IFirend Croma - Digital Strategy

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A campaign by Geek Creative Agency
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The Client
Croma is Indias first national, large format,
specialist retail chain for consumer electronics
and durables. Its a TATA Enterprise. They have
stores located in Mumbai, Navi Mumbai, Pune,
Aurangabad, Ahmadabad, Rajkot, Surat, Vadodara,
Delhi NCR, Bangalore, Chennai
Hyderabad.  Croma Stores are one of the few
apple resellers in India but didnt have a
digital strategy to attract customers and make
them aware about the products. Also they wanted
to drive traffic to the store and hence drive
sales.  
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Brief/Strategy
Our client asked us to create an engagement
platform that will evoke an online participation
from its audience, across the country. Geek
took it one step ahead and suggested we take this
participation to a reference program where the
referral and referee both are benefited and Croma
gets walk-ins to their stores as well. To engage
folks and create awareness and active
participation, we created an online application.
People were driven to the facebook page where the
application was hosted. There was also a radio
program driving users to the reference program
and to the store.
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Creative route
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Challenges
The biggest challenge in this activity was to
educate and create a system for ASCs (Apple
Solution Consultants) placed in Croma stores. We
had to make sure the system is full proof so that
no one can use their reference code twice or
people inside the system itself dont reuse it.
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Execution
We created a referral application where the user
signs in by entering his name and phone number.
Then he selects his facebook friends and adds
their number so that he can refer them to buy a
Mac from Croma. He also enters a reason as to
how the Mac has helped him to get better at his
work. He gets a SMS confirming his participation
and his friends get a SMS with their referral
code. Now all the friends need to do is to walk
to the Croma store with the SMS and get discounts
on their APPLE purchase. Every time a friend
buys something the referee gets points and
rewards and a chance to win a bumper prize of a
MAC.
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Result
The campaign was launched and we gathered 20,000
fans on facebook page who referred totally 60,000
friends and apple sales at Croma stores went on a
quarterly high.
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Facebook Landing Page
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Facebook Application
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Winners
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About Geek Creative Agency
Geek Creative Agency has made its creative
presence felt since its inception in 2008,
offering customer-centric advertising solutions
to youth-oriented mass brands. Specializing in
brand development, strategic counsel,
advertising, design and digital media, the agency
has been recognized as one of Indias leading
creative and insightful agencies. The agency
has won numerous awards for work with industry
vertical in the arts/leisure, finance,
healthcare, education and architecture/design
industries. New account wins include Play Up,
Mitsubishi, Wipro, Manipal University, The Biere
Club, School Cinema, Scooty Gals and many more.
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Thats all folks THANK YOU!