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How Morphy Richards successfully leveraged mobile to promote its new brand positioning


MorphyRichardsMorphy Richards, one of the global pioneers in the household appliances segment in Europe for 66 years is a part of Bajaj Electricals in India. For a very long time, the company had a traditional approach to advertising, focused mainly on TV and print.

However, over the years, Bajaj Electricals has created engaging digital campaigns to promote their product range. So when their brand positioning in India changed 'The Perfect Gift' to match their international communication which is 'Smart Ideas For Your Home', the company decided to explore a new medium and reach out to potential customers on their mobile devices. This campaign was in partnership with the Digital Law & Kenneth.

The idea behind the mobile campaign 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. Static banners were used on women centric mobile sites such as Tarladalal, Onlymyhealth, etc.

The campaign successfully managed to promote a repositioned Morphy Richards brand, delivering a total of 2.5 million impressions with 3.09% CTR. The campaign resulted in a two-fold increase in traffic on the company website helping the brand well achieve what it had set out to.

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