It was a digital campaign to acknowledge that small acts are all it takes to make someone happy. The campaign for Britannia Good Day biscuits ramped up over 146,000 fans in a little over a month, and sent out some 182,000 wishes on an app that was specially created.
“As a format, apps do work. That is something that people are comfortable with. ‘Happy Good Day to you’ brought on a wishing revolution that invited users to send daily greetings to their loved ones,” said Zubin Tatna, National Director Planning, at MEC India. MEC is a media agency, part of Group M, which is into media planning and buying. The campaign had a dedicated website with thematic messages to express different emotions and feelings of friendship, love and humour. Since the activation started in December, special greetings for Christmas and the New Year were also incorporated.
Dedicated website“Britannia wanted the biscuit brand to be associated with good times and good memories, in a bid to keep the brand fresh and top of mind. Given the immense competition from local flavours, we had to do something different to grab attention,” Tatna told
The digital activation has since ended, but the idea to interact with consumers was an “incredible exercise given the wish meter tracking all the wishes, with consumers uploading pictures, and charting out what constitutes a good day moment for them, creating more engagement with the micro site,” said Tatna. As Anuradha Narasimhan, Director-Marketing, Britannia Industries commented, “The Good Day campaign is all about having a good day, every day. With the digital campaign, our objective was to communicate this wish to everyone and get people to start using the phrase every day.”
So delighted is the company, that they have decided to partner with MEC in continuing to bring ‘happiness to consumers.’