India's CenturyPly launches 'Webditude' interactive digital website ahead of TV, print marketing campaign, aims to highlight strength, durability of range of multi-use plywood, laminates, decorative veneers in 'challenging' product sector
June 6, 2014
– CenturyPly, the largest seller of multi-use plywood, laminates and decorative veneers in the Indian organized plywood market has launched its first ever interactive digital campaign. CenturyPly launched their new communication 'Khushiyon Ka Rangmanch' on the digital platform before it went on live on other media like print and TV. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive digital campaign.
CenturyPly operates in a category that is only 30 per cent organized, since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.
"We were thrilled to create and run the first-ever digital campaign for CenturyPly, because the product segment is very challenging and unique. But witnessing the digital revolution in India in all segments & verticals, we understand this was the right time for CenturyPly to step into the digital world and connect with the target audiences. To engage and create a successful digital campaign for a heritage brand like CenturyPly, conviction in the brand's philosophy and an innovative approach was required. We are extremely thankful to CenturyPly for their faith in us and giving us this opportunity." Said Santosh Kumar, Co-founder, Webitude (A part of Digital Quotient)
"CenturyPly is the industry leader for a reason- it's huge portfolio. And that was the design challenge. Let consumers both find and discover products as per their requirement. Key objective was to demystify the category and let users make informed choices." Said, Asim Sah, Creative Head, Webitude (A part of Digital Quotient)
The new communication was launched by introducing the new website and announcing the communication on Twitter wherein the campaign was built on the brand line 'Khushiyon Ka Rangmanch' wherein users were invited to share their furniture stories with which they have an emotional connect with. The Twitter campaign has turned into a huge success for a product in this segment considering the numbers that it managed to garner:
Volume: 5000+ tweets
Timeline deliveries (impressions): over 5 million
People reached (unique users): 4 lakh +
Hashtag trended in India for 5.30 hours
"Given the greater than before internet penetration, businesses are increasingly shifting their attention from the traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team's understanding of the brand and the Digital landscape", said Amit Gope, Head of Marketing, CenturyPly India.
There are plethora of opportunities to be explored in the digital space for CenturyPly, and following the successes of the brand's innovative approach in the traditional mediums. Audiences should be sure to expect many more exciting campaigns by CenturyPly in the Digital space in the days to come.
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