CenturyPly brings you the 'FELFIE FESTIVAL'
CenturyPly, sellers of multi-use plywood and decorative veneers in India, presents an innovative extension to their ‘Khushiyon Ka Rangmanch’ Ad Campaign- the Felfie Festival. CenturyPly has coined the word “Felfie” from the words- Furniture and Selfie. SELFIE is a much celebrated word today as much as it is an activity that cuts across all age groups and section barriers. Hence came the idea of FELFIE- meaning a SELFIE with your favorite furniture.
Commenting on the occasion, Amit Kumar Gope, National Marketing Head, CenturyPly, says “Our objective through the Felfie Festival is to extend the spirit of ‘Khushiyon Ka Rangmanch’ and to differentiate it from the regular festive season communication. This is an out and out digital campaign, which will dynamically be driven through popular social networking sites like Facebook, Twitter, Instagram and Pinterest. We are confident that this property will resonate well with our national audience and further enhance our brand affinity.”
The company will ensure a massive online pull by building a Microsite through which consumers can upload their Felfies and help spread their posts simultaneously on all the popular social media networks. The Campaign kick starts on 21st September 2014 and ends on 4th October 2014 with Dashami. The winner of best Felfie will be announced nationally on 9th October 2014 and rewarded with exciting gifts like an Apply iPad Mini.
As a path breaking initiative CenturyPly will conduct a never seen before on ground activation to celebrate surfaces at Simpark, Kolkata on the 27th & 28th September 2014. During the activation renowned RJ Jimmy Tangree will conduct interviews with people on how surfaces/ furniture plays an important role in their lives and their homes. Participants will be selected from the FLEFIES posted or from the spot contests. The conversation will go on air LIVE on a contraption that takes the participant and the RJ to a seat 14 ft above the ground level through a hydraulic system, a platform that will be specially crafted by CenturyPly for the occasion. Up there the participant gets to click his/ her FELFIE. With this innovation CenturyPly aims to create a record of conducting the highest outdoor radio interview live; which will go viral online and initiate further conversation on social media (Facebook, Twitter, Instagram, Pinterest, YouTube, etc.) about the celebrating surfaces and how they act as our ‘Khushiyon Ka Rangmanch’. This initiative has been has also been honoured and certified by India Book of Records.
Aside from social media, Felfie also be celebrated on other platforms like OOH, FM Radio, Print advertisement and other on ground activities. CenturyPly will put up more than 200 mini billboards across the city. Another 250 banners will come up at various locations, apart from the 23 prime OOH sites that the brand has.
With the Felfie Festival, CenturyPly wants to enhance the magic that it created with its much popular and successful ad-campaign featuring Nana Patekar. The advertisement showed parts of consumers’ daily life and is a realization of the part played by ‘surfaces’. It stems from the simple insight that CenturyPly is in the business of creating surfaces which are witness to everyday moments of joy and happiness, hence the tagline ‘Khushiyon Ka Rangmanch’.