Campaign details
Brand: RacoldBrand owner: Ariston Thermo GroupAgency: WATConsultMarket: IndiaIndustries: Home appliancesMedia channels: Search marketingBudget: Up to 500k
Executive summary
The key objective for water heater brand Racold was to achieve a disproportionate increase in sales against money spent in the highly competitive online market in India.
To do so, the brand launched the first ever e-commerce campaign that turned misspelled searches into sales. The idea came from the insight that Indians (especially in Tier 2 and 3 cities/towns) tend to type as they speak. As a...