Morphy Richards, one of the global pioneers in the household appliances segment in Europe for 66 years is a part of Bajaj Electrical in India. Until now the company has been very traditional in advertising with high usage of TV and print. However, their brand positioning in India changed from 'The Perfect Gift' to match their international communication which is 'Smart Ideas For Your Home'. Over the years, Bajaj Electricals, in the past, has created engaging digital campaigns to promote their product range. That is where we came into picture and created an opportunity to try a new medium to reach out to potential customers on their mobile devices. This campaign was in partnership with the Digital Law & Kenneth.
The main objective was to create awareness about the re-positioning for Morphy Richards and highlight its new smart products, among the potential mobile customers in India.
Being a rebranding campaign, it addressed a mass audience and it specifically targeted the smartphone users. This move helped the brand achieve a better reach and generate a top of mind recall. The aim was to engage the user with the brand. Hence a combination of rich media and standard banners was used to give the consumer a richer brand experience. Rich media banners helped the users interact with the communication and experience the JMG (Juicer Mixer Grinder) from Morphy Richards. The standard banners helped maximize the reach. In the rich media creative, users were supposed to select a fruit of their choice. Post the user's selection, the finely cut pieces of that fruit were then automatically dropped into the juicer which squeezed a fresh glass of juice in few seconds. Users were later redirected to the brand's mobile site to get more details about the brand. The campaign ran on both mobile sites & apps. On the app they used AppWrapper™ technology and rich media. Static banners were used on women centric mobile sites such as Tarladalal, Onlymyhealth, etc.
This was a CPM campaign and hence the focus was on getting more impressions within the given time period of the campaign. The campaign delivered a total of 2.5 million impressions with 3.09% CTR. It also generated traffic on the site with a twofold increase. Since the brand itself is changing its approach form traditional to more bold and stylish look, they aim to re-structure their media mix as well.