Fuel campaign performance with laser-focused targeting
A name synonymous with beer in India, Kingfisher stands for excitement, youth, and camaraderie. Their largest-selling beer in India, commands a significant market share* in the country with every alternate bottle of beer sold in India being a Kingfisher brand. Kingfisher is available in 60+ countries across the globe. Over the years, the Kingfisher family has expanded to include brands and variants that cater to all consumers.
“Brands play an influencing role on people, communities and society during times of adversity. Kingfisher, through the 'Stay at home' campaign, aspired to bring to life an important social callout, while engaging with the fans in a remarkably quirky way. The InMobi platform was key to creating, hosting and promoting this innovative gamified brand experience."
With the announcement of a complete lockdown on March 24, India was getting ready for the biggest challenge in a long time – the flattening of the curve of coronavirus cases in the country by sheltering at a place. As the pandemic hit 85 percent of the globe, it was imperative for the government, brands, and consumers to play their part in preventing the spread of the disease through contact, especially across hotspots. However, awareness about the virus, its effects and associated safety measures were drastically low across the affected areas. It was highly important that citizens received the right information but in a way that elevates their mood. This unique combination can not only drive recall and engagement but positive word of mouth as well.
Kingfisher, as a brand, is not only synonymous with beer but also ‘Good Times.’ It is an integral part of the happy moments in people’s lives –be it a get together, a farewell party, team outings, sports nights or a relaxed evening. The pandemic brought all of it to a standstill. However, the brand was committed to not let these unprecedented times crush the spirit of the Indian diaspora. It aimed to reassure consumers that the good times shall return, but only if each and every individual plays their part. Kingfisher aimed to tackle the issue head on by spreading awareness about the most critical safety measure at that point in time –Shelter at Place. With a rapid rise in cases, the need of the hour was for consumers to avoid public places and to keep the good times tucked indoors.
The ‘Janata curfew’ on Sunday, March 22, acted as a precedent to the nationwide lockdown. The enforcement of the curfew immediately spiked mobile app usage by 80 to 100 percent, especially news, and was an indication of things to come. Keeping this in mind, Kingfisher launched a mobile-only campaign to achieve its objective. The brand leveraged InMobi Audiences and its state-of-the-art creative services to spread the word.
