WATConsult, India’s leading and most awarded digital and social media agency, which is now part of the Dentsu Aegis Network, has successfully wrapped up yet another digital campaign for Godrej Appliances. The agency which has been associated with Godrej for more than 5 years, executed this digital campaign for the flagship refrigerator range, NXW Refrigerator.
Godrej Appliances wanted to create awareness about how different foods demand different storage temperatures and highlight that with its NXW range of refrigerators they offer next world ‘Just The Right Temperature’ (JTRT) technology, which allows consumers to customize various temperature zones as per the food they store. The campaign aimed at educating consumers about adopting better food storage habits, highlighting the USP of the product and engaging the target audience to create traction during the campaign.
To create maximum buzz around the same WATConsult launched the activity with the hashtag #FoodKaMoodBadlo. The idea behind this was to instill the thought that different food items are required to be stored at different temperature in order to be at their nutritious best. To do this in engaging manner food items were personified and correct storage temperature was linked to their mood.
The campaign kicked off with a set of teasers that showed how some food items were unhappy in the fridge. This was followed by a video series showcasing conversations between two food items wherein they narrated their adventures and plight inside the fridge when not stored at correct temperature and how their mood is better inside NXW refrigerator. To further illustrate the product’s USP, the campaign utilized the power of Twitter with engaging GIF’s and a web game with interactive banner ads. The animated videos helped in crafting good storytelling for the brand while the web game helped simulate the technology in the NXW refrigerator. This helped the fans in understanding how various modes of NXW’s JTRT technology can help keep different food items happy at the same time.
The entire campaign had engagement rate of 4.16% on Facebook and more than 6% on Twitter which met the industry standards of 3-7%. More than 75 lakh impressions were generated across digital platforms and the web game received 4,000+ game plays, with an average time spent of 3 minutes 14 seconds.
Commenting about the campaign, Ms. Swati Rathi, Head – Marketing, Godrej Appliances said, “The entire digital campaign has received a tremendous response. It allowed us to experiment with gamification and thereby bring alive the product technology in a far more engaging manner.”
Speaking on the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “The team worked on a novel concept to market the product technology of NXW range of Refrigerators and we are glad the campaign was received well by the consumers. We always enjoy working with the Godrej team members. They encourage strategic, innovative thinking and adopt a holistic approach for all the campaigns. We are sure that in the coming months, we will be launching some more exciting campaigns with Godrej.”
WATConsult, which is currently in its 10th year, is now a part of Dentsu Aegis Network and is headquartered in Mumbai with branch offices in Delhi and Bangalore. It has received more than 100 awards and recognitions in the field of social media marketing. These include the prestigious global DMA echo in San Diego, ‘The most progressive digital agency award’ at CMO ASIA Singapore, ‘The social media agency of the year 2014’ at Socialathon Delhi, ‘Boutique Media Agency of the year’ at Media Ace Awards, Mumbai and also the Campaign Agency of the year India (Bronze) at the Campaign Asia Awards.