Godrej Interio kick starts the second phase of UPLOAD & TRANSFORM!

Godrej Interio, one of the well-known innovators in the furniture category announced season 2 of their largest ever consumer campaign ‘UPLOAD & TRANSFORM’. Touted to be one of the biggest campaigns from the house of Godrej Interio, it gives consumers a chance to get their house transformed for free.  The company has been offering home furniture for quite a few years, while its institution furniture business has been operational for more than eight decades. Now, the company is introducing another impressive campaign by which the company expects to increase the business from its home furniture range by an extra 10 per cent, in addition to the regular 12-15 per cent. The campaign offers to makeover a part of the consumers' homes with Godrej furniture and other interiors.

‘Upload and Transform’ campaign requires consumers to send a picture of any part of their house and a brief on how they want it transformed. The company is expected to shortlist 50 entries which have realistic briefs for transformation, and subsequently execute the briefs.

Adgully in an interaction with   Bedraj Tripathy, Senior General Manager,Marketing, Godrej Interio learnt more about the campaign, their promotional strategies  and how it will make a difference in the consumer’s lifestyles.

At the onset speaking about the campaign, he said, “Firstly, I wouldn’t call it a campaign. It’s an engagement program with consumers. Interestingly, one of the leading factors for consumers moving from pure transactional relationship to a more intimate relationship is a function of the level of engagement one does with them. This is possibly the biggest engagement program in the industry and in fact in the entire durables industry. This campaign allows us to connect with the youth of today and get them closer to the brand that was close to their earlier generation.”

Tripathy informs that this is not a promotional campaign, but actually developed to bring the brand promise alive i.e. ‘Transform Your Life’.

Sharing about the idea and execution of the campaign he said, "The initial thought for this program started with a ‘how’ viz. how do we get consumers to experience transformation in their lives. So actually this came out of a brainstorming session with the agency, Law and Kenneth. Praveen Kenneth seemed highly convinced with the concept.”

Tripathy believes that the critical part was the implementation of the campaign. "This is where WWM came into the picture as the concept of an end-consumer engagement program made sense for them as ‘content’ for the magazines," he added.

Elaborating further he said, "I think the whole thing came into place slowly in season 1. Currently in season 2, I think there is a lot of learning that is being leveraged by Godrej Interio, WWM (Worldwide Media Pvt. Ltd) and LnK.”

Public Relations is one of the important tools that the company is utilizing for this campaign  Press conference in 30 cities , particularly in Tier 2 and 3 cities between 1st August and 5th September 2013, followed by 2 months of digital marketing and in-store promotions in almost 250 stores across India. Interestingly, this whole program has been kicked off and driven by PR."

Elaborating further, Tripathy said, "Post the Press conferences, we plan to move into digital media, obviously focusing on the cities we have missed out on PR. Further, being in retail, this gives us a great advantage to leverage the footfalls in our existing stores. The core idea was that instead of investing large amount of money on media, we wanted to invest the same into consumers’ homes. Hence, the media mix."

Godrej Interio using the digital platform is spending around Rs 6 lakh for footprints on Twitter, Facebook and its own website. The website has about 90,000 visitors every day, of which close to 35,000 are unique visitors. These are mostly the people who come on the internet for research purposes in terms of availability, dealers and designs.

Although the company has not put any ads on Facebook, it has invested in Google SEM (search engine marketing). In terms of investment on transformations, the company has planned not to spend more than Rs 1,20,000 per house on an average. The transformations  are expected to start amidst the festive season.

In this campaign 'digital' medium will be used in a rather disproportionate manner. However, they prefer to keep expenses at the minimum for this engagement program from a media campaign perspective hence they do not see extensive usage of digital media, though it will play a critical role in determining the outcome of this program.

One week into the program, and promotions through PR, they have already got over 250 entries, where they were expecting 1500. Tripathy totally believes that the moment they open the program on social media itself, with a geo-targeting of cities (mostly Tier 1), they have not covered in PR, the participation targets will double. Then the spends will be purely for awareness of this program.

With the launch of this campaign Godrej Interio not just innovatively engages its consumers but also reiterates their commitment towards transformation. The brand has been synonymous with transforming spaces with its high design quotient products. According to Godrej Interio there are different types of transformations. These include comfort transformation, colour therapy transformation, functional transformation and aesthetic transformation.

The campaign targets mostly young married couples in the age group of 25-44 years, SEC A+, A and B+. In the pilot phase of Upload & Transform which ended in July the company transformed five houses in India, free of cost.  The company transformed one house each in cities such as Mumbai, Chandigarh, Shimla, Noida and Delhi. The videos made after the transformations in the pilot phase are being promoted on the YouTube and Facebook platforms.

Participating in UPLOAD & TRANSFORM is easy - Consumers across the country can take a part in the campaign. All they need to do is capture/click a photo of a part of their home which they wish to transform, upload it on the Godrej Interio Facebook page or website with an interesting reason on why the brand should transform that space. The lucky winners hold a chance to transform that space of their home completely free. This includes not only innovative and state of the art furniture from Godrej Interio but also painting of walls and accessories to give a completely transformed look. 

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