Asian Paints - Colour Ki Lari
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This document proposes a Facebook application called "Diwali Lari" to promote Asian Paints' home makeover services to younger audiences during Diwali. The application would allow users to create a "virtual lari" (firecracker chain) by customizing digital firecrackers with their name and color and tagging friends. Participants would be entered to win weekly and grand prizes. The goal is to create an engaging, viral experience that spreads Asian Paints' message without being too direct or sales-focused.
Asian Paints - Colour Ki Lari
- 2. Facebook Application Activity date – 1st November 2012 – 23rd November 2012
- 3. • It is said that Goddess Lakshmi visits the cleanest house first on Diwali • This is why we all keep our homes fresh, clean and tidy just before Diwali • Common things people do to welcome the Goddess are - Rangoli’s outside the house - Light a string of Diyas - Do a complete home makeover
- 4. The first name that comes to mind when we think of Home makeovers is Asian Paints
- 5. • Apart from nuclear families there are newly married couples and youngsters (staying on rent) who are looking for easy home makeover solutions. How do we catch their attention? • How do we reinforce the strong brand connect between Diwali and Asian Paints with a younger audience present on Facebook? • How do we achieve the above without being too direct, technical or salesy.
- 6. Lari is the most popular fire cracker that comes to mind when you think of Diwali. Once you light it there is a domino effect. Lots of small firecrackers add up to make a big impact. The same way in which a message goes viral on Facebook. One user initiates a conversation. His friends join in, followed by the friends friends.
- 7. Diwali Lari Facebook Lari
- 8. We need to be on top of the mind of the Facebook audience who is looking for a home makeover solution. To keep the concept fun and engaging without sounding too salesy. To replicate the popular Diwali Lari virtually on Facebook. But with a twist. How? Each little cylinder shaped firecracker is dedicated to a user. The little firecrackers are no longer in the traditional red colour. We let the user customize them with - His / Her Name - His / Her Favourite Colour To make the chain the longest Lari seen / heard we allow users to tag their friends too.
- 9. The virtual lari with names of Facebook fans showcased in their favourite colour
- 10. • Weekly prizes announced for participating in the application • A grand prize of a home makeover to 1 winner
- 11. An interactive landing tab to set the mood. User has to light the rocket to proceed
- 12. Encouraging the user to join the Biggest Lari seen / heard. Since the number started from a modest 0. Each participant in the chain understands the value of his /her contribution
- 13. A simple step by step navigation with great emphasis on Adding Friends and Sharing the concept
- 14. An easy interface to add friends and to pick a colour associated to them.
- 15. An easy interface to add friends and to pick a colour associated to them.
- 16. The Colour Ki Lari in Action
- 17. The Colour Ki Lari in Action
- 18. A simple Diwali greeting & an ability to - Add more friends - View the leader board.
- 19. The Leader Board
- 20. 20,000 people were a part of the Lari and lit it too.
- 21. 18,300 people viewed the application more than once.
- 22. 65,000 people were tagged by 20,000 who participated.
- 23. 13,00,000 people on Facebook were exposed to the Colour Ki Lari Facebook Application and the message from Asian paints Assumption 65,000 users tagged. Each of them has 200 friends. 10% of these friends were exposed to the message in their news feed
- 24. 4,255 new fans joined the page organically contributing to 7% growth.