HOW FLYING MACHINE CREATES A SUCESS STORY FOR ITS NEW ICE COOL DENIMS
flying machine is India’s first home bred jeans brand, owned by Arvind mills’ garments division. Born in the year 1980, we were considered a cult for the next 10 years. now they planned to launch new denims for youths. and they named them ice cool denims. and wants to capture young consumer segment group.
Objective
flying machine wants to launch new ice cool denim for young consumers but with help of digital strategy.however number of competitive brands have launched similar denim products with digital campaigns. but flying machine wanted to stay clear with there campaign message that justify “ICE COOL DENIMS” from the rest. so they make a proper strategy and wants to execute it perfectly.
Strategy
flying machine wisely use digital strategy .they didn’t use Facebook or Twitter content strategy for there campaign. they totally changed the game by using video running strategy and make short videos ,keeping the brands image to recall in youth minds.the idea was to create 20 sec video clips which youngster could relate to and have fun watching .
3 videos then shoot around for this concept.
the first video shows a young ma reacting to a note of “Fridge Not Working” on his fridge door. cleverly he cuts out the “Not” from the sentence and converts it to “Fridge Is Working”.to prove his point he takes the drink cans from the fridge and puts cans in pockets of ‘Ice cool denims’ to show message that he wants to keep his favorite drink cool. like this other 2 videos are showing message to youngsters.
apart from this flying machine shared visuals like this for its campaigns.
Results
The social media video content strategy was fashioned around the new cool concept and got big boost to campaign of “Ice Cool Denim”with lots of view .comments and share.the video content strategy was widely liked by youngsters.the brand massage convey in the video was understood by youths. the quirkiness of video and there funny concepts grabbed attention and lead to tremendous brand recall.
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