CASE STUDY: Kaun Banega Crorepati integrate Confused.com

Provided by MSM Asia Ltd
Sony increased awareness of Confused.com with the loyal audience of Kaun Banega Crorepati (Who want's to be a millionaire)
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What was the Challenge / Background of the Campaign?

We created a branded vignette integrating Confused.com with "Kaun Banega Crorepati" (Who want's to be a millionaire) in 2011 to reflect the Confused.com brand element.

What was the Campaign Objective?

Increase awareness of Confused.com with the loyal and engaged audience of "Kaun Banega Crorepati" (Who want's to be a millionaire).

What was the Solution?

A 10 second vignette was aired during ad breaks as top which was followed by a 5 second tail bumper thereby reinforcing the message that Confused.com could help the viewers when it came to comparing insurance services.

What were the Results?

The branding exercise was successful as it linked Confused.com to one of the top properties on the channel.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details100,000 subscribers; 25 - 54 year old Adults w/ female bias
25 - 34
35 - 44
45 - 54
Female
Both
ABC1
C2
Ethnic
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALBRAND STRATEGY
SPONSORSHIP / MEDIA
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