The Godrej story began in 1897 with the manufacture of locks. Since then, Godrej Locking Solutions & Systems has set several benchmarks in the locks industry – from the first spring-less lock in 1907 to the revolutionary 3KS in 2007. Operating from its state-of-the-art manufacturing facility in Mumbai, Godrej Locking Solutions & Systems provides locking solutions that reach homes, offices and industries across India.
Godrej wanted to showcase one of its most innovative locking solutions to date – Advantis. As the name suggests, Advantis is a highly advanced lock, with state-of-the-art ‘space age’ functions that are also simple to use.
To raise brand awareness for this truly next-gen lock, particularly among Millennials, Godrej wanted to explore options beyond traditional media. They were looking for an interactive medium that would effectively engage with prospective customers by offering them a superior and authentic experience.
Thus, Godrej opted for a conversational advertising approach, that would enable them to target relevant audiences on two of India’s largest news portals – Times of India and Economic Times – as well as the vast Millennial user base of the Haptik and Samsung MyGalaxy apps.
This hybrid Smart Ads approach enabled users to engage with the bot, play fun and interesting quizzes, and easily access information regarding Godrej Advantis – both the number and biometric models – and the features that made it a superior product. Users were given an option to be further contacted by Godrej if interested, and redirected to the Godrej website for final purchase.
The campaign, using Haptik’s first-ever full-fledged Smart Ads solution, saw an excellent response from relevant Millennial audiences. While the primary objective was to raise brand awareness and engagement for Advantis, the campaign also led to a high positive correlation for the Godrej brand in general.
3.5% users who interacted with the bot ended up sharing their details for Godrej to connect with them. Users acquired via chat were more likely to enquire for at least one of the Advantis models as compared to other users.
Over 27,000 unique users interacted with the bot, interacting with the bot for an average of 2 minutes per session.
In all, the campaign generated 880 leads for Godrej.