Categories Name : Channel/Media Strategy

Sub-Category : Best Consumer Experience O2O

Entry Name (Campaign) : 'Out of the Box' campaign_Asian Paints x Madison World x Amazon Ads

Results

This innovative campaign involves transforming Amazon’s delivery boxes into unique branded packaging with an experiential component to engage customers. Asian Paints is amongst the 1st few advertisers in India to have explored this innovative brand collaboration. Amazon was able to deliver the branded boxes to customers with Asian Paint Ultima Protek protection lamination branding which was in line with how the exterior paint brand protects houses from harsh weather conditions, thus bringing to life the key brand message while consumers received their packages and opened them. The DIY activity amplified intrigue and engagement, proven by the social media participation and the impact on mind measures the campaign was able to drive(measured by a Brand Lift study). Results:- • 2 Lac+ India households reached with min. 8 Lac+ customers engaged • Reached to households in Delhi, Kolkata and Lucknow by the most efficient fulfillment centers supply chain manual management to deliver the packages in ~40 days • A Brand Lift study was conducted to understand impact on mind measures for the brand and also the impact of the sketching activity. The study suggested a 4% uplift in brand awareness for Ultima Protek amongst the exposed audiences vs the control set which is significant given the high baseline awareness scores for the brand(it being the market leader), with 80% correct message association. The Sketching activity was also found to be exciting with ~61% finding the activity engaging.(details on metrics mentioned in the Campaign metrics table). • The audiences reached were relatively affluent: 47% were Amazon Prime subscribers and the value of the products they ordered was 18% higher than the avg. for amazon orders. • We were able to garner extensive PR around the activity with the article getting covered in 20+ online and offline trade/digital/business publications (articles published across digital channels like financial express, E4M, Adgully, Afaqs; offline Print media like Dainik Bhaskar, metro India, DNA, The Statesman etc. and organic posts of delighted users across LinkedIn, Instagram etc.).