KINGFISHER GOODTIMES CAMPAIGN

Client: UB Group, Kingfisher

Campaign Period: 18th April-24th May, 2009

Locations: Bangalore, Mumbai, Jaipur, Hyderabad, Delhi

Campaign Objective

• To create brand connect with the target audience during the Indian Premier League 2009

• To communicate the message that Kingfisher is a Goodtimes partner of 5 teams namely, Deccan Chargers, Delhi Dare Devils, Royal Challengers, Mumbai Indians and Rajasthan Royals

• Target age group: 18 to 30 years

Campaign execution

• Campaign was carried out across many popular youth hangouts around the country

Snapshot of Mumbai creative

The campaign was carried out in two phases. First there was a photo upload contest and then a Kingfisher contest related to the local IPL team

• As Kingfisher was part of 5 teams as their GOODTIMES partner, we asked users to upload their Goodtimes photos from their mobile

• The word ‘Goodtimes’ was used extensively to represent Kingfisher, as it’s popularly known as ‘Kingfisher, king of Goodtimes

• All users were educated about the activity by the posters, stickers, promotions in digital screens, mobile alerts etc

• Users could either click a picture from their mobile or directly upload a photograph from their mobile archive

• At the end of the activity, lucky winners were selected and presented with Kingfisher team merchandise like Team T-shirts, caps, calendars, accessories etc.

• In the second phase we carried out a Kingfisher contest wherein people received a mobile contest form with questions regarding their local team and Kingfisher. E.g. ‘Who is the Goodtimes partner of Mumbai Indians?’

• Lucky winners with correct answers would receive gift hampers, merchandise etc

Challenges• We could not promote the brand directly since

Kingfisher is associated with Beer• We decided to focus on “GOODTIMES”, as the

brand KINGFISHER is popularly known as the KING OF GOODTIMES!

• To make the process very simple for the users we came up with the idea of uploading the photographs directly from their mobile and contest via mobile form

• To break the myth that users won’t be receptive to mobile engagement ideas like photo upload, contests over mobile were initiated

RESULTS

Total downloads of contest forms

More than TWO LAKH downloads

Total number of responses for the Contest

1036

Total number of photo uploads

817

Download Statistics• City Wise

Downloads for Kingfisher Campaign

63083

5228527405

8609

50361

Bangalore

Mumbai

Hyderabad

Jaipur

Delhi

Content Breakdown

Photo upload – 18th April to 4th May

KF Contest – 5th May to 24th May

Content wise Details

8664 13849

38271

3827135449

35033

32206 Photoupload Contest

KF Contest

Wall Paper 1

Wall Paper 2

Ring Tone 1

Ring Tone 2

Ring Tone 3

PhonePhone wise Details

Nokia

Sony Ericsson

Others

HTC

Samsung

Motorola

LG

FLY

Nokia Smartphone

Sharp

Toshiba

Palm

Campaign Success• The campaign saw the viral element at its

best. The engagement levels were high as there was more call to action

• The target audience has once again reiterated the fact that the chances of them responding to brand advertisements are high when it comes to mobile advertising

• Some Photos uploaded by users.

User participationPlease find the complete upload dump @ http://www.blufimedia.com/photos/

Prize Distribution

IDEATo make customers relate themselves

With Kingfisher Goodtimes

CORE OBJECTIVE

To communicate the

message that Kingfisher is

a Goodtimes

partner

CREATIVE

Interactive contest formsPhoto upload

MEDIA

Blufi infrastructure used to reach the Target Group at Barista, Café Coffeeday, Nandhini restaurants etc

Contents were customized to different mobiles.

Website: www.telibrahma.comBlog:

www.telibrahmaindia.blogspot.comSlideshare: www.slideshare.net/blufiTwitter: @telibrahma