The people are more concerned with health and hygiene in the current situation. We spend more time indoors and on our mobile, too than ever before. These two declarations best describe us during Coronavirus era.
The leading news app, Inshorts, took these two facts together to gamify an ad for the sanitiser brand Viroprotek of Asian Paints.
“The ad opens with a picture asking users to search the secret viruses in the living room,” says an Inshorts press release. “It then depicts cardboard, a couch and a refrigerator with three tabs on the screen asking people to click on them to clean the respective products with the universal Viroprotek surface sanitiser.”This generates a strong urge among consumers to disinfect the living room. As the user disinfects one object, he/she are also forced to disinfect the other two to obtain an inner feeling of satisfaction. Eventually, whenever the user is urged to disinfect their hands with a Viroprotek hand sanitiser, they promptly goes there to get a good feeling element.”
According to Inshorts, 16.11 per cent of people were interested in the advertisement, which, due to its compelling nature, also achieved a reach of over 1.5 million.
Speaking of the campaign, Madison Media’s general manager, Kosal Malladi, said, “Because of the pandemic, the market is extremely cluttered in the sanitiser area. Because of its portfolio of creative work, we were sure that Inshorts would come up with an ad that obliges users to engage with, which is exactly what it delivered.
Piyush Thakur, national sales head, Inshorts, shared, “The ad tech space is rapidly changing, and brands are searching for partners that can provide them with marketing solutions and promotions that pique interest, as well as maintaining high ROI. Our constant goal at Inshorts is to create highly personalised strategies that catch the target audience’s mindset successfully and remain with them for a long period.
Asian paint has launched the viprotek sanitizer in May and also they launched the ad in July. The company is focused on the safety of the customers so they launched some other products of paints that prevent the viruses.
