Isobar, the digital agency from Dentsu Aegis Network India that handles the digital mandate for Godrej Security Solutions, recently launched an ambush marketing campaign, #StayConnected, to celebrate Friendship Day.

As part of the campaign, Godrej Security Solutions tapped into the usual order of Friendship Day banter and took that on to Twitter. The brand engaged with audiences with a personalised tweet response every 30 seconds, leading to nearly half-a-million impressions for the activity. The overwhelming response from Twitterati was further leveraged when Godrej Security Solutions went on to engage in conversations with brands such as Durex and Café Coffee Day.

It is important to note here that the campaign is based on the insight that 92% of the online population today use emojis to portray an emotion, a feeling or an expression. Not to forget, there are ‘select’ emojis that we use to identity with our near and dear ones. This gives brands an opportunity to latch onto conversations and become a part of the discussion chain.

Commenting on the campaign, Ranjeet Kumar, Creative Director Isobar India said, “We knew that the idea of creating branded, bespoke emojis and ambushing the user’s conversation in a pleasantly surprising way will get us their attention. But, until it is personalized at scale with the creative use of digital, it will not have a big impact. So, we developed a custom API over our social listening tool, integrated it with an AI bot that listens, learns and engages with people on friendship day (tracking more than 100 dynamic keywords), and then contextually converses with them. For us, perception change is a long-term goal, and we have successfully kicked it off with a one-on-one dialogue with our TG.”

Speaking on the campaign, Mehernosh Pithawalla, Vice President and Global Head – Marketing, Sales & Innovation, Godrej Security Solutions commented, “We believe in innovations that make our offerings relevant in daily lives. This activity was nothing but an extension of the same ideologies. Small innovations like these that individuals can relate to, make a serious category like ours a lot more interesting.”