Categories Name : South Awards For Communication
Sub-Category : Best use of Integrated Marketing - Food & Beverages
Entry Name (Campaign) : BLACK DOG : SAVOUR THE PAUSE - VIA EASY EVENINGS
Title: Black Dog Easy Evenings: Revitalizing Cultural Experiences with "Savour the Pause" Audience: Targeting SEC A LDA-40 years old in Metro cities and key tier 1 cities, focusing on urban millennials and young professionals seeking entertainment and relaxation through cultural experiences like comedy shows. Communication/Marketing Goal: To enhance spontaneity and recruit consumers through extensive reach and engagement platforms, promoting Black Dog Easy Evenings in key markets via 360-degree activation. The aim was to position Black Dog as a premium brand offering top-tier entertainment experiences that resonate with the target audience. Innovative Solution: Understanding the audience's desire for relaxation and cultural enrichment, the strategy focused on boosting ticket sales and brand engagement. This involved targeted social media ads, Paytm Insider for ticket sales, WhatsApp messaging, and out-of-home advertising in high footfall areas, ensuring maximum reach and resonance across channels. Engaging Creativity and Amplification: Dynamic optimization of creatives based on markets and featured stand-up comedians across platforms kept Easy Evenings top of mind. Compelling ads and messages resonated with the audience's entertainment and relaxation needs, leading them to book tickets on Paytm. Print and OOH ads further amplified awareness in local markets. Effectiveness: The media activity resulted in selling 60% of tickets across multiple cities, showcasing the strategy's effectiveness in maximizing investment value and generating tangible marketplace results, reinforcing Black Dog's position