Case Study

Fevikwik is a superior adhesive which can be applied to a wide variety of surfaces like wood, metal, plastic and more. However, it had been conventionally associated as a quick-fix product for only broken shoes or handbags. Accordingly, the perceived consumption occasions for the brand were very limited. The brand wanted to create awareness about the variety of objects that could be fixed by Fevikwik

Fevikwik is a low involvement product, one that consumers look for only when an item breaks. We needed to drive a behavioural shift of ‘preparedness for repair’ by getting consumers to realise that anything can break at anytime and Fevikwik is the go-to solution for these moments. The challenge was to get consumers to feel the need of always having a tube of Fevikwik handy for sudden emergencies.

We identified a unique opportunity to communicate the brand message.

The Iphone 6 was going to be launched in India. There were rumours around the "unbreakable screen" feature of the brand.

We saw an IDEA waiting to happen!

We fuelled a rumour via the URL of a website called www.isiphone6unbreakable.com

On clicking the link, the answer was revealed "No! But it can be fixed by Fevikwik".

The user was then led to discover other uses of the product.

The prank based website created a lot of curiosity and got people to click, inevitably sending the message of the product.

This was also promoted through a Facebook page called "Unbreakable iPhone 6".

The posts questioned users whether they thought the iPhone6 was unbreakable and also reflected on other rumours floating around the web, such as the bend test.

On Faking News, , we seeded an article titled "iPhone6 fanboys vow to break their skulls if the iPhone6 is not unbreakable".

The same was promoted across Firstpost and Faking news through banners and through their social handles.

• The campaign performed exceptionally well in creating engagement.
• Facebook: Delivered 89468 engagements, 6 times more than proposed within the same budgets.
• 5838+ fans added during the campaign with 789 post shares and 17477 post likes.
• Faking News: The article delivered 35000 views, 30% higher views than proposed.
• User spent an average of 14 minutes on the page which is very high for articles.
• Twitter: Choosing the day when #8reasonstobuyiphone6 was trending, helped build more relevance and drive enagement for the campaign through celebrity influencers like Rajiv Makhni and GKhamba