Godrej Appliances Gets Users To â€˜Go Greenâ€™ On World Environment Day
mCanvas, the experiential storytelling ad platform for small screens, has created an interactive mobile ad campaign for Godrej Appliances’ initiative to ‘Go Green’ and promote their line of eco-friendly Air Conditioners. The ad prompts users to scan and pick out the green colour in their surroundings using their phone’s camera eventually revealing how Godrej ACs are effectively cooling not only the users but also the planet.
Conceptualized to lead the audience to a better cooling solution, the creative allows users to start their camera and point it towards anything green in colour. Once detected, the screen locks in on the colour, turning entirely green and bringing in the Godrej AC. The closing screen displays the key USPs of the product and the brand messaging that encourages users to choose an AC that doesn’t leave a negative impact on the planet. Being World Environment Day, it is a great step into the future as this line of Godrej ACs not only uses lowest global warming potential refrigerants but also are very energy efficient.
Reaching over 2.5 million users, the campaign is seeing a 1.5% click-through rate – more than 7 times the interest compared to the 0.20% industry average for mobile banner ads. Users are spending close to 9 seconds on average engaging with the creative.
Commenting on the campaign, Swati Rathi, Marketing Head and AVP, Godrej Appliances said, “As marketers, we constantly look out for ways to engage with our customers in a clutter breaking manner that ensures better registration of the brand’s message. We are excited to combine the color recognition technology with our ‘Go Green’ messaging. As a brand we have been trying to generate awareness around choosing eco-friendly and energy efficient appliances. We are seeing encouraging results from the digital innovation and hope it will create a long-lasting impact than usual display banners and encourage people to make eco-friendly choices in their lives.”
Vishal Rupani, Co-founder & CEO, mCanvas said, “We at mCanvas understand the importance of making planet Earth a cleaner and greener place. Only by engaging and involving users can we bring out awareness of this global emergency and build towards solving it. In this interactive way, we are creating an experience that users will remember, thus, building stronger brand recall. We are happy to partner with Godrej for this initiative and use our innovative technology for a more efficient and greener future.”