BEEMAN by McCann Erickson Mumbai for FCS

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BEEMAN

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Industry Jam & Honey, Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ashish Chakravarty
Creative Director Vineet Mahajan Ltd.
Art Director Arnab Biswas, Richa Mishra
Copywriter Varun Katyal
Producer Ankur Mondal
Photographer Sunil Gupta
Account Supervisor Sarthak Sharma
Released December 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: FCS FOREST HONEY
Product/Service: HONEY
Agency: McCANN WORLDGROUP
Executive Creative Director: Ashish Chakravarty
Creative Director: Vineet Mahajan
Copywriter: Varun Katyal
Art Director: Arnab Biswas/Richa Mishra
Account Manager: Prianka Sihota
Account Supervisor: Sarthak Sharma
Photographer: Sunil Gupta
Producer: Ankur Mondal
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA

Description of Ambient execution
OBJECTIVE: FCS Honey is a prominent player only in north India, whereas our competition has a nationwide presence and advertises actively on national television. To gain greater share in our markets, we had to do more focused communication to reinforce our positioning. The challenge was to communicate through product trials to new customers that unlike others, FCS Forest Honey was the purest, freshest honey available in the market. IMPLEMENTATION: Instead of getting a celebrity to endorse our product, we thought who better than bees to be our spokespersons. In a crowded marketplace, a man picks up a pack of FCS Honey from a kiosk. The moment he opens the pack and tastes the honey, a swarm of bees starts hovering around him and finally settles on his body. As the crowd gathers around him, covered with bees, the Beeman induces product trials. RELEVANCE TO THE PRODUCT: It is a widespread belief that honey drawn directly from a beehive is the freshest and purest. To check the source of our honey, it would not have been possible for all our consumers to visit out apiaries. So we arranged for our bees to visit the markets instead. We got a walking-talking beehive for a tasting session of FCS honey. Every product trial induced by the Beeman, served as a reminder that FCS honey is the freshest, purest honey available in the market. RESULT: The activation created considerable buzz (quite literally) and was reported in leading magazines, newspapers and television channels. We got free media coverage worth Rs 3.8 million. In the areas where the event was conducted, the product trials went up considerably. Through response sheets, we gathered a database of about 17000 potential customers, who were willing to purchase our product in the near future. As compared to last year’s figures these areas clocked a 38% increase in sales. The client is planning to use this promotion to explore various other markets of India.