Gozoop Assignment- By Archita Ghosh

CASE 1 Baskin Robbins

Target / Problem Statement

• Increase interactions with existing audience• Start interacting with corporates• Increase footfalls to parlours• Target audience – office going people in urban & semi

urban cities

The theme

“Celebrate your office pals”

Office is a place where you spend most of the day. There are many relations to be maintained, cherished, formed & to abide by.We need to hit that little space in people’s heart about the various relations they make in office & cherish it. Be it your boss, your next bench friend, your first friend or your secret crush, or the one you cant tolerate.

The online – offline connect

The Mood Ice Cream App

• Create a FB app with 5 questions. The user is supposed to fill those 5 questions & the app will judge the mood of the person & suggest a flavour of ice cream based on that questionnaire. The user will have to register on the BR website & share the post & tag 5 friends & an automated code will be sent on their emails with an offer code, which can only be availed at the nearest store or in side their office store

The online – offline connect

The #InstaRobbin (Introducing BR Instagram page)

• As Baskin Robbins is present in many corporates, plus many will be opened soon, an Instagram wall has to be introduced.

• The users will have to put up their pictures with friends, with BR ice cream or at the store or anything the relates to BR on the Instagram account, with their locations (offices/branch). The pictures will be then clustered with other pictures & made into a wall at the same store.

• The images & creations will be posted on FB & Twitter to excite & create buzz for other companies to do similar things

The online – offline connect

Team Up Thursday

A team outing is a mandate at any corporate. Every Thursday at the local stores, will have a particular Sundae, at a lesser price. A team of min 5 & max 10 can avail this offer.The team leader or any representative will have to post a selfie on the FB page / Insta / Twitter page to keep unlocking offers & earn points.

Execution

The Facebook Posts

1. The ‘Characters in office” posts

- The boss : The one who scolds, shows tantrums, makes you sad. But appreciates you whenever you do something well.

- Treat your boss to his favourite ice cream today at Baskin Robbins.

• 2. The “moments at office” posts

- Have you ever thought that you brain storm alone & come up with a great idea?

- It’s the joined brains that work together & create something brilliant.

- Cherish your team & that friendship. Go out, spend some time & grab an ice cream with your pals

• 3. The “Anti-Stress” posts

- #didyouknow that having an ice cream after your meal can help you lose weight

• 4. “Capture the moment” posts

- When was the last time you got wet in the rain & dragged a friend along?

- Cease the moment & don’t let it go. Afterall, more the flavors in life, more the fun.

• 5. “The 31 Flavours” posts

- Presenting to you the Cotton Candy ice cream: 2 colours, completely contrast & bright. It’s exciting & pretty and fills the room with joy. Tag a friend with whom you relate this BR specialty.

• The Tweets

1. Ice cream with a office bud? Definitely a good idea. BR31 presents special lunch offers.

2. No mood for coffee or tea? The best way is, come to me! Best break for evening, ice cream.

3. Boss angry? Get him the cool & yummy nutty coconut ice cream, right now!

4. Forgot your office best friends birthday? Only god & BR’s Sundae can help you now.

5. Post your team’s picture here & tag your office friends. Register on our app & amazing discounts

DIGITAL CAMPAIGN#PondsSelfieReady

The goods & bads

Pros• Multi channel approach• Attractive video & audio• Conceptualised well in

terms of the idea & execution

• The gratification is huge that would attract more people

Cons• Used & abused concept of a

single girl clicking selfies• A very big photo platform

missed, i.e. Instagram• TVC would have helped a lot

for the ad to penetrate• ROI of such billboards is hard

to measure plus costing is a lot

#pondselfieready

• The campaign in itself, individually is quite impressive as the tone of the ad is very feminine & looks appealing to the women. Even though the ad is very artificial & looks made up, the overall feel of the video could have been more real.

• If I were to execute this :1. The content would revolve around how a BB helps, it’s benefits2. How it will help me create that extra – special look for different

occasions3. The gratification would have also been digital & product based,

with a makeover for a day, etc.

Thank you!