When it comes to building a high-impact campaign, clear objectives and defined goals provide a roadmap for success. However, creativity, innovation, and compelling narratives are what truly catch the eye and drive meaningful connections. InMobi, Nerolac, and Interactive Avenues teamed up to create a memorable mobile experience that not only garnered ground-breaking numbers but also resulted in a winning streak. The campaign bagged a silver at the Indian Marketing Awards 2023 by exchange4media under the Holiday, Seasonal, or Festival Marketing category. Here is the story.
An immersive, rich media interstitial, excellent location-based targeting, high personalization, and a reward too good to pass up!
With the growing digital inclination and the constant use of mobile phones by Indians, Nerolac’s goal was to support local distributors in boosting their business. To connect digital-first consumers with local dealers – an integral part of the brand’s ecosystem – Nerolac launched the “Har Din Diwali” campaign. Since Diwali is when most Indians repaint their homes for a fresh look and indulge in festive shopping, it was the perfect opportunity to nudge them toward visiting their nearby stores.
Leveraging InMobi Audiences, the brand engaged Diwali-celebrating Indians aged between 24 and 44 years from major cities on their favorite music, utility, and news apps. The brand achieved this through a multi-action-enabled full-screen rich media interstitial blending interactive elements and creative optimization.
First, the brand helped users create a Diwali-themed living room with paint, lights, and rangoli, presenting an interactive experience that encouraged them to paint their homes with Nerolac Paints for “Har Din Diwali”. Drag and drop elements brought the experience to life and kept them engaged.
The next card featured an exclusive offer to win gold coins, grabbing attention and displaying real-time winners. The experience also showcased the nearest dealer store from the 5,000 outlets mapped, along with three distinct calls to action in a single interstitial.
An engaging experience and the chance to win gold coins urged these audiences to visit the stores and buy premium Nerolac products. This boosted sales volumes by a whopping 49% across registered dealers and led to a 2.1x higher CTR compared to industry benchmarks.
Thinking out of the box can do wonders for your brand, just like Nerolac, who, with a simple and well-timed idea, won over millions of Indians.
Dive into more such success stories on InMobi’s case study page, or write to us to create your own: mobilemarketing@inmobi.com
