The online campaign for the device has achieved new heights taking consumer awareness and engagement to a new level. Considering the way Micromax has taken the unprecedented leap in the mobile ecosystem in India, this campaign is a testimony to company’s success.
Interactive and engaging in nature, the advertisements for A110 Canvas 2 were run across leading portals and advertisement networks which included Yahoo Super Takeover, Yahoo Billboard, MSN Takeover, Sify Takeover, Indiatimes Takeover, Rediff, and YouTube amongst others. The campaign drove 100% more traffic than benchmarked.
“The campaign addresses our commitment towards building a brand that echoes the pulse of the younger generation and the statistics are a proof point of great engagement with our consumers. Micromax is an exciting brand, close to the heart of youth, and one which is a good match to the dynamic and vibrant nature of youth of India. We will continue to bring more such engaging campaigns for our consumers,” said Mr. Shubhodip Pal, CMO, Micromax.
According to the statistics, Yahoo Takeover generated a 2.48% CTR (Click Through Rate) against a benchmark of 0.6%, a total of 1,93, 515 clicks, which is among some of the higher benchmarks that have been seen in the past. Building on the success of the campaign, Yahoo billboard generated a 0.95% CTR against a benchmark of 0.5%.
Commenting on the achievement, Vishal Maheshwari-Senior Director and Head of Sales, Yahoo India said, “The recent launch of the Micromax Canvas 2 phone is a clear reflection of brands leveraging digital media to deepen their engagement with consumers. We are happy to have brought Yahoo!’s wide reach and broad canvas of creative ad innovations to the table, which enabled Micromax to deliver the high-impact digital launch they looking for.”
For the campaign, MSN delivered more than 3.5 million impressions against an estimated 1 million; Rediff recorded a CTR of 5.39% as against the industry benchmark is 0.6% and Indiatimes reported a CTR of 3.5% against the benchmark of 0.3%. On the mobile platform, YouTube Mobile roadblock received close to 3 lakh clicks with a CTR of over 1.5% over achieving the benchmark of 1%.
The online medium has become a platform that connects youth with their favorite brands beyond boundaries. The success of the Micromax A110 Canvas 2 online campaign has helped Micromax reach out effectively to both new and existing customers and the exemplary response is a proof to the same.
Priced at Rs. 9,990/-, Canvas 2 is available across all leading retail outlets in India. For more information,