Gozoop Assigment-RACHEL D’COSTA

Baskin Robbins

Objective-

• Engage the corporates

• Drive footfalls to the store

Umbrella Theme

• UMBRELLA IDEA: Taste the Colour Drama

• Rationale: Baskin has loads of flavours and each flavour has a unique colour and taste. We play on the product rather than the emotion only. Currently it is Happiness (Same as Vadilal- happinezz). That's kind of boring. So we showcase the product which is in itself a huge differentiating factor. No other brand has so many unique and quirky flavours. We are playing on 2 great points - Colour and Taste

Engagement for Corporates

• Baskin Robbins has already higher sales from its corporate clients and institutions.

• They can organise on-ground activities and events for corporates with the theme ‘Taste The Colour Drama’ where they would them a new dining experience along with a corporate dessert menu by Baskin Robbins.

• This activity can be promoted on various social media platforms while it is being executed (Twitter- # Marketing) and after the event is done (Facebook)

Engagement for Corporates

• For Fun at Office:

• BASKIN KA BAKASUR Day

• One day in the week, one person is nominated by the office team as "Baskin-Ka-Bakaasur". Basically someone who hogs Baskin ice creams like mad.

• One winner per week gets more ice cream.

• For All Treats:

• DRAMATIC TREATS

• A reason to win, A reason to share, A reason to celebrate.

• Sometimes, no need for reasoning, macha! (Like people open a box of donuts, this is a pack of ice cream scoops)

New Packaging can be introduced for take-away of this kind. It requires someone to find the closest Baskin so ice cream does not melt.

Umbrella Campaign for Increasing Interactions

We have already introduced the contest/engagement posts -

• 1. SCOOP-A-SELFIE

• 2. SERIOUS SCOOP

• 3. SCOOP-MATCH

Now we go further.Baskin has tons of flavours. But nobody really knows all of them. Also, those who know the flavours, don't know the story behind them. And people also do not know the classic ones / the new ones / the ones only available in India, etc. Hence, every day we introduce one FLAVOR.

• 4. NAMASKAR! (Flavour Introduction)

Start involving Hindi somewhere in the copy / content. This helps Baskin to create a stronger connect. They have a superior product range, superior ambience compared to other chains. Hence now one or two words used will make a huge difference.

To increase footfalls, we encourage USER GENERATED CONTENT (FB Posts) & Tweets)

SCOOP-A-SELFIE

Buy ice cream, post a unique quirky selfie with the scoop on to INSTAGRAM. 1 person per day per outlet wins free ice cream.

SERIOUS-SCOOP

Buy an ice cream between 12noon-2pm (Dessert after lunch) or 10pm-12midnight (dessert after dinner) and post a picture of your scoop on Instagram or Twitter. 1 person per day per outlet wins free ice cream. 1 winner during lunchtime, 1 winner during dinnertime.

SCOOP-MATCH

Match the colour of your scoop with your clothes / walls / furniture / bags etc (something that is yours). Best matches win free ice cream everyday.

4. NAMASKAR! (Flavour Introductions)

For content open a link to any flavour and use that content.

Rationale:

Baskin has tons of flavours. But nobody really knows all of them.

Also, those who know the flavours, don't know the story behind them.

And people also do not know the classic ones / the new ones / the ones only available in India, etc.

Hence, every day we introduce one FLAVOR.

To increase footfalls, we encourage USER GENERATED CONTENT (FB Posts) & Tweets)

Corporate Campaign "Taste the Colour Drama" extended to the Office. (FB posts &Tweets)

For Teamwork:

#TeamOfColorfulTastes

• We're each different, but always together.

For Office Stress:

#TasteTheCalmComfort

• Long stressful days need a cuppa at the end. A cuppa comfort.

For Winning:

#TasteTheColoursOfSuccess

• Win hearts and minds. Not just battles.

#TheFrootiLife Campaign Summary

• ‘The Frooti Life’ was launched across print, television, digital and social media.

• The new tvc stars Shah Rukh Khan as the brand ambassador, but that’s not all. They also have a short animation with characters like the miniature Gulliver characters before he enters.

• The film starts with the miniature characters stumbling upon a giant mango in the desert. They try to move the mango by tying it to an elephant, a car and more but find that no amount of force will make it budge. They then realize it’s only the power of their collective voice which magically lifts the mango and bursts into the new Frooti bottle. Crazy lyrics go like ‘aam suckita-lickita-enjoyita’. At the end we see SRK picking up the same Frooti bottle from his shopping bag, which is where all this was happening.

#TheFrootiLife –Cons

• The TVC leads viewers to a cheerful microsite called ‘The Frooti Life‘ http://thefrootilife.com/

• Social media timelines created all the buzz about the new Frooti. A Promoted Trend ‘#TheFrootiLife’ was run on the day of the TVC launch.

• Social buzz was created by the Twitter handle.

• Frooti asked people on Twitter to tell them about a friend who’s having a bad day, and promised to cheer that person up with a taste of the new #TheFrootiLife. It replied with interesting little gifs.

#TheFrootiLife The Missing Piece –Pros

• There is some great work there for the brand on various platforms.

• But somehow people did not know it is a 'rebranding' of the original mango drink.

• There was no backstory.

• There was no story-telling about how it reached here. Hence not many people really got engaged. They felt it was just another campaign of the brand.

• Even if there was a teaser campaign, it would have done wonders.

• SRK was used minimally in the Ads.

• But he could have been used more on social channels. Frooti with his kids, or just him, etc.

• He is an extremely witty and fun guy and could have really upped the happiness quotient of this campaign.