360 Degree Campaign
A tile that makes sure you don’t slip – On floor. In life.
Somany launched Somany Slip Shield, India’s First Anti- Skid Tiles which made sure that one won’t slip even on a wet, slippery floor. In simpler words – ab aap Nahi Phislenge (now you won’t slip). The brand wanted to communicate this key product attribute to the masses as well as influencers like Architects, Interior Designers and Builders in a memorable way, while linking it to a larger, relevant context could enable top of mind recall.
This product found resonance with the fact that in our daily lives, we often tend to slip off our moral duties, etiquettes and social responsibilities, which hurt us as a society, a nation. So, we decided to ask people this question – If a tile can make this promise, why can’t you?
We printed a special edition of Slip Shield Tiles with catchy illustrations and hard-hitting messages as NahiPhislenge pledges – promises that you won’t slip off, and used these tiles to communicate the message, across mediums.
We launched the campaign on radio, with teasers and spots which were then followed by Mr. Abhishek Somany calling to join the movement. The radio campaign reached out to the masses throughout the phase, with multiple RJ Mentions, Radio Spots, Bumpers, Sweepers etc at every step of the way, to spread awareness and engage the common man into the initiative.
The activity helped catch the common man’s attention and spread awareness about the number of things we slip from in our day to day lives. This brought in more and more participation in the campaign on social media.
The Mechanism: The special edition of Slip Shield Tiles with catchy illustrations and hard-hitting messages as #NahiPhislenge pledges were laid out at public places to engage people, inspire them to join the movement and experience the anti-skid properties of the product, first-hand. People also chose a NahiPhislenge pledge tile posed with it and these pictures were then shared through social media to spread the message. These tiles were framed and sent out to public figures as mementos to be hung up on walls.
The activity helped in spreading word amongst the masses and bringing in more and more participation in the campaign on ground and on social media. Experiencing the product generated high number of queries in store, regarding anti-skid tiles and helped boost the product sales phenomenally. The special designing gave a whole new look to the product and a whole new dimension to ‘Change’.
To our main Influencers group (Architects, Interior Designers, Builders etc.) – as a Direct Mail along with a letter – we sent a couple of framed special edition Slip Shield Tiles with catchy illustrations and hard-hitting messages as NahiPhislenge pledges.
The activity helped catch the Influencers’ attention and spread word amongst the industry circles and even people at large. This brought in more and more participation in the campaign on social media. In store, the number of queries regarding anti-skid tiles increased phenomenally, with positive impact on sales. Moreover, the framed tiles on the wall continue to serve as a constant motivation to these people for taking small steps towards big change.