Background
Asian Paints, India’s number one player in the paint industry,
wanted to stimulate a deeper emotional connection for customers with
different paint colours. Using mobile interactivity as an integral part of the
creative for the nationwide television campaign helped achieve this.
Objective
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Building of the Asian Paints brands
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Position paint and colour as an integral part of the consumers’ life
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Give consumers a convenient and instant medium to interact with the brand
Solution
A SMS based contest element was added to the television campaign
creative. Consumers were asked the question “What is the color of
love?”; they where then asked to SMS Red, Blue or Yellow to the
short code 3636 to participate in the contest.
Results
Over an 8 week period the campaign generated over 9000 SMS responses.
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