Client: Big C Mobiles Campaign: The Filmy Campaign URL: https://www.facebook.com/Bigcmobiles.in Period: November ‘13

Agency: First Show Digital

Background

• Big C Mobiles has always been involved with films – right from signing 10+ film actors as brand ambassadors in it’s 10 year journey, to sponsoring audio launch events, their activities are strongly integrated with the movie industry

• However, the social media for the brand wasn’t carrying the same tone. Plus the engagement levels and activity was low and we wanted to boost engagement and spice things up!

• Hence, given that films is a strong connecting link between the Brand Big C and the customers, we launched ‘The Filmy Campaign’ in November ‘13

The Filmy Campaign

• The central idea is to communicate using the filmy language-the dialogues, posters and the stardom!

• We used the hit dialogues in famous films, and adapted them to mobile phones! This helped people connect with the brands, and allowed us to run interactive contests around the movie and the mobile, thereby enabling interaction!

• We have used this filmy approach to communicate about new phone arrivals, discount offers, festive season schemes, etc.

• This campaign was over 1 month, with 30 posts that were made by us- one for each day!

The Launch

The Campaign We had a mix of Hindi+English+Telugu content, as our target market was both National(for the e-commerce division) and our state(for the stores)

Film: Shahenshah

Film: Dabangg

Film: Chennai Express

Film: DDLJ

Film: Student of the Year

Film: Munna Bhai MBBS

Film: Bullet raja

Film: Ra-One

Film: Rab Ne Bana Di Jodi

Film: Om Shanti Om

Film: Rowdy Rathore

Film: Dabangg

Film: Krishh-3

Film: Don

Film: Baazigar

Film: Dhoom-3

Film: Chak De India

Film: Yeh Jawani Hai Diwani

Film: Om Shanti Om

Film: Band Baaja Baraat

Film: Bullet Raja

Film: Boss

Film: Aashiqui-2

Film: D-Day

Film: The Dark Knight

Film: Shivaji

Film: Atharintiki Daredi

Film: Dookudu

Film: D for Dopidi

People talking about the page has gone up by 578% (807 in November Vs. 119 on an average) The average number of likes/day has shot up by 200% over this month versus previous months’ average Daily page engaged users has shot up by 108% Average Reach has gone up by 134% Average total impressions per month has gone up by 204%

As the campaign came to an end, the results were evident!

Our content strategy- which is fun, relevant and engaging has hit the right chord with our fans and helped us achieve success!

Thank you