#ReadyForTomorrow, A digital campaign by Duroflex for its Energise Mattresses

The digital media campaign ‘#ReadyForTomorrow’ by Duroflex focusses on engaging users, by leveraging its commercial on ‘offline TV’

Mumbai: Isobar, the digital agency from Dentsu Aegis Network, has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow.

Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across highly engaging platforms such as Facebook, YouTube and DBM Programmatic. The campaign has already engaged more than 49,446 people who exactly fit into the band’s requirements and have moved straight to the point-of-sales at a Click-through-rate as high as 3.1%. The video engaged at a view-through-rate (VTR) of 57.11%, indicating that more than half of all the targeted users watched the video until the very end.

The 50-day-campaign utilises Zapr’s database of over 40 million user profiles in India through fingerprinting technology to map out those who watch Duroflex and other similar brand commercials on TV. Users who fit brand target group are then identified on Facebook and Youtube, and video ad content is displayed on their home feeds. Target groups are also engaged across hundreds of publishers via DBM programmatic network.

Commenting on the campaign success, Suraj Nagappa, VP, Isobar India stated, “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex commented, “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”

About Isobar
Isobar is a global full service digital marketing agency, driven by the purpose to deliver borderless ideas enabled by technology, to transform businesses and brands. We have over 5,500 digital pioneers in over 85 locations, across more than 45 markets worldwide. Isobar has won over 250 awards in 2016, including 19 Agency of the Year titles and Asia-Pacific Digital Network of the Year for the fifth time in the past six years. Key clients include adidas, Coca-Cola, Enterprise, Google, GM, Huawei, Lego and P&G. Isobar is part of the Dentsu Aegis Network, a wholly owned subsidiary of Dentsu Inc. www.isobar.com Isobar India is a winner of Campaign Asia-Pacific’s 2015 Digital Agency of the Year for India and South Asia.

About Dentsu Aegis Network India
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle Sokrati.

About Duroflex
The late Mr. P. C. Mathew, founder of Duroflex first began manufacturing coir mattresses in 1963. At that time it was a real pioneering effort. In the 50 years that followed, a lot changed. People, policies, economies, markets, ergonomic theories, customer preferences and many new technologies. But the spirit of new ventures has endured. The pioneering effort 50 years ago has led to create India’s leading manufacturer of advanced sleep systems. Duroflex is now India’s largest exporter of sleep and comfort products. What began as a small manufacturing plant along the quiet canal at Alleppey, Kerala, is today a leading enterprise with the most modern manufacturing processes in Kerala, Tamil Nadu, Telangana State and Maharashtra. Duroflex expects more change in the years to come but will retain the endeavor that started it all – The spirit that will challenge and motivate the organization to innovate and continuously create better sleep and comfort products.

Isobar Team:
Client Servicing Group Head: Abhay Bhaskar Menon:
Associate Director Media: Baniaikynmaw Shanpru
Senior Director Media: Anish Daniel
Duroflex: Arha Padman, Senior Brand Manager

Credits:
Brand : Duroflex Mattresses
Product Group : Furnishings
Agency : Happy mcgarrybowen
Country of Agency : India
Client : Duroflex
Chief Executive Officer: Kartik Iyer
Chief Operating Officer: Samarjit Choudhry
Director, Strategic Planning: Aditya Kashyap
Planner: Nakul Bhat
Digital Strategist: Ashwin Dravid
Creative Team: Naren Kaushik (Senior Creative Director), Sandeep KS (Creative Director, Digital), Varun Khullar (Associate Creative Director), Ganesan V (Associate Creative Director, Art)
Client Services Director: Ameya Lokhande
Account Executive: Katherine Thomas
Production House: Nirvana Films
Director: Prashant Madan
Producer: Marjorie Rodrigues

This Article is related to:
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