photo upload, contests over minitiated
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RESULTS
817Total number of photo uploads
1036
Total number of responses forthe Contest
More than TWO LAKH dowTotal downloads of contest
forms
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Content Breakdown
Photo upload – 18th April t
KF Contest – 5th May to 2
Content wise Details
8664 13849
38271
3827135449
35033
32206 Pho
KF C
Wal
Wal
RingRing
Ring
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PhonePhone wise Details
N
S
O
H
S
M
L
F
N
S
T
P
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Campaign Success• The campaign saw the viral element at its best. The e
levels were high as there was more call to action
• The target audience has once again reiterated the fa
chances of them responding to brand advertisements are
it comes to mobile advertising
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• Some Photos uploaded by users.
User participation
Please find the complete upload dump @ http://www.blufimedia.com/p
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Prize Distribution
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• Website: www.telibrahma.com
• E-mail: [email protected]
• Blog: www.telibrahmaindia.blogspot.com• Slideshare: www.slideshare.net/blufi
• Twitter: www.twitter.com/telibrahma
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