Cup shup case study_kotak campaign_april 2015

Case Study – Kotak Securities Campaign
April-May 2015
Your Brand in Customer’s hand

They Came. They Saw. They Discussed!!
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 Vendor Identification: Prior to a week of the launch of the
campaign, the CupShup team shortlisted 28 offices in Andheri ,
BKC, Parel, Lower Parel, Worli and Fort(from 90+ offices under
coverage) and 35 premium tea vendors nearby offices (from
over 1500+ vendors under coverage) keeping Kotak’s target
audience in mind
 CupShup’s commitment to ‘Swacch Bharat’. All tea vendors
were provided dustbins a day prior to the delivery. The new
dustbins provided also helped the vendors in avoiding littering
 Targeted distribution: From March-31, CupShup team started
delivering cups to offices and tea vendors . CupShup also did
targeted distribution e.g. a vendor nearby a reputed business
park in Powai was selling 3,000 cups a day, 90% of that were
target audience of Kotak Securities. CupShup provided 1,500
cups a day to that vendor
Campaign Highlights
 Objective: To increase brand awareness of Kotak Securities
among the target audience (working professionals)
 Campaign: During the campaign, a total of 1 lac kotak
branded cups were distributed at 28 offices and 35 premium
tea vendors nearby these offices
CupShup’s campaign for Kotak Securities
Targeted Distribution - Zeroing In
Campaign Summary
Total Cups Distributed (phase I) 1 Lac
No. of Days 25 days (All weekdays)
No. of Offices targeted 28 (Total 58,000 cups)
No. of Tea Vendors targeted 35 (Total 42,000 cups)
Survey Outcome
95% Brand Recall 90% Offer Recall
The Design
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CupShup’s campaign for Kotak Securities
The Outcome – CupShup’s execution excellence
 Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand
on CupShup was over 95%. People at tea stalls were appreciative of both ideas, kotak’s offer of free trading account and
the idea of advertising on hygenic Cups
 The sample size of the survey was 303 and over 95% of the audience was able to recall the brand
 Customer Delight: Customers were delighted to enjoy tea in a higher quality, much more comfortable-to-hold & premium
looking cup compared to what is generally used
 Social Responsibility: Paper cups helped in reducing the use of plastic and made the vendors more hygienic by using new
cups for each customer instead of washing and re-using the used cups. The new dustbins provided also helped the vendors
in avoiding littering
 Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but it
also saved them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns
Area Wise Distribution
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Our survey shows that 100% customers at tea vendors noticed
the advertisement and at least 90% were able to recall it when
aided
Innovative approach to get captive & exclusive audience
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Why CupShup
 Distribution Network: 400+ offices, 150+ Colleges and 1500+ Tea vendors
In addition to consumption data of offices and colleges, we have full list
of all tea vendors which includes location and more importantly the
surrounding Point of Interests, companies and colleges. This enables you
to specifically TARGET demographics to meet your campaign objectives
 Presence in 7 key cities (Mumbai, Gurgaon, New Delhi, Noida, Bangalore,
Chennai and Hyderabad)
 Exposure Time : 5-7 Minutes
The average time that a consumer is exposed to your brand, on a Tea
cup, is 5-7 minutes
 Clutter Free Advertising
CupShup ensures that your brand gets undivided attention of the
customer
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0 50 100
Airoli
Andheri/Versova/Chakala
Bandra East
Bandra West
Bhandup
Borivali
Chandiwali
Chembur/Govandi
Cotton green
Dadar
Dahisar East
Ghansoli
Ghatkopar East
Ghatkopar West
Goregaon East
Goregaon West
Govandi East
Grant Road East
Grant Road West/Malabar Hills
Jogeshwari East
Jogeshwari West
Juhu
No. of Tea Vendors
0 50 100
Kandivali East
Kandivali West
Kanjurmarg
Khar
Koparkhairane
Kurla East
Lower Parel
Mahim East
Mahim West
Malad East
Malad West
Mankhurd West
Mantralaya Fountain
Matunga
Mazgaon
Mulund
Mumbai Central/Mahalaxmi
Powai
Reay Road
Santacruz
Sewri
Sion
Thane west
Thane/Mulund East
Turbhe
Vashi
VidyaVihar East
Vikhroli
Wadala
Worli
* Indicative list. Does not include all tea vendors covered by CupShup
List of Tea Vendors under CupShup Coverage – Region wise*
No. of Tea Vendors
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0 50 100 150 200 250 300 350
Colleges
Bank
Hospitals
Industries/Offices
List of Tea Vendors under CupShup Coverage – By Point of Interest*
No. of Tea Vendors
* Indicative list. Does not include all tea vendors covered by CupShup 9

