Baskin Robins Online to Office Strategy Deck

The Challenge

• To drive footfalls to the Baskin Robin parlour from office goers.

Target Audience

Age: 22 years – 40 yearsGender: Male/Female

Occupation: Working in corporate offices

Attitude: Work > FamilyMoney > Time

What our target audience does online

Approach

Communicate ConvertConnect

Communication Strategy

Happy Hour Is 9 to 5!

Insight

• Happy Hour is usually connected to an hour where you get free drinks or drinks at a cheaper rate at popular hangouts.

• We take this thought of a happy hour and link it to the 9-5 workers who are usually so caught up in their work that happiness is the last thing on their mind.

• The idea is to turn the concept of Happy Hour from a drinks based idea to the idea of visiting Baskin Robins.

Why Happy Hour?

• Baskin Robins stands for Happyness and now we want to take this experience of happyness to work spaces too.

Idea: Hunt for India’s Happyest Office

• We are on the lookout for the happiest office in India and your office could be our winner.

• How? Visit the nearest Baskin Robins parlour in your area with your team. Click a team selfie and send us your entry with a description of why your office is the happyest.

• The entries posted will be pitched against each other on a site where the entry with the maximum votes wins.

Facebook: Teaser 1

• Text Description: Unbelievable right? Want to know how you can make your happy hour last all day? Stay tuned for more.

• Image copy: My happy hour is from 9-5• Image:

Facebook: Teaser 2

• Text Description: If working in your office is more play than work, then we have something exciting coming up for you.

• Image copy: Play > Work• Image:

Facebook: Reveal• Text Description: Is your office the epitome of coolness? Are your co-

workers the most awