JK Cement's Interactive Mobile Ad Leveraging Gyroscopic Sensors And Weather APIs Unveils JK ShieldMaxX Waterproof Putty During Monsoons; Achieves 5X Higher CTR
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about JK Cement
JK Cement Ltd., one the leading grey cement manufacturers in India and white cement manufacturers globally, are renowned for product quality and technological prowess in infrastructure development.
what JK Cement wanted
to promote its premium wall putty, JK ShieldMaxX, as the ultimate solution for protecting walls during rains.
to increase brand recognition, recall and awareness among users
to educate consumers about JK ShieldMaxX's USPs, and drive engagement
to capture a significant share of the wall putty market, during the rainy season
branding solution offered by mCanvas
gyroscopic motion sensors
draw X in the Air
how the campaign was executed
leveraging gyroscopic motion sensors, users were prompted to draw an X in the Air with their phones to form the JK ShieldMaxX logo, showcasing its effectiveness in protecting one’s home against dampness and flaking.
using mCanvas' rich media mobile ad format, with scroller & sticker, to engage users.
triggered by weather APIs, the ad reached users during the rains, by reminding homeowners of problems caused by rains, including 'papdi,' 'daag dhabbe,' and 'phoolna,’ with captivating audio & visuals.
execution
The ad began showing a house with rain and thunderstorm animations and sounds. The copy read, “Raining Outside! Scared of damp walls?”
It then zoomed inside the house to reveal visuals of the interiors damaged by 'Papdi,' 'Daag Dhabbe,' and 'Phoolna.' An outline of an X appeared on the screen, offering users a solution to protect their homes from water damage.
Users were instructed to draw an X in the air with their phone. Once done, they saw the X of the JK ShieldMaxX logo being formed, while the damp walls transformed into perfect condition.
The screen zoomed out to reveal the house in pristine condition, being protected from the rains by a large shield. The closing screen featured key visuals and the CTA: KNOW MORE, which led users to the landing page when tapped.
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see the results for yourself
1.6 MN
2%*
5.7X higher than industry standards
10 secs
MOAT by Oracle
43.63%
on Screen %
impressions where at least 1 pixel of the ad was in-view with focus
54.60%
In-View %
unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second
60.04%
Fully On-Screen %
impressions where the ad surface was 100% on-screen for any period of time
94.40%
IVT
unfiltered impressions that were determined to be delivered to an invalid endpoint
campaign performance data
top 5 devices as per engagement
Brand Head, JK Cement
Global Business Director, Neelmay
Crompton's QuietPro Campaign With 360-degree Virtual Kitchen Silenced Competitors; Amazed 9.4MN Users And Achieved 4.6X Higher CTR
JK Cement's Interactive Mobile Ad Leveraging Gyroscopic Sensors And Weather APIs Unveils JK ShieldMaxX Waterproof Putty During Monsoons; Achieves 5X Higher CTR
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