Racold: Mind Your Language

Water heater brand Racold exploited Indians' e-commerce mistypes to spell a disproportionate increase in sales vs money spent in the highly competitive online market.

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...

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