Settling the debate once and for all – “AC Badhau Ya Ghatau?”
Objective:
To promote our summer exchange offer and increase sales for ACs by becoming the best destination for AC purchases.
Insight:
There has always been confusion about whether “AC badhane ka matlab temperature badhana ya ghatana hota hai?”
Creative Solution:
To ignite a debate on “AC badhane ka matlab kya hai?” and tackle the confusion around adjusting AC settings that drive engagement and provide a solution through a creative approach.
Strategy & Execution:
We kickstarted by prompting the audience to define ‘AC badhana’. Influencers then conducted nationwide Vox Pop interviews to gather public opinions. Capitalizing on this buzz, we released a viral rap video to give the ultimate answer.
Further engaging activities included meme contests and voucher giveaways, solidifying Croma’s status as the go-to AC destination. This integrated approach helped us boost engagement and seamlessly integrate our exchange offer communication.
Impact (Result):
The campaign reached a total of 19.07M people with an engagement rate of 3.26%.
Our main piece (Rap video) garnered over 5.26M views.