MARICO

Brief

The modern Indian woman juggles her responsibilities as a professional and homemaker. She is always in a hurry to get things done. This restlessness also shows in her online behavior where she prefers consuming content in a jiffy by hurriedly skipping ads, skimming through articles, etc. Our objective was to infuse the brand benefit of our new product - Parachute Advansed Aromatherapy Oil seamless into her life.

Solution/Execution

We wanted to use this online behaviour to propagate the benefits of the new Parachute Advansed Aromatherapy Oil, which is designed to help people relax and de-stress. So we created a campaign ‘Slowdown Zindagi’ and devised the world’s first banner that asks users de-stress and relax in an unusual way and also rewards people who chose to 'Slowdown Zindagi'. The banner asked people to take a break and relax by not clicking on the skip button and by doing so they could get a special reward. We also kept the conversation alive with users who had skipped the ad, informing them that they had missed a special surprise. These banners led users to our website where they could experience the product and also order a sample.

RESULTS

• The banners received more than 1.4 mn impressions and 13000+ clicks
• Over 95% product awareness in potential consumers within a month
• In just 7 days, we got over 30,000 online requests for product samples
• Trial rate of around 16% - beating most launch benchmarks

Awards & Recognition

EMVIES - BRONZE
GOAFEST - BRONZE
DIGITAL CREST- BRONZE
IDMA- BRONZE