Compare Munafa is an eCommerce site that marries two concepts to make shopping easy and fun. One, it’s a comparison site and helps you save money by comparing prices across stores like Amazon, Flipkart, Jabong, etc. Two, it rewards shoppers with Munafa Points, which can be used to pay mobile bills, DTH recharges or even wallet money. In the launch phase, the challenge was to communicate the benefit in an interesting and engaging way and get more people to notice the brand. The budget was limited; therefore we need to do something radical and clutter-breaking
The Solution: Essentially the site offers enticements to shoppers. So how can we say this in an arresting and provocative way, tapping into the zeitgeist? The agency came up with the expression #BribeIsGood, and promoted it through print ads, radio spots, billboards, a film, Facebook posts, tweets, etc. We released the teasers first and followed them with the launch creatives. The idea was to make people sit up and notice, and once we have their attention, convey what Compare Munafa offers to the customer.
Central Idea
Teasers to Kickstart On Social Platforms
Launch Print Ad
Outdoor
With the idea being so unique, online users started tweeting about it.
Some Initial Tweets
This concept is truly unique!!!
Shopping as well as get bribe @comparemunafa http://t.co/5UUicC3MTa #BribeIsGood— Sangeeta Agrawal (@sangeetaagrawa2) October 15, 2015
Bandh karo rishtwat dena.. start karo rishtwat lena only from http://t.co/bhtASDPZ6B #BribeIsGood @comparemunafa
— Akbar Kazi (@akbarkazi_) October 15, 2015
Many rewards for shopping is here. Shop for bribes. Shop at http://t.co/oa09cw4ct0 #BribeIsGood
— Subrat (@Subratify) October 15, 2015
Eventually, #BribeIsGood received a number of tweets making it trending for a couple of hours
India Trends on Oct 15, 2015
TVC had 10k+ views on social platforms on the launch day itself which went on being the most interactive post for Compare Munafa
After an impressive launch, contests ran to engage the fans
