cupshup casestudy babajob

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“CupShup’s model combines an innovative zeal with simplicity in execution.The days that we first tried out Cupshup, we got an immediate bump in the number of job-seekers who were reaching out to us and registering with us on Babajob.com. In fact, comparing that to the number of job-seekers who had signed up with us the month before, for the same period, we posted more than a 100% increase in terms of registration traffic”

Jithin KrishnanAssociate Manager

Babajob

Case Study – Marketing Campaign for Babajob

June 2015

They Came. They Saw. They Called!!

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Vendor Identification: Prior to a week of the launch of the

campaign, the CupShup team shortlisted 60 Tea Vendors in

Shivaji Nagar and BTM Layout (from 100+ Vendors under

coverage) keeping Babajob’s target audience in mind

CupShup’s commitment to ‘Swacch Bharat’. All tea vendors

were provided dustbins a day prior to the delivery. The new

dustbins provided also helped the vendors in avoiding littering

Campaign Highlights

Objective: To reach out to the job-seekers in Bangalore and

make them aware of the Babajob services

Campaign: During the campaign, a total of 1.05 lac Babjob

branded cups were distributed at 6o tea vendors in Shivaji

Nagar and BTM Layout.

Tea Stall Branding: Few selected Tea vendors were branded

with Babjob posters and were provided Babajob branded t-

shirts to gain maximum eyeball and exposure

Outcome: The campaign resulted in an immediate

bump in the number of job-seekers who were

reaching out to Babajob and registering on

Babajob.com. There was more than 100% Increase in

terms of registration traffic during the campaign.

CupShup’s campaign for Babajob

Targeted Distribution - Zeroing In

Campaign Summary

Total Cups Distributed (phase I) 1.05 Lac

No. of Days 6 days

No. of Tea Vendors targeted 60

Survey Outcome

90% Brand Recall

The Design

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CupShup Overview

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Our survey shows that 100% customers at tea vendors noticed

the advertisement and at least 80% were able to recall it when

aided

Innovative approach to get captive & exclusive audience

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Why CupShup

Distribution: 7 Cities

1500+ Tea vendors, 500+ offices, and 150+ Colleges

We have full list of Tea Vendors which includes location and more importantly the surrounding Point of Interests, companies and colleges. This enables you to specifically TARGET demographics to meet your campaign objectives

Exposure Time : 5-7 Minutes

The average time that a consumer is exposed to your brand, on a Tea cup, is 5-7 minutes

Clutter Free Advertising

CupShup ensures that your brand gets undivided attention of the customer

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Our Key Clients

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For more info, please visit:

www.CupShup.co.in

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Sidharth Singh

[email protected]

+91-9004212489

Sanil Jain

[email protected]

+91-9004213787

Thank You

Abhay Agarwal

[email protected]

+91-8452962270

Case Study – Campaign for “Gabbar is Back”

March - April 2015

Your Brand in Customer’s hand

“The objective was to engage with the real janta at the grass root level. As the film is an entertainer with a message, our campaign reflects the same.”

Rudrarup Datta

VP, Marketing Viacom18 Motion Pictures

CupShup successfully completed the campaign for “Gabbar is back” distributing 2,20,000 cups along with posters and danglers …

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(300 Tea vendors)

MUMBAI

(400 Paan vendors)

(100 Tea vendors)

(200 Paan vendors)

LUCKNOWNEW DELHI HYDERABAD

(100 Tea vendors)

(200 Paan vendors)

(50 Tea vendors)

(100 Paan vendors)

PUNE

(50 Tea vendors)

PATNA

(50 Tea vendors)

(100 Paan vendors)

VADODARA

(50 Tea vendors)

(100 Paan vendors)

JAIPUR

(50 Tea vendors)

(100 Paan vendors)

(100 Paan vendors)

…covering a total of 1,100 Tea Stall and 2,200 Pan vendors across 13 cities

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INDORE SURATNAGPUR KOTAAHMEDABAD

(100 Tea vendors)

(200 Paan vendors)

(100 Tea vendors)

(200 Paan vendors)

