What if on a usual summer day, a simple game of cricket with friends becomes a celebration with ‘a little extra’ surprise? Extending the brand promise of a ‘Joy of Little Extra’, Aircel has launched a digital campaign for its online audience. Taking the thought forward of how the simpler things in life, such as getting a little extra, bring a lot of pleasure, the film captures an unforgettable incident of young cricket enthusiasts.
As cricket is a religion in India, the film is about the Indian cricket team captain MS Dhoni surprising a group of boys by joining them in their game of cricket. It captures the spontaneous reactions of the children and focusses on the thrill and the happiness brought on by an unexpected visit, resonating with Aircel’s hope of bringing simple joys into the life of its users with its voice and data products. The film can be viewed on Aircel’s Facebook page, YouTube and Twitter.
Commenting on the new film, Anupam Vasudev, Chief Marketing Officer, Aircel said, “The concept of ‘Extra’ has resonated well with our target audience as customers have been experiencing ‘Extra’ joy through our various offerings. As social media channels continue to grow their ability to transform lives, it has become imperative for brands to design content for their online users. To drive engagement, the film will be launched across various digital channels such as Facebook, Twitter, YouTube, etc. Through this campaign, we hope to get closer to the hearts of our customers and continue to reinforce our brand promise.”
The film has been released to further build a strong connect with Aircel’s key target audience – the youth. Talking on the film, Sambit Mohanty, Creative Director, McCann Worldgroup said, “The USP of this film is that the children playing cricket were completely unaware of the fact that Dhoni would be approaching them shortly. The spontaneous reactions of those kids, the joy on their faces, and their awestruck expressions on seeing / playing with Dhoni make this film truly memorable.”
A special app ‘The Joy of a little Extra’ will be launched on Facebook, where people can share special moments from their lives when they have been surprised on getting something a little extra. In addition, people can also participate in a Twitter contest wherein they can tweet interesting and simple ideas revolving around experiencing the joy of little extra with the use of hashtag (#)ALittleExtra. All of these activities will also be followed by cinema tie-ups, bloggers’ meet and event-driven marketing.
The film already has 2,433,542 views on YouTube in a weeks’ time, with people giving a positive feedback about the video. The film has beautifully captured the emotions of the little cricket fans. The amazement and the joy with which they welcome Dhoni have been executed very well. The song is very soothing and catchy, which adds to the appeal.
On Facebook, the video has been shared by more than 8,500 fans, with almost 300 people liking it. It will be interesting to see how people share special moments from their lives when they have been surprised. It would be more engaging if the brand arranges a Google Hangout with Dhoni for fans. The Twitter contest winners would get gift vouchers. Some of the interesting tweets include ‘People born on 29th february must get #alittleextra birthday celebrations’, ‘I wish #alittleextra battery life for my mobile’ and ‘If my name is not in the winners list then please select me as #alittleextra winner’. (Sic)
Online engagement has shown good results on YouTube and Twitter. It has yet to take off in a big way on Facebook.