#BribeIsGood, our launch campaign for CompareMunafa.com

Compare Munafa is an ecommerce site that marries two concepts to make shopping easy and fun. One, it’s a comparison site and helps you save money by comparing prices across stores like Amazon, Flipkart, Jabong, etc. Two, it rewards shoppers with Munafa Points, which can be used to pay mobile bills, DTH recharges or even wallet money. In the launch phase, the challenge was to communicate the benefit in an interesting and engaging way, and get more people to notice the brand. The budget was limited; therefore we need to do something radical and clutter-breaking

The Solution: Essentially the site offers enticements to shoppers. So how can we say this in an arresting and provocative way, tapping into the zeitgeist? The agency came up with the expression #BribeIsGood, and promoted it through print ads, radio spots, billboards, a film, Facebook posts, tweets, etc. We released the teasers first, and followed them with the launch creatives. The idea was to make people sit up and notice, and once we have their attention, convey what Compare Munafa offers to the customer.

Central Idea

Hashtag Bribe is Good

Teasers to Kickstart On Social Platforms

Bribe is Good

Bribe is Good creative

Launch Print Ad

Launch Ad

Outdoor

Bribe is Good creative outdoor

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With the idea being so unique, online users started tweeting about it.

Some Initial Tweets

 

Eventually #BribeIsGood received number of tweets making it trending for couple of hours

India Trends on Oct 15, 2015

 

TVC had 10k+ views on social platforms on the launch day itself which went on being the most interactive post for Compare Munafa

After an impressive launch, contests were ran to engage the fans

Launch Week Results

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“After an overwhelming launch week, the campaign continued with various other ideas based on a specific theme per week under the umbrella of ‘Bribe is Good

#BribeYourWife during Karwa Chauth

#BribeYourBoss during Diwali

#BribeYourChild during Children’s day

#BribeYourself

One of our Carousel Ad

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Leveraging festivals during the campaign

Campaign ran for over a month and the results were impressive

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Posted on October 19, 2015 in Branding, Uncategorized

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