Campaign Objective:
The objective of this campaign was to leverage the arrival of summer and promote
the Bluestar fast cooling AC range in a quirky and innovative way that not only
intrigues the user to interact & engage but also prompts them to buy the AC by
showing them its key features and unique selling points.
Challenges faced:
We wanted to create an experience that has a unique story but also a great
innovation, so we took a route that talks about the usual urge of people going on
vacations at a cool place during summers and then reveal by interacting that they
don’t need to go anywhere if they have a Bluestar AC at their place.
Target audience:
The target audience in this campaign were Males (Age 25-55) who are searching or
reading about home appliances, home décor etc in cities that experience extreme
heat during the month of April and May. The creative communication was highly
relevant to this TG as this is usually the time when people buy ACs. Keeping the same
in mind, the initiator intrigued the user to find some happiness in this summer.
Solutions/Innovations/Creative Ideas:
To execute the above-mentioned route, we finalized on a flow that first talks about
the arrival of summer and then asks the user if they wish they were chilling at a cool
place instead of suffering in the heat. Post this communication, the interaction
screen was introduced where we tell the user we will take them to this cool place
right now once they switch on their phone’s airplane mode (go in travel mode). As
soon as the user interacted with this innovative airplane mode detection
functionality, the interaction was detected, and the AC was unveiled with an
interesting snow and fog animation. In the end, we introduced them to the brand
tagline and a CTA button that directed the user to the respective landing page.
The content of the campaign interestingly intrigues the user to get an AC that cools
fast and lets you escape the scorching summer heat outside. It is also defined as
khushiyon ka AC in the brand’s tagline as this AC brings happiness with its fast
cooling and energy-saving features.
Execution:
The user is exposed to the ad with an initiator that is either scroller, sticker,
interstitial (on apps) or a standard banner. Once the user clicks on the initiator, the
expandable opens with sun blazing in animation on top and copy that says- “Summer
heat is getting harsher by the day.”
Copy then changes in a transition to- “Wish you were vacaying at a cool place? Let’s
take you there now!” and the user is instructed to enable their airplane mode.
As soon as the user enables their airplane mode from their phone’s drop down/ up
menu, the screen starts to cover with snow & fog slowly in animation. Once the
entire screen is covered with snow & fog, the copy- “Get ready to chill at the coolest
place ever.” fades in over the snow & fog.
In a couple of seconds, the copy fades out and the snow & fog moves out of the
screen in animation to reveal the AC. Some of the snow stays on the screen andanimates while the AC appears to release cold air that’s shown in animation.
The image of Virat Kohli (the brand ambassador) then fades in along with copy- “A
place with Bluestar AC Khushiyon ka AC” on top with the AC.
After this screen, the closing screen transitions in with the key visual, instruction for
the user disable their airplane mode because they’re done experiencing the ad and
CTA BUY NOW that directs the user to the website of Bluestar where they can
explore the ACs and buy one.
Quantifiable Results:
The campaign reached 2x engagement rate compared to last 3 years on BlueStar saw
2.31% click through rate which is over 8 times the interest compared to the 0.25%
industry average for mobile banners. We received 95% on screen rate & 91% in View
rate.

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