With summer making a strong entrance and the wittiness of pranks getting better every year on April Fool’s Day, we decided to leverage both and make sure it became a story worth telling!
A lot of jokes and a lot more brainstorms later – ‘The Flying Basin’ concept was born – an interesting first of it’s kind campaign involving drones and a Twitter online-offline integration for a product launch.
#HEOnTheGo was set into motion with a teaser video just a day before 1st April showcasing the fictitious Flying Basin. We allowed people to book a flying basin to wash their faces where ever water was not easily available to them. We hit a jackpot with 2.4 million views, over 4300 shares and caught the attention of several customers – all within a week! You can have a look at the video below.
Now that we had everybody’s attention, it was time for the big launch! The flying basin was only a prelude to the first ever Indian waterless Men’s facewash by Emami. This flagged off with an innovative on ground event featuring the #Waterless Booth. The booth was integrated with Twitter wherein once customers pressed the button to dispense the Face Wash an automated tweet was sent from the brand’s handle stating the number of users that have successfully washed their faces using ZERO litres of water!
And there’s some more – We also had a video to wrap it all up that showcased the consumers using the HE face wash and sharing their feedback on the product. Watch it here.
We are elated with the outcome and are looking forward to many more innovative (flying ;)) campaigns!
At the WATConsult headquarters in Mumbai, we have an innovation lab to create new-age brand experiences. Experimenting with Virtual Reality, Augmented Reality, Robotics & Gesture Control we use specialized gadgets for seamless cutting-edge brand integration. Know more about InnoWAT here.