John Players #Buddiez Season 2 Covers 46 Colleges In 6 Cities
by Rakhi Jerly Marketing | February 15, 2016 | News
John Players, the men’s fashion brand from ITC, launched the #Buddiez Campaign to engage its young target consumers through on-ground and digital interactions over a period of two months. Across two seasons, the brand campaign has seen tremendous success among the youth resulting in the scale of engagement reaching 40000+ students and 6000+ direct participants with numerous interactions as well as 200 million+ digital impressions. The strong digital engagement and consumer participation for John Players #Buddiez also saw the campaign trending as #1 on Indian Twitter, this season.
Commenting on the importance of experiential marketing for the brand, Atul Chand - Chief Divisional Executive, ITC LRBD, said, “The experiential marketing is important for the brand given its target audience is Youth. And, today’s Gen Next is tech-savvy and evaluates a brand based on such experiences. The brand also has a very strong presence on various social media and ecommerce platforms; and keeps building experiential legs of various marketing initiatives to engage with the Youth.”
Speaking about the #Buddiez campaign, Chand adds, “The essence of brand John Players centers in a world that is about celebrating fun, freedom and friendships. Linked to this essence, the brand launched “John Players #Buddiez”, as a consumer engagement platform which hunts for India’s coolest gang that embodies such bonds of friendships.”
John Players #Buddiez Campaign have India’s youth participate in a two-month long period of engaging fun tasks on ground as well as on digital platforms; culminating into the winning gang by popular vote. The winners not only enjoys a free trip to Goa, but are also featured in an exclusive music video telecasted on Zoom TV - and thus ensuring a precious “money-can’t-buy” experience. The music video showcases the latest range of John Players clothing along with fun-filled moments of gangs having a great time in Goa.
John Players has successfully conceptualized and implemented the #Buddiez campaign for two consecutive seasons. In its second season, the activation has reached 46 colleges in 6 cities - Delhi, Mumbai, Kolkata, Bangalore, Pune, and Hyderabad plus every corner of the country through digital engagement.
Apart from being a 360 degree media amplification effort on Zoom TV, Radio Mirchi, and various digital platforms, the brand has roped in popular Zoom VJs – Manish, Teeshay,and Anuradha, for the current season. As as part of the gratification, a pool party for winners at one of the ITC Hotels’ grand five star properties has also been introduced apart from an opportunity to be featured as celebrities in the exclusive music video.
John Players, with its tradition to keep up with the millennials lives, has also brought in newer technological platforms – Dubsmash and Periscope, to engage during tasks. The current season saw participants dubbing the #Buddiez song on Dubsmash live on-ground - a first-of-its-kind in the category.
The initiative, apart from creating huge consumer engagement, has also been integrated with John Players retail stores and products, resulting in consumer acquisition and product experiences adding to the consumer franchise. Currently, the brand has 400+ exclusive stores and is widely available in key retail stores like Reliance Trends, Pantaloons etc. It is also one of the largest selling casual wear brand online on Myntra, Flipkart, and others.
John Players was launched in 2003, has been rated in Top 5 Exciting Apparel Brands for last 3 years in a row. The menswear fashion brand from ITC targets the fashion conscious, aspirational male, in the age group of 18-28 years. The brand plays extensively on the spirit of ‘fun, freedom and friendship’ which they have tried to highlight through the #Buddiez initiative.
A consumer engagement platform which hunts for India’s coolest gang, #Buddiez has reached 4k+ students and 6k+ direct participants, with multiple interactions and 200 million+ digital impressions.