(50 Tea vendors)

(100 Paan vendors)

(50 Tea vendors)

(200 Paan vendors)

(50 Tea vendors)

(200 Paan vendors)

Total Cities covered 13

No. of Tea vendors covered 1,100

No. of Paan vendors covered 2,200

Total Cups Distributed 2.2 lakh

Total Danglers Used 6,600

Total Posters Used 3,300

No. of days of campaign 5

Customer Delight: Customers at tea stalls were delighted to

enjoy their tea in a higher quality, much more comfortable-to-

hold & premium looking cup compared to what is generally used

Awareness & Buzz Creation: People loved the idea. Many

conversed about their plans for the movie while others were

reminiscent of remembering the historical gabbar flicks / tales

Social Responsibility: Paper cups helped in reducing the use of

plastic and made the vendors more hygienic by using new cups

for each customer instead of washing and re-using the used cups

Making a Difference: Tea vendors were happy to serve in tea

cups provided. Not only the cups were better in quality but also

saved them few bucks which they spend for buying

plastic/glass cups. They look forward to such campaigns

Campaign Summary

Key Highlights Objective: To connect with the common man and spread

awareness about the movie “Gabbar is Back”

Creatives Used

CupShup’s campaign for Viacom18’s upcoming movie “Gabbar is Back”

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Key Excerpts from Media Coverage


campaign, the CupShup team shortlisted 28 offices in Andheri ,

BKC, Parel, Lower Parel, Worli and Fort(from 90+ offices under

coverage) and 36 premium tea vendors nearby offices (from

over 1500+ vendors under coverage) keeping Kotak’s target

audience in mind




Targeted distribution: From March-31, CupShup team started

delivering cups to offices and tea vendors . CupShup also did

targeted distribution e.g. a vendor in nearby a big IT park in

Powai was selling 3,000 cups a day, 90% of that were target

audience of Kotak Securities. CupShup provided 1,500 cups a

day to that vendor

Campaign Highlights

Objective: To increase brand awareness of Kotak Securities

among the target audience (working professionals)

Campaign: During the campaign, a total of 1 lac kotak

branded cups were distributed at 28 offices and 36 premium

tea vendors nearby these offices.

CupShup’s campaign for Kotak Securities


Campaign Summary

Total Cups Distributed (phase I) 1 Lac

No. of Days 25 days (All weekdays)

No. of Offices targeted 28 (Total 58,000 cups)

No. of Tea Vendors targeted 36 (Total 42,000 cups)

Survey Outcome

95% Brand Recall 70% Offer Recall

The Design

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CupShup’s campaign for Kotak Securities

The Outcome – CupShup’s execution excellence

Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand

on CupShup was 95%. People at tea stalls were appreciative of both ideas, kotak’s offer of free trading account and the

idea of advertising on hygenic Cups

The sample size of the survey was 200 and 95% of the audience was able to recall the brand

Customer Delight: Customers were delighted to enjoy tea in a higher quality, much more comfortable-to-hold & premium

looking cup compared to what is generally used

Social Responsibility: Paper cups helped in reducing the use of plastic and made the vendors more hygienic by using new

cups for each customer instead of washing and re-using the used cups. The new dustbins provided also helped the vendors

in avoiding littering

Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but it

also saved them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns

Area Wise Distribution


campaign, the CupShup team shortlisted 23 offices in Andheri

(from 65+ offices under coverage) and 25 premium tea vendors

nearby these offices (from over 1500+ vendors under coverage)

keeping CouponDunia’s target audience in mind




Accessories: CouponDunia branded trays and t-shirts were

provided to a few select premium tea vendors in the business

of delivering tea in nearby offices. Delivery boys wore the t-

shirt and carried the tray to increase brand awareness

Targeted distribution: From Feb-09, CupShup team started

delivering cups to offices and tea vendors (300 cups per

vendor). CupShup also did targeted distribution e.g. a vendor

in nearby a big IT park was selling 3,000 cups a day, 90% of

that were target audience of CouponDunia. CupShup

provided 2,000 cups a day to that vendor

Campaign Highlights

Objective: To increase brand awareness of CouponDunia

among the target audience

Campaign: During phase I, A total of 1 lac CouponDunia

branded cups were distributed at several offices and premium

tea vendors nearby these offices. CupShup would distribute

additional 4 lac cups in other offices / areas during phase II

CupShup’s campaign for CouponDunia


Campaign Summary

Total Cups Distributed (phase I) 1 Lac

No. of Days 5 days (All weekdays)

No. of Offices targeted 23 (Total 62,500 cups)

No. of Tea Vendors targeted 25 (Total 37,500 cups)

Survey Outcome

100% brand recall

The Design

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CupShup’s campaign for CouponDunia

The Outcome – CupShup’s execution excellence

Brand Awareness: People in offices & at tea stalls loved the idea and conversed with us about their online buying activity. For many,

CouponDunia was new while few were reminiscent of it remembering it as first online coupon vendor ever used

Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand during

CupShup was absolute 100%. Customers were appreciative of both ideas, attractive discounts provided by CouponDunia as well as

advertising on hygienic paper cups

The sample size of the survey was100 and everyone was able to recall the brand

Customer Delight: Customers in offices were amazed to see the advertisement within their office premises while customers at tea stalls

were delighted to be able to once again enjoy their tea in a higher quality, much more comfortable-to-hold & premium looking cup

compared to what is generally used

Social Responsibility: Paper cups helped in reducing the use of plastic and made the vendors more hygienic by using new cups for each

customer instead of washing and re-using the used cups

Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but also saved

them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns

Key Offices targeted (daily volumes)

(800 Cups)(400 Cups)

(400 Cups)

(200 Cups)

(300 Cups)

(100 Cups)(300 Cups)(2,500 Cups)

(800 Cups) (100 Cups)

(400 Cups)

(100 Cups)

(300 Cups)

(1,500 Cups)

(300 Cups) (500 Cups)

(1,000 Cups) (200 Cups)

(500 Cups) (300 Cups)

(400 Cups)(500 Cups)

(600 Cups)

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“It's a different campaign altogether and we crave for innovation every moment. The campaign was meeting the customer segment we were targeting for our new product, Kaali Peeli in the platform. The experience has been really great in dealing with the team, pretty experienced folks in the team though new to the advertising industry. They are on their toes all the time, amazing attitude and sorted unlike any other agencies”

Nitesh PrakashSr. Manager – New initiatives

Ola Cabs

They Came. They Saw. They Discussed!!

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Vendor Identification: Prior to a week of the launch of

the campaign, the CupShup team shortlisted 160

premium tea vendors from over 450 vendors under

coverage, keeping Ola’s target audience in mind

CupShup’s commitment to ‘Swacch Bharat’. All tea

vendors were provided dustbins a day prior to the

delivery. 10 of these 160 tea vendors were disqualified on

the day of delivery only because they were not using the

dustbin provided

Targeted distribution: The delivery of cups started on Nov-

11 with 200 cups being provided to each tea vendor.

CupShup also did targeted distribution. For example, a

vendor in a mall of the city was selling 5000 cups a day,

90% of that were target audience of Ola. CupShup

provided 2000 cups a day to such vendors

Campaign Highlights

Objective: Launch of Ola’s new platform for booking

Kaali-Peeli Taxi

Campaign: A total of 5 lacs Ola branded cups were

distributed at several premium tea locations across

Prabhadevi, Lower Parel, Parel, Bombay Central, Church

Gate, Worli, Grant Road, Andheri/Chakala,

Chandiwali/Powai, Bandra/BKC/Mahim

Accessories: Ola branded trays and t-shirts were provided

to a few select premium tea vendors in the business of

delivering tea in nearby offices. Delivery boys wore the t-

shirt and carried the tray to increase brand awareness

CupShup’s campaign for Ola Cabs’ Kaali-Peeli TaxisTargeted Distribution - Zeroing In

Campaign Summary

Total Cups Distributed 5 Lakhs

No. of Days 20 days

No. of Tea Vendors targeted

150

Survey Outcome

100% brand recall 70% offer recall

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