Ezycolour is a colour consultation and painting service by Asian Paints with a dedicated service number ‘80504 80504’. The brief was to etch this number in to the minds of our consumer’s every time they thought of home painting. This service allows a consumer to not only make choices in terms of home decor but also eradicate hassle from the process of painting.
Our objective was to make this number synonymous to colour consultation and painting, every time the consumers thought about painting their house.
Firstly, as the objective is to achieve strong recall for the Ezycolour colour consultation phone number, the strategy was to allow the consumers to dial the number in order to memorize it on their most preferred media’s such as television, mobile and desktop. Picking from the insight that visuals have a stronger recall, we communicated the availability of this service via our innovative magazine ad in ‘Meri Saheli’, targeting women, who are the primary decision makers when it comes to home transformations. As television is also a doorway to home decor inspiration, we partnered with Tata Sky D2H service to create a unique solution of dialling the Ezycolour number right from the remote control and view home transformation on their TV screens. To establish the on-call service, we had to make people dial it. As mobile is the first screen of communication, we targeted rich media banners to our unique set of consumers and allowed them to not only dial the number to view home transformation but also directed them to the colour expert with just a click.
Total number of calls: 2,50,000 +
Unique calls: 1,30,000+
Total calls received during the innovative Print Ad: 30,000
Total calls received during digital banner innovation: 5000+
Total calls received during Tata Sky innovation: 15,000 +
Total calls received during radio spots: 2000+
IAMAI: Marketing on Mobile: Silver Maddies : Brand Recall: Bronze Maddies: Cross media integration: Silver