The Brief

In today’s busy life where spending real quality time with your family is a rare sight and a bygone myth, especially in Metro cities of India. Brooke Bond Red Label which is known to be the tea that brings people together wanted to change this by giving families a real experience of togetherness. So the idea was to develop a self-sustained model which will bring alive the belief of togetherness amongst the families in Hyderabad, a key market for Brooke Bond Red Label.

Describe how the promotion developed from concept to implementation

Brooke Bond Red Label leveraged the Hyderabad Fun N Fair, a popular local extravaganza. The Fun N Fair was built on the theme of togetherness, a seamless consumer journey was created which encapsulated brand aspects at every step and gave consumers a real experience of togetherness through various activities; Gaming Zones where couples had to come together to win the game, Photo Booth which captured and framed family moments, Sampling Zone which gave consumers a taste of togetherness and finally Sales Counter which not just sold tea but also maintained consumer database with relevant information for future communications.

Describe the success of the promotion with both client and consumer including some quantifiable results

Delivered an unprecedented ROI of 77% through sales The event witnessed a total footfall of more than 100,000 individuals and 30,000 unique families interacted with the brand during the 4 week event Unaided brand awareness went up by 8%

Explain why the method of promotion was most relevant to the product or service

A unique concept where a brand owned a complete Fun N Fair and themed it around its core message of togetherness. Brought families under one roof and gave them a complete brand experience, families which are otherwise difficult to reach through a single media. Brooke Bond Red Label owned 100% share of voice, which helped in building a strong brand connect with our consumers. A complete consumer journey was delivered; right from awareness to engagement to sampling and finally sales all under one roof.