Godrej Appliances is one of the largest players in the Home Appliances space in India and has always delighted its consumers with innovative technology and a creative approach towards their digital campaigns.
The brand recently launched a new product – ‘The Godrej Eon Front Load washing machine’ through digital platforms with a campaign titled #SuitUpToAllergy. The campaign was in sync with Allergy Protect, the primary feature of the washing machine.
The key insight behind it was the protective nature of mothers. Throughout the day, mothers do their best to keep their loved ones, especially children, away from germs and allergies. The challenge was to communicate this message in an exciting manner. And so, it was introduced through a pseudo product – The Hazmat suit.
The campaign kicked off with pre-buzz posts across social media platforms highlighting the benefits of this product with mock testimonials by mothers.
Once we caught the attention of the consumers, it was time to reveal the washing machine through a video. The protective nature of mothers was disguised in a humorous script, making the video the best medium to communicate the launch of the product.
The video was received exceptionally well. The campaign reached out to 13,07,271 consumers with engagement rate of 6%. It’s safe to say that this experiment by Godrej Appliances was successful!