iButterfly Case Study Title : Honda’s Activa i flies high with Dentsu Digital’s iButterfly Background Very often product launches end up being routine affairs with little or no innovation. The typical press meet starts with a keynote, followed with an audio visual telecast, unveiling of the product, a Q&A session followed by lunch. Launches like this are hardly memorable and certainly not engaging for the attendees.
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Brief Honda Motorcycles & Scooters India wanted to do something different for the launch of their new scooter Activa i. Something that captured the imagination of the Press – An idea that could sync up with the brand’s proposition of “Ready to Fly” Idea Dentsu Digital had the perfect solution to add a interactive and engaging twist into the launch through iButterfly – an augmented reality mobile app that allows people to virtually catch butterflies and trade them in for surprise gifts. They say “Mobile marketing technology is best when it is intuitive, simple and human like. The Dentsu Digital iButterfly mobile application is all that and more as the invitees at the Honda Activa i launch discovered to their delight.
Execution Two days before the launch, an emailer was sent to the participants of the media event asking them to download the iButterfly India app and a teaser butterfly “Ready to Fly?” was released to mark the countdown to the main event.
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On the day of the launch, hundreds of butterflies filled the venue where the invitees were asked to ‘catch’ them via the iButterfly app on their smart phones acting as as virtual nets. At a pre-determined hour, 3 types of gratification butterflies that were limited in number were released for a set duration. The invitees could trade the butterflies in for exciting merchandise. As most of the butterflies were caught many in the audience walked away as happy winners. At the end of the activity, 3 product butterflies were released throughout Delhi/NCR that gave users details of the Activa i’s amazing features like the advanced combi brake system, affordable price and great mileage.
The Results : A charmed audience who had never experienced catching butterflies on their phone and redeeming them for gifts. The final nos. : 128 Gratification butterflies caught 307 product butterflies caught Around 65 people played the game out of the 100 plus people present there
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The application saw an average engagement time of 6 minutes which is fantastic for an application. From the success of this event – looks like iButterfly will soon be taking wings – like it has across all over the Dentsu Asia Network – markets that include HongKong, Singapore, Vietnam and many more.
Get more information on iButterfly by visiting www.ibutterfly.in
