PIDILITE

Leakproof Fielder of the Day

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Brief:

With the aim to make India Leakproof, Dr Fixit constantly provides us expertise on waterproofing. We wanted to educate about the benefits of waterproofing to the masses to increase brand awareness and visibility.

Objective:

With iconic superstar Big B, we wanted to amplify the campaign beyond the TV boundaries through innovation and personal connect. Since Cricket binds the nation with one single thread, and the entire country was gripped in the world cup fever, we thought T20 World Cup would be the right opportunity for us to leverage upon. To boost TOMA and build association, we wanted to create a property which had instant connect with the audience. Radio was the cost effective medium to do so. Dr. Fixit Leakproof characteristics transferred from the walls of the house to the lush green cricket fields.

Execution:

We explored situations where leakages are frustrating. As fielding is the one of the most important skills, leaking runs via misfielding can be very frustrating. The idea was to celebrate the player who saved maximum runs and was most leakproof, earning the title “Dr. Fixit Leakproof fielder of the day”. Metro consumers are often hard pressed for time and hence we chose Radio to reach out to the listeners at high frequency and active engagement. Radio being a medium for constant new messaging was used innovatively and humorously by riding on the popularity of top radio stations where interesting and engaging capsules were created to acknowledge the best fielder. We partnered with three leading stations –Big FM, Radio Mirchi and AIR to pan out to the entire country. Through these associations, we reached out to 4 metros, over 60 cities and having exposure to 18.5 Mn listeners.

RESULTS

Through these associations, we reached out to 4 metros, over 60 cities and having exposure to 18.5 Mn listeners. The Brand Sales grew by 10% this year. Call Leads increased by 15%.

Big FM: 10000+ sec of branded content, Live RJ Mention, Hourly Match Updates, Time Checks.
Radio Mirchi: 8000+ sec of branded content, Live RJ Mentions, Morning and Evening Break bumpers received over 200+ SMS.

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