MUMBAI: MEC, a leading global media agency and a founding partner of GroupM, has designed and implemented an engaging digital campaign for Britannia Good Day biscuits. The campaign titled HappyGoodDayToYou isaimed at bringing a smile through small actions without a rhyme or reason.
“Happy Good Day to you" is a new wishing revolution which invites users to simply send daily greetings to their loved ones. Britannia Good Day believes that small acts are all that it takes to make someone happy. The team strategized the digital campaignthat will bring a smile upon a loved one’s face knowing that someone somewhere is thinking of you. The campaign has a dedicated website with thematic messages to express different emotions and feelings of Friendship, Love and Humor. Since the activation started in December, special greetings for Christmas/New Year were also incorporated. The site also allows the user to personalize their greeting, customize the message and add images which will let their loved ones have a Happy Good Day.
The campaign has been linked to Facebook, which keeps the audience updated on the campaign developments. Through the page, the audience is made aware of the contest winners, traffic generated to the microsite, update on entries and interesting contest pictures.
The website has many interesting features incorporated into it. The first one being The Wish Meter. It is like a tracker, which tracks the number of wishes sent by each city and the top eight cities are mentioned on this Meter. Another interesting and fun feature on the website is the “What’s Your Good Day Moment?” It urges viewers to share their delightfulmoments and let the happiness spreadon to all others viewing the website. All the user has to do is upload happy pictures and make the world smile :)
MEC, known for its specialization in providing genuine integrated solutions to its clients has reached out successfully to Britannia Good Day’s audience by using appropriate platforms to convey the message – ‘Small acts is all that it takes to make someone happy.’ According to The Wish Meter, there have been over 1 lakh wishes already sent.
Giving details on the campaign ZubinTatna, National Director Planning, MEC India said “MEC is delighted to partner with such a reputed brand that has been there for more than 25 years. The brief given to us by Britannia Good Day was to popularize the greeting “Happy Good Day to You”. The team at MEC was successful in capturing this message through this campaign. Making someone happy, can be as simple as sending a greeting or a pleasantry across. We are glad that the campaign has been appreciated and has received great response from the target audience. We are certain that through this initiative, we have helped Britannia Good Day attract more visibility across the country.”
Sharing her views on the campaign, AnuradhaNarasimhan , Director – Marketing, Britannia Industries Limitedsaid “The new campaign of Good Day is all about having a good day, every day. And this thought is captured beautifully in the wish "Happy good day to you". Our objective with the digital campaign was to take this wish to everyone and get people to start using it in common parlance. MEC helped us do just that by devising a comprehensive digital strategy to get India to start wishing each other "Happy Good Day to you". Through our website, www.happygooddaytoyou.com, we have been able to get over 1.75lac consumers from the length and breadth of the country to spread the happiness with a simple "Happy Good Day to you" wish. Because the brand believes that's all it takes to make someone's day a good day. Happy to partner with MEC in bringing happiness to our consumers"
Contest closes on 31st January, 2014
For more details log on to http://www.happygooddaytoyou.com
