KINGFISHER GOODTIMES

CAMPAIGN
Client: UB Group, Kingfisher
Campaign Period: 18th April-24th May, 2009
Locations: Bangalore, Mumbai, Jaipur, Hyderabad, Delhi
Campaign Objective
• To create brand connect with the target audience during the Indian
Premier League 2009

• To communicate the message that Kingfisher is a Goodtimes partner

of 5 teams namely, Deccan Chargers, Delhi Dare Devils, Royal
Challengers, Mumbai Indians and Rajasthan Royals

• Target age group: 18 to 30 years

Campaign execution
• Campaign was carried out across many popular youth hangouts
around the country

Snapshot of Mumbai creative

• The campaign was carried out in two phases. First there was a
photo upload contest and then a Kingfisher contest related to the
local IPL team

• As Kingfisher was part of 5 teams as their GOODTIMES partner, we

asked users to upload their Goodtimes photos from their mobile

• The word ‘Goodtimes’ was used extensively to represent Kingfisher,

as it’s popularly known as ‘Kingfisher, king of Goodtimes

• All users were educated about the activity by the posters, stickers,
promotions in digital screens, mobile alerts etc
• Users could either click a picture from their mobile or directly
upload a photograph from their mobile archive
• At the end of the activity, lucky winners were selected and
presented with Kingfisher team merchandise like Team T-shirts,
caps, calendars, accessories etc.
• In the second phase we carried out a Kingfisher contest wherein
people received a mobile contest form with questions regarding
their local team and Kingfisher. E.g. ‘Who is the Goodtimes partner of
Mumbai Indians?’
• Lucky winners with correct answers would receive gift hampers,
merchandise etc
Challenges
• We could not promote the brand directly since Kingfisher is
associated with Beer
• We decided to focus on “GOODTIMES”, as the brand KINGFISHER is
popularly known as the KING OF GOODTIMES!
• To make the process very simple for the users we came up with the
idea of uploading the photographs directly from their mobile and
contest via mobile form
• To break the myth that users won’t be receptive to mobile
engagement ideas like photo upload, contests over mobile were
initiated
RESULTS

Total downloads of contest More than TWO LAKH downloads

forms

Total number of responses for 1036

the Contest

Total number of photo uploads 817

Download Statistics
• City Wise
Downloads for Kingfisher Campaign

50361
63083
Bangalore
Mumbai
Hyderabad
Jaipur
8609
Delhi
27405
52285
Content Breakdown
Content wise Details

32206 8664 13849 Photoupload Contest

KF Contest
38271
35033 Wall Paper 1
Wall Paper 2
Ring Tone 1
Ring Tone 2
35449 38271 Ring Tone 3

Photo upload – 18th April to 4th May

KF Contest – 5th May to 24th May
Phone
Phone wise Details
Nokia
Sony Ericsson
Others
HTC
Samsung
Motorola
LG
FLY
Nokia Smartphone
Sharp
Toshiba
Palm
Campaign Success
• The campaign saw the viral element at its best. The engagement
levels were high as there was more call to action
• The target audience has once again reiterated the fact that the
chances of them responding to brand advertisements are high when
it comes to mobile advertising
Please find the complete upload dump @ http://www.blufimedia.com/photos/

User participation
• Some Photos uploaded by users.
Prize Distribution
 IDEA
To make customers relate themselves
With Kingfisher Goodtimes

CORE
OBJECTIVE
To communicate
the
message
that Kingfisher is a
Goodtimes partner
MEDIA

CREATIVE
Blufi infrastructure used to

reach the Target Group at

Interactive contest forms Barista, Café Coffeeday,

Photo upload Nandhini restaurants etc

Contents were customized
to different mobiles.
• Website: www.telibrahma.com
• E-mail: info@telibrahma.com
• Blog: www.telibrahmaindia.blogspot.com
• Slideshare: www.slideshare.net/blufi
• Twitter: www.twitter.com/telibrahma
 CASESTUDI
ES

Di
scl
aimer
:Thi
scasestudyi
sfori
nfor
mat
ionalpur
poseonl
yandf
oranydet
ail
scont
act
:
manoj
.kandasamy@t
eli
brahma.
com