Drawing New Paths
Introduction
The Homegrown Indian Consumer Electronic Company has a large portion of the budget smartphone market in a country. Micromax has been quicker than its competitors to improve the appeal of devices and has became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010. As of Q3 2014, Micromax is the tenth largest Smartphone vendor in the world.
Problem
With the Launch of its new device the Canvas Doodle Micromax was looking for a innovative Partner to Rouse interest in the unique features of the new Micromax Doodle.
Objective
Micromax wanted people to experience the creative capabilities of the new Micromax Doodle 2. They wanted to reach out to the right audience and hook them in with the impressive specs of the handset.
Solution
We recreated the drawing experience the user can get on a Micromax Doodle 2 on the screen of their phones, hooking them in with the post-interaction communication around the new features of the Doodle 2. The campaign was run on Facebook with interest based targeting to reach out to the right audience and maximise impact.
Result
The Result was a Social phenomenon. The campaign experienced over 70,000 social shares over just four days, bringing the social engagement rate of the ad to a staggering 73 percent!