Fulcro Digital has a legacy of being a disruptor in the digital space and they have proven the same by their latest campaign for Aristocrat luggage. For a brand that is constantly evolving and launching new set of products regularly, the challenge was to do an innovative launch for their Rucksacks in a cluttered environment.
We created the 1st ever luggage launch on Twitter through conversations.
The idea started with a simple question to Rohit Sharma snowballing into a conversation between 25,000+ people on Twitter and generated 100,000+ number of impressions in just 8hrs.
With the snowballing share of voice, the brand also took cue from Rohit’s tweets and created a custom Hashtag #EverythingEverywhere that would further be used as the campaign hashtag.
“We’re living in an era where people don’t have a long attention span the only way to get their attention is through quick engagement. This is where we created the idea of the first twitter launch of a backpack, rather than just announcing the range. We also gamified the entire approach and got people engaged into the conversation. By doing this we made the netizens do our job of introducing the new Rucksack range, to the entire digital world.”, said Sabyasachi Mitter, Founder and Managing Director, Fulcro.
Besides being an engaging Twitter banter, the campaign managed to highlight the product benefits of the range seamlessly. “What we aimed to achieve with the launch of this campaign was clear right from the beginning. The Aristocrat Rucksacks are designed to provide maximum space and durability while being the ultimate travel partner, which the entire initiative encapsulates well in a true digital savvy manner. The emoticons used were particularly speaking out to the right audiences while making it engaging. The results speak for themselves.” said Sudip Ghose – MD, VIP Industries Ltd.
Fulcro has always stuck to the philosophy of disruptive communication that permeates through the overlap of digital and other modes of communication alike. This gets proven yet again with the #EverythingEverywhere campaign.
Fulcro has a tradition of letting their work speak for itself. The strategy is to hold the interest and recall of the consumer through a variety of means. The company has a structured approach since its inception. It has been in the news with campaigns for diverse brands like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The company seeks to combine technology, creativity, and data to scale new heights.