Whirlpool Promo, Case study CLOTHES DONATION DRIVE by DraftFCB Mumbai

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency DraftFCB Mumbai
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: WHIRLPOOL
Date of First Appearance: Sep 1 2010
Entrant Company: DRAFTFCB + ULKA, Gurgaon , INDIA
Entry URL: http://www.ekjodikapda.com/
: TEAM DRAFTFCB ULKA (Draftfcb + Ulka)
: TEAM WHIRLPOOL (Whirlpool of India Ltd.)
Media placement: TV Campaign - 3 Spots - 28 Channels - General Entertainment Channels, News Channels, Movie Channels - 13th October 2010
Media placement: Press Ads - 17 National Dailies - 15th October 2010
Media placement: Radio - 2 Channels - 18th October 2010
Media placement: Channel Vignettes - 2 Channels - News & Cartoon - 22nd October 2010
Media placement: PR - Press Conference In Mumbai Resulting In Articles In 14 National Dailies And 7 TV Channels - 3rd October 2010
Media placement: Microsite - http://www.ekjodikapda.com - 3rd October 2010
Media placement: Internet Banners - 11 Websites In The Genres Of Email, News, Travel, Movie Etc - 18th October 2010
Media placement: Social Media - Facebook - http://www.facebook.com/ekjodikapda & Twitter Http://twitter.com/#!/EkJodiKapda - 15th September 2010
Media placement: Shop Floor Communication - 1000 Dealer Outlets And 500 Service Centers Of Whirlpool - 1st September 2010
Media placement: Whirlpool Branded Vans - 16 States & 120 Cities Across India - 15th September 2010
Insights, Strategy & the Idea
How do we engage the consumers in a meaningful dialogue with Whirlpool?
Technology has ceased to be a compelling differentiator in this category. Could an emotional issue become a reason to engage with Whirlpool, long known for its warm and caring image? This was the challenge we posed to ourselves.
We were talking to young, progressive families in an acquisitive mode who like the values Whirlpool stands for.
Looking for an insight that drives this set of consumers, we realized that in their race for acquiring material possessions, they seldom pause to realize that "an act of charity gives people a bigger sense of satisfaction than any material acquisition."
In a country of contrasts, 300 million people do not have appropriate clothing and 50 million people never use 25% of their wardrobe!
Whirlpool could champion the cause of donating clothes and create consumer engagement on this platform.
Creative Execution
"Make someone wear happiness by donating your old clothes" was the rallying cry of the campaign. Moving people to charity is never easy. It was critical to make the campaign a multi-pronged dialogue. Emotionally charged messaging on TV, press and radio was supplemented with a call-to-action from a well-known social activist cum Bollywood celebrity (Shabana Azmi).
Branded vans roamed residential colonies exhorting people to donate old clothes. PR efforts ensured news channels broadcast Shabana Azmi's message on the initiative, adding to the credibility. TV channels pitched in with vignettes endorsing our program.
Internet advertising directed consumers to a microsite engaging them with compelling information and with relevant games which highlighted benefits of donating clothes.
Social media like Twitter and Facebook engaged large numbers who supported the cause.
And finally the last mile. The shop floor had branded collection bins and promoters ensuring that every walk-in engaged with the cause.
Results and Effectiveness
The response to the campaign surpassed all expectations.
Over 2,000,000 people engaged!
225 tonnes of clothes donated by 450,000 people
180,000 homes welcomed the van operation at their doorstep
80,000 office goers spent time listening to the message and responding to the call.
850,000 students received the message
118,000 people adopted the cause on Facebook
113,600 people made the effort to visit the microsite
The cause prompted 360,000 consumers to walk in to the dealer outlets that doubled up as collection centres.
And finally, 4,000 consumers adopted the cause to the extent that they became volunteers to the program!