asian paints - colour ki lari
Post on 21-Oct-2014
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![Page 1: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/1.jpg)
![Page 2: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/2.jpg)
Facebook Application
Activity date – 1st November 2012 – 23rd November 2012
Asian Paints - Colour Ki Lari
![Page 3: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/3.jpg)
The Insight
• 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
![Page 4: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/4.jpg)
The first name that comes to mind when we think of Home makeovers is Asian Paints
![Page 5: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/5.jpg)
The Objective
• 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.
![Page 6: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/6.jpg)
The Big Idea
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.
![Page 7: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/7.jpg)
The Big Idea
Diwali Lari Facebook Lari
![Page 8: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/8.jpg)
Concept DetailsWe 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.
![Page 9: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/9.jpg)
The Virtual Lari
The virtual lari with names of Facebook fans showcased in their favourite colour
![Page 10: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/10.jpg)
The Incentive for participation
• Weekly prizes announced for participating in the application
• A grand prize of a home makeover to 1 winner
![Page 11: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/11.jpg)
How the App works
An interactive landing tab to set the mood.
User has to light the rocket to proceed
![Page 12: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/12.jpg)
How the App works
Encouraging the user to join the Biggest Lari seen / heard.
Since the number started from a modest 0. Eachparticipant in the chain understands the value of his /her contribution
![Page 13: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/13.jpg)
How the App works
A simple step by step navigation with great emphasis onAdding Friends and Sharing the concept
![Page 14: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/14.jpg)
How the App works
An easy interface to add friends and to pick a colour associated to them.
![Page 15: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/15.jpg)
How the App works
An easy interface to add friends and to pick a colour associated to them.
![Page 16: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/16.jpg)
How the App works
The Colour Ki Lari in Action
![Page 17: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/17.jpg)
How the App works
The Colour Ki Lari in Action
![Page 18: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/18.jpg)
How the App works
A simple Diwali greeting & an ability to - Add more friends - View the leader board.
![Page 19: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/19.jpg)
How the App works
The Leader Board
![Page 20: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/20.jpg)
20,000 people were a part of the Lari and lit it too.
The Big Impact
![Page 21: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/21.jpg)
18,300 people viewed the application more than once.
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65,000 people were tagged by 20,000 who participated.
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13,00,000 people on Facebook were exposed to the Colour Ki Lari
Facebook Application and the message from Asian paints
Assumption65,000 users tagged. Each of them has 200 friends. 10% of these friends were exposed to the message in their news feed
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4,255 new fans joined the page organically contributing to 7% growth.
![Page 25: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/25.jpg)
Appreciation from Fans
![Page 26: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/26.jpg)
And lots of conversations
![Page 28: Asian Paints - Colour Ki Lari](https://reader034.vdocument.in/reader034/viewer/2022042521/5445aaf8afaf9fdf2a8b460a/html5/thumbnails/28.jpg)