Other value added services offered by CupShup
 Multiple response options for tracking and monitoring of
customers
 SMS
 Call
 QR Codes
10

Our Key Clients
(A Times Group Company)
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For more info, please visit:
www.CupShup.co.in
Sidharth Singh
sidharth@cupshup.co.in
+91-9004212489
Sanil Jain
saniljain@cupshup.co.in
+91-9004213787
Thank You
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Case Study – Finolex Campaign
April-May 2015

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 Vendor Identification: Prior to a week of the launch of
the campaign, the CupShup team shortlisted 37 tea
vendors across hardware markets in Mumbai, keeping
Finolex’s target audience in mind
 CupShup’s commitment to ‘Swacch Bharat’. All these tea
vendors were provided brand new dustbins a day prior
to the delivery
 Targeted distribution: The delivery of cups started on
April-15 with an average of 300 cups being provided to
each tea vendor . CupShup also did targeted
distribution. For example, a Tea vendor in Lohar chawl
was also serving Tea at nearby hardware retail shops.
CupShup provided 1000 cups a day to that vendor as
per his requirement
Campaign Highlights
 Objective: To increase brand awareness of Finolex among
Plumbers, end-users and to increase connect with Retailers
 Campaign: A total of 2.05 lacs Finolex branded cups
were distributed over a period of 3 weeks at several
focused hardware markets across locations like Nul
Bazaar, Lohar Chawl, Sion Koliwada, Wadala, Ghatkopar
West, Dadar, Matunga, Cotton Green etc
 Unique connect with Retailers: In one of its kind
campaign, CupShup was also able to connect with the
retail hardware shops by serving Tea in Finolex Branded
Cups at 40 Retail Hardware shops. Team also performed a
survey to know retailer’s experience about the
Campaign, Cups and Finolex brand in general
CupShup’s campaign for Finolex Industries
Campaign Summary
Total Cups Distributed 2.05 Lakhs
No. of Days 20 days
No. of Tea Vendors targeted 37
No. of Retail Hardware stores
targeted
40
Survey Outcome
90% brand recall
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CupShup’s campaign for Finolex
 Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand on
CupShup was absolute 100%. People at tea stalls were appreciative of both ideas, Finolex’s idea of connecting with
plumbers/Retailers and advertising on Cups
Area Wise Distribution
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Case Study – Campaign for “Gabbar is Back”
March - April 2015
“The objective was to engage with the real janta at the grass root level. As the film is an
entertainer with a message, our campaign reflects the same.”
Rudrarup Datta
VP, Marketing
Viacom18 Motion Pictures

CupShup successfully completed the campaign for “Gabbar is back”…
(300 Tea vendors)
MUMBAI
(400 Paan vendors) (100 Tea vendors) (200 Paan vendors)
LUCKNOW
NEW DELHI HYDERABAD
(100 Tea vendors) (200 Paan vendors) (50 Tea vendors) (100 Paan vendors)
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…distributing 2,20,000 cups along with posters and danglers…
PATNA
VADODARA JAIPUR
PUNE
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…covering a total of 1,100 Tea Stall and 2,200 Pan vendors across 13 cities
INDORE SURAT
NAGPUR KOTA AHMEDABAD
(50 Tea vendors) (100 Paan vendors) (50 Tea vendors) (200 Paan vendors) (50 Tea vendors) (200 Paan vendors)
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 Customer Delight: Customers at tea stalls were delighted to
enjoy their tea in a higher quality, much more comfortable-to-
hold & premium looking cup compared to what is generally used
 Awareness & Buzz Creation: People loved the idea. Many
conversed about their plans for the movie while others were
reminiscent of remembering the historical gabbar flicks / tales
 Social Responsibility: Paper cups helped in reducing the use of
plastic and made the vendors more hygienic by using new cups
for each customer instead of washing and re-using the used cups
 Making a Difference: Tea vendors were happy to serve in tea
cups provided. Not only the cups were better in quality but also
saved them few bucks which they spend for buying
plastic/glass cups. They look forward to such campaigns
Creatives Used
CupShup’s campaign for Viacom18’s upcoming movie “Gabbar is Back”
Campaign Summary
Total Cities covered 13
No. of Tea vendors covered 1,100
No. of Paan vendors covered 2,200
Total Cups Distributed 2.2 lakh
Total Danglers Used 6,600
Total Posters Used 3,300
No. of days of campaign 5
Key Highlights
 Objective: To spread awareness about the upcoming Akshay
Kumar-starrer movie “Gabbar is Back”
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Key Excerpts from Media Coverage
23

Case Study – CouponDunia Campaign
February 2015

…(and like earlier) they Discussed!!
26

campaign, the CupShup team shortlisted 23 offices in Andheri
(from 65+ offices under coverage) and 25 premium tea vendors
nearby these offices (from over 1500+ vendors under coverage)
keeping CouponDunia’s target audience in mind
were provided dustbins a day prior to the delivery. The new
dustbins provided also helped the vendors in avoiding littering
 Accessories: CouponDunia branded trays and t-shirts were
provided to a few select premium tea vendors in the business
of delivering tea in nearby offices. Delivery boys wore the t-
shirt and carried the tray to increase brand awareness
 Targeted distribution: From Feb-09, CupShup team started
delivering cups to offices and tea vendors (300 cups per
vendor). CupShup also did targeted distribution e.g. a vendor
in nearby a big IT park was selling 3,000 cups a day, 90% of
that were target audience of CouponDunia. CupShup
provided 2,000 cups a day to that vendor
Campaign Highlights
 Objective: To increase brand awareness of CouponDunia
among the target audience
 Campaign: During phase I, A total of 1 lac CouponDunia
branded cups were distributed at several offices and premium
tea vendors nearby these offices. CupShup would distribute
additional 4 lac cups in other offices / areas during phase II
CupShup’s campaign for CouponDunia
Campaign Summary
Total Cups Distributed (phase I) 1 Lac
No. of Days 5 days (All weekdays)
No. of Offices targeted 23 (Total 62,500 cups)
No. of Tea Vendors targeted 25 (Total 37,500 cups)
Survey Outcome
100% brand recall
The Design
27

CupShup’s campaign for CouponDunia (Cont’d)
 Brand Awareness: People in offices & at tea stalls loved the idea and conversed with us about their online buying activity. For many,
CouponDunia was new while few were reminiscent of it remembering it as first online coupon vendor ever used
 Campaign effectiveness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand during
CupShup was absolute 100%. Customers were appreciative of both ideas, attractive discounts provided by CouponDunia as well as
advertising on hygienic paper cups
 The sample size of the survey was100 and everyone was able to recall the brand
 Customer Delight: Customers in offices were amazed to see the advertisement within their office premises while customers at tea stalls
were delighted to be able to once again enjoy their tea in a higher quality, much more comfortable-to-hold & premium looking cup
compared to what is generally used
 Social Responsibility: Paper cups helped in reducing the use of plastic and made the vendors more hygienic by using new cups for each
customer instead of washing and re-using the used cups
 Making a Difference: Tea vendors were happy to serve in tea cups provided. Not only the cups were better in quality but also saved
them few bucks which they spend for buying plastic/glass cups. They look forward to such campaigns
Key Offices targeted (daily volumes)
(800 Cups)
(400 Cups)
(400 Cups)
(200 Cups)
(300 Cups)
(100 Cups)(300 Cups)(2,500 Cups)
(800 Cups) (100 Cups)
(400 Cups)
(100 Cups)
(300 Cups)
(1,500 Cups)
(300 Cups) (500 Cups)
(1,000 Cups) (200 Cups)
(500 Cups) (300 Cups)
(400 Cups)(500 Cups)
(600 Cups)
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Case Study - Ola Cabs Campaign
November-December 2014

“It's a different campaign altogether and we crave for innovation every moment. The campaign
was meeting the customer segment we were targeting for our new product, Kaali Peeli in the
platform. The experience has been really great in dealing with the team, pretty experienced folks
in the team though new to the advertising industry. They are on their toes all the time, amazing
attitude and sorted unlike any other agencies”
Nitesh Prakash
Sr. Manager – New initiatives
Ola Cabs
30

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campaign, the CupShup team shortlisted 160 premium tea
vendors from over 450 vendors under coverage, keeping
Ola’s target audience in mind
were provided dustbins a day prior to the delivery. 10 of
these 160 tea vendors were disqualified on the day of
delivery only because they were not using the dustbin
provided
 Targeted distribution: The delivery of cups started on Nov-11
with 200 cups being provided to each tea vendor.
CupShup also did targeted distribution. For example, a
vendor in a mall of the city was selling 5000 cups a day, 90%
of that were target audience of Ola. CupShup provided
2000 cups a day to such vendors. Delivery to offices and
colleges was done as per their daily consumption
Campaign Highlights
 Objective: Launch of Ola’s new platform for booking Kaali-Peeli
Taxi
 Campaign: A total of 10 lacs Ola branded cups were
distributed at several premium tea locations, offices and
colleges across Prabhadevi, Lower Parel, Parel, Bombay
Central, Church Gate, Worli, Grant Road, Andheri/Chakala,
Chandiwali/Powai, Bandra/BKC/Mahim
 Accessories: Ola branded trays and t-shirts were provided to a
few select premium tea vendors in the business of delivering
tea in nearby offices. Delivery boys wore the t-shirt and carried
the tray to increase brand awareness
CupShup’s campaign for Ola Cabs’ Kaali-Peeli Taxis
Campaign Summary
Total Cups Distributed 10 Lakhs
No. of Days 30 days
No. of tea vendors 150
No. of Offices 52
No. of colleges 35
Survey Outcome
100% brand recall 70% offer recall
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CupShup’s campaign for Ola Cabs’ Kaali-Peeli Taxis
 Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand on
CupShup was absolute 100%. People at tea stalls were appreciative of both ideas, Ola’s Taxi-at-door-step Kaali Peeli and
advertising on Cups
 Promotional Offer Recall: A survey with a sample size of 150 people was conducted and all of them were able to recall the
brand. Further, 105 of the 150 i.e. 70% were able to recall the offer on the cup. In fact, they shared their experience of Ola
cabs with the CupShup team and suggested to advertise in their office too
Area Wise Distribution of tea vendors
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This document has been prepared by CupShup for information purposes only. No representation or warranty, express or implied, is or will be made in
relation to the accuracy or completeness of this document or any other written or oral information in connection with it and no responsibility or liability is
or will be accepted by CupShup or by any of its respective officers, employees or agents in relation to it.
CupShup and its respective officers, employees and agents expressly disclaim any and all liability which may be based on this document or other such
information, and any errors therein or omissions therefrom. In particular, no representation or warranty is given as to the achievement or reasonableness
of future projections, management targets, estimates, prospects or returns, if any.
This document does not constitute an offer or invitation for the establishment of a partnership or any of the businesses or assets described herein and
does not constitute any form of commitment or recommendation on the part of CupShup. Neither this document nor any other written or oral
information will form the basis of any contract.
Any communications or inquiries relating to this document must be directed without exception to the members of the CupShup
2B,1101,Royal Park,
Kanjur Marg(E), Maharashtra-400042
India
Disclaimer
34

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