Asian Paints - Colour Ki Lari

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Transcript of Asian Paints - Colour Ki Lari

Page 1: Asian Paints - Colour Ki Lari
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Facebook Application

Activity date – 1st November 2012 – 23rd November 2012

Asian Paints - Colour Ki Lari

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The Insight

• It is said that Goddess Lakshmi visits the cleanest house first on Diwali

• This is why we all keep our homes fresh, clean and tidy just before Diwali

• Common things people do to welcome the Goddess are- Rangoli’s outside the house- Light a string of Diyas- Do a complete home makeover

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The first name that comes to mind when we think of Home makeovers is Asian Paints

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The Objective

• Apart from nuclear families there are newly married couples and youngsters (staying on rent) who are looking for easy home makeover solutions. How do we catch their attention?

• How do we reinforce the strong brand connect between Diwali and Asian Paints with a younger audience present on Facebook?

• How do we achieve the above without being too direct, technical or salesy.

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The Big Idea

Lari is the most popular fire cracker that comes to mind when you think of Diwali.

Once you light it there is a domino effect. Lots of small firecrackers add up to make a big impact.

The same way in which a message goes viral on Facebook. One user initiates a conversation. His friends join in, followed by the friends friends.

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The Big Idea

Diwali Lari Facebook Lari

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Concept DetailsWe need to be on top of the mind of the Facebook audience who is looking for a home makeover solution.

To keep the concept fun and engaging without sounding too salesy.

To replicate the popular Diwali Lari virtually on Facebook. But with a twist.

How?Each little cylinder shaped firecracker is dedicated to a user.

The little firecrackers are no longer in the traditional red colour. We let the user customize them with- His / Her Name- His / Her Favourite Colour

To make the chain the longest Lari seen / heard we allow users to tag their friends too.

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The Virtual Lari

The virtual lari with names of Facebook fans showcased in their favourite colour

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The Incentive for participation

• Weekly prizes announced for participating in the application

• A grand prize of a home makeover to 1 winner

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How the App works

An interactive landing tab to set the mood.

User has to light the rocket to proceed

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How the App works

Encouraging the user to join the Biggest Lari seen / heard.

Since the number started from a modest 0. Eachparticipant in the chain understands the value of his /her contribution

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How the App works

A simple step by step navigation with great emphasis onAdding Friends and Sharing the concept

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How the App works

An easy interface to add friends and to pick a colour associated to them.

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How the App works

An easy interface to add friends and to pick a colour associated to them.

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How the App works

The Colour Ki Lari in Action

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How the App works

The Colour Ki Lari in Action

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How the App works

A simple Diwali greeting & an ability to - Add more friends - View the leader board.

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How the App works

The Leader Board

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20,000 people were a part of the Lari and lit it too.

The Big Impact

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18,300 people viewed the application more than once.

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65,000 people were tagged by 20,000 who participated.

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13,00,000 people on Facebook were exposed to the Colour Ki Lari

Facebook Application and the message from Asian paints

Assumption65,000 users tagged. Each of them has 200 friends. 10% of these friends were exposed to the message in their news feed

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4,255 new fans joined the page organically contributing to 7% growth.

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Appreciation from Fans

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And lots of conversations

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Be a part of the longest Lari ever seen

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