ThermoSale: Breaking New Grounds with Phygital Campaigns
At Passio Communications, we pride ourselves on delivering innovative and impactful marketing solutions. Our groundbreaking campaign, ThermoSale, has not only set new benchmarks but has also earned accolades as the first weather-personalized Phygital campaign in India along with bagging two Big Bang Awards.
Implemented for AjmalBismi, one of Kerala's retail giants, ThermoSale was strategically designed to navigate the challenges of the competitive air conditioner market in Kerala. Our objective was clear: elevate air conditioner sales and establish them as essential commodities, especially during the record-breaking temperatures in March 2023, when Kerala experienced highs of up to 42 degrees.
Understanding that air conditioners were still perceived as luxury items rather than necessities, ThermoSale aimed to bridge this perception gap. Leveraging real-time weather data, our campaign dynamically adapted AC offers based on temperature differentials between Kerala and globally renowned hot destinations. This unique approach was showcased on AjmalBism’s outdoor LED screens and an interactive microsite, engaging our audience in an unprecedented manner.
In execution, ThermoSale launched a microsite, providing real-time temperature comparisons and unlocking exclusive offers when Kerala's temperature surpassed that of chosen global cities. The micro-website received over 50,000+ visits, and the ambient display garnered 10,000+ views, contributing significantly to increased showroom footfall. The results exceeded expectations, with air conditioners going out of stock before the season concluded.
The campaign resonated strongly with our target audience — Kerala's middle-class demographic and first-time AC buyers. By employing gamification strategies and leveraging Digital Out-of-Home (DOOH) displays, ThermoSale not only increased showroom footfall but also positioned air conditioners as essential consumer electronics.
The success of ThermoSale speaks volumes about the power of regional marketing when done innovatively. Also, the recognition at the Big Bang Awards– a gold in Media Innovation OOH and a silver in the Media Innovation Events/Experimental marketing category reaffirms our belief that out-of-the-box regional marketing can indeed receive national-level acclamation. As we reflect on ThermoSale's success, it's clear that our approach has not only impacted immediate sales but has also shifted consumer perceptions.?The OOH & Media Innovation award is a proud acknowledgment of our ability to seamlessly merge technology and physical space, resulting in an impactful This recognition stems from the innovative integration of our microsite with the outdoor display of Ajmal Bismi, where real-time weather information was dynamically showcased. By seamlessly connecting digital and physical elements, this strategic move not only enhanced the campaign's engagement but also contributed to the overall success of ThermoSale.
At Passio Communications, we are excited about the journey ahead, continuously pushing boundaries and crafting campaigns that not only meet objectives but also redefine industry standards. ThermoSale is a testament to our commitment to innovation, excellence, and the transformative power of strategic marketing.
The campaign case study video