McDowell's gets quirky with Boss Patrol

McDowell's gets quirky with Boss Patrol

Author | Saloni Surti | Tuesday, Aug 20,2013 8:53 AM

McDowell's gets quirky with Boss Patrol

Everybody, at least once in their professional life, has faced the music from ‘over-motivating’ bosses due to being caught experiencing a few leisure moments in the midst of an overworked day. To avoid such embarrassment and ‘professional atyachar’, McDowell’s has initiated Boss Patrol, an application that allows employees to alert their friends when the hawk is on watch.

In sync with their quirky image, Boss Patrol is designed to help employees alert their teammates who are entertaining themselves through their computers when the boss is around. To use the application, the entire team needs to download it on to their computers or laptops. One member can keep a secret word, for instance, ‘Great’, and add the remaining teammates, thus whenever a member sees the boss walk in, she can whisper the secret word in the microphone which will alert all the participating computers and instantly open up safe windows on all their computers (such as presentations, spreadsheets, etc.), just in time. In the absence of a microphone, users can use the rescue key for the same results.

Watch video here…

The campaign has been created by DDB Mudra Mumbai, with Roars Technologies as the digital agency, based on the brief of “making McDowell’s No.1’s long running campaign ‘Dosti ka No.1 spirit’ relevant to younger audiences”. The application was launched on August 14, 2013. Insight behind the initiative was to bank on employees’ tendency to take breaks and relax with YouTube videos, online games, Facebook, blogs, and so on. Thus, while employees might not be able to see their boss walking in, but their friends just might.

With limitations on communicating the brand message on television and radio, digital offers the perfect extension to alcohol brands to help consumers experience the crazy. Kingfisher recently executed the campaign #DearBeerGod on International Beer Day, which gave users an opportunity to lead their city to victory and win barrels of beer.

While Kingfisher enthralled audiences with Beer God, Bacardi spent its increased digital budget on a number of experiential marketing initiatives. One such campaign was ‘Bacardi-Walk The Line’ to promote responsible drinking. The campaign involved a team going to various destinations and asking partygoers to walk on a straight line after a few drinks. Those who could not walk straight were offered a free ride home. The content generated through the campaign was widely circulated on digital.

Watch video here...

Boss Patrol received more than 100 tweet shares within the first three days. Also, in the lieu of all quirkiness exhibited by alcohol brands, McDowell’s Boss Patrol hits the right notes. Not only does it offer engagement at the group level, it also manages to create strong recall value as users can easily get habituated to the application. Also, the app uses gamification so as to create loyalty.

Campaign Credits:
Advertising Agency: DDB Mudra Mumbai
Chief Creative Officer: Sonal Dabral
Copywriter: Karunasagar Sridharan
Art Director: Preeti Verma
Digital Agency: Roars Technologies
Film-Editor: Chandana Bannikoppa/Ganesh Pawal

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