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CenturyPly takes campaign to greater heights

By Nabamita Chatterjee - October 28, 2014

The leading plywood maker extended their'Khushiyon Ka Rangmanch' ad campaign- with the Felfie Festival. For this interviews were aired lived on 91.9 Friends FM, where the participants and the RJ was set 15 feet above ground level.

CenturyPly, leading seller of multi-use plywood and decorative veneers in India, recently rolled out an innovative extension to their'Khushiyon Ka Rangmanch' ad campaign- with the Felfie Festival. The brand coined the word "Felfie” from the words- Furniture and Selfie, where the idea was to take a selfie with your favorite furniture.

CenturyPly conducted an innovative on-ground activation to celebrate surfaces at Simpark, Kolkata with 91.9 Friends FM. During the activation popular RJ Jimmy Tangree conducted interviews with people on how surfaces/ furniture play an important role in their lives and their homes. Participants were selected from the'Felfies' posted or from the spot contests. The conversation was aired live on a contraption that took the participants and the RJ to a seat 15 ft above ground level through a hydraulic system. The platform was specially crafted by CenturyPly for the occasion, where the participant got to click his/ her felfie.

With this innovation CenturyPly created a record of conducting the highest outdoor radio interview live; which went viral online and initiated further conversation on social media about the celebrating surfaces and how they act as their'Khushiyon Ka Rangmanch'. As this was done for the first time in India it was acknowledged on spot by the India Book of Records as the "Highest Talk Felfie show and Longest Felfie Marathon”.

Commenting on the activation, Amit Kumar Gope, National Marketing Head, CenturyPly, said, "Our objective through the Felfie Festival was to extend the spirit of'Khushiyon Ka Rangmanch' and to differentiate it from the regular festive season communication. We selected the New Market area which gets huge crowd being one of the oldest and most popular shopping precincts of the city for the out-of-home activation. Over the two days of the activity around 50 people participated in the live chat show. This was also a digital campaign, which was dynamically driven through popular social networking sites like Facebook, Twitter, Instagram and Pinterest. We are confident that this property resonated well with our national audience and further enhanced our brand affinity.”

The Felfie campaign has also been celebrated on other platforms like OOH, FM Radio and print advertisement apart from the on-ground activation.

"CenturyPly covered 140 Durga Puja Pandals with mini billboards across the city apart from the 27 permanent OOH sites that the brand rolled out for the festive season. We also covered states like Gujarat for the Dandiya festival through outdoor advertisements,” said Ronit Mitra - National Trade Marketing Head, CenturyPly.

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