cupshup casestudy trulymadly

Case Study – Marketing Campaign Mumbai

August 2015

Your Brand in Customer’s hand

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They%Came.They Saw.They Discussed!!

Campaign Highlights

CupShup’s Marketing campaign

Objective

Total Cups Distributed 3.3 LacsNo. of Days 12 daysNo. of Offices targeted 56No. of Colleges targeted 20

Survey Outcome98% Brand Recall

Survey Sample Size: 99 Respondents

The Design

! Objective: To increase brand awareness of trulymadlyamong its target audience (PG students and young working professionals).

! Campaign: During the campaign, a total of 3.3 lacs trulymadly branded cups were distributed at 56 offices and 20 top B-Schools in Mumbai

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The Outcome

! Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand trulymadly on Cups was 98%.

! Customer Delight: Customers were delighted to enjoy tea in a higher quality attractive and much more comfortable-to-hold & premium looking cup compared to what is generally used

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Survey Results

97.8

55.6

22.217.1

98.1

27.8

13.0

40.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Brand Recall Heard of tm before Used tm before Willing to try tm

Survey Results

Offices Colleges

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: ! Mumbai, Bangalore, Hyderabad, New Delhi, Gurgaon, Noida

! 2500+ Tea vendors, 1000+ offices, and 300+ CollegesWe 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 MinutesThe average time that a consumer is exposed to your brand, on a Tea

cup, is 5-7 minutes

! Clutter Free AdvertisingCupShup ensures that your brand gets undivided attention of the

customer

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Our Key Clients *

(A Times Group Company)

(* Does not include all our clients) 8

For more info, please visit:www.CupShup.co.in

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Sidharth [email protected]+91-9004212489

Sanil [email protected] +91-9004213787

Thank You

Rahul Kaushik

[email protected]

+91-9769758507

Abhay Agarwal

[email protected]

+91-8452962270

Our Work

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! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 35 Offices and 100 Tea Vendors in and around Offices/Tech Parks (from 300+ Vendors under coverage) keeping Swiggy’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 on streets

! Targeted distribution: CupShup also did targeted distribution e.g. a vendor in nearby a Tech park was selling 1,200 cups a day, 90% of that were target audience of Swiggy. Hence, CupShup provided 1,000 cups a day to that vendor.

! Accessories: Swiggy branded Match Stick Boxes were provided to few selected premium Tea cum Cigarette vendors.

Campaign Highlights

CupShup’s Marketing campaign for Swiggy

Targeted Distribution - Zeroing In

Campaign SummaryTotal Cups Distributed 4.4 Lacs

No. of Days 14 days

No. of Offices targeted 32

No. of Tea Vendors targeted 100

Survey Outcome100% Brand Recall 97% Message Recall

The Design

! Objective: To increase brand awareness of Swiggy among the target audience (working professionals) and Promote App Downloads

! Campaign: During the campaign, a total of 4.4 lac Swiggybranded cups were distributed at 32 offices and 100 premium tea vendors nearby various offices and Tech Parks

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! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 72 Tea Vendors (from 1500+ Vendors under coverage) keeping Oyo’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

CupShup’s campaign for Oyo Rooms


Campaign SummaryTotal Cups Distributed 2.5 Lac

No. of Days 10 days

No. of Offices targeted 11



86% people had not heard of the brand before

The Design

! Objective: To increase brand awareness of Oyo Rooms among the target audience (working professionals)

! Campaign: During the campaign, a total of 2.5 lac Oyo branded cups were distributed at 11 offices and 72 premium tea vendors nearby various offices

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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

Case Study – Marketing Campaign for BabajobJune 2015

! 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


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 InCampaign SummaryTotal Cups Distributed (phase I) 1.05 LacNo. of Days 6 days



The Design

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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 KOTA AHMEDABAD

(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 13No. 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

“Kotak'Securities'was'keen'on'generating'leads'by'targeting'office'goers'and'saw'CupShup'as'a'unique'way'to'reach'out'to'this'segment.'We'were'very'happy'with'the'planning'and'execution'of'the'campaign'by'Cupshup.'Overall'for'us'it'was'a'good'way'to'build'brand'presence'on'ground”'

Pranav'RajeKotak'Securities

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! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 28 offices in Andheri , BKC, Parel, Lower Parel, Worli and Fort(from 90+ offices under coverage) and 35 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 nearby a reputed business 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 kotakbranded cups were distributed at 28 offices and 35 premium tea vendors nearby these offices

CupShup’s campaign for Kotak Securities


Campaign SummaryTotal Cups Distributed (phase I) 1 LacNo. of Days 25 days (All weekdays)

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

No. of Tea Vendors targeted 35 (Total 42,000 cups)

Survey Outcome95% Brand Recall 90% Offer Recall

The Design

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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

! 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 daysNo. of Tea Vendors targeted 150

Survey Outcome100% brand recall 70% offer recall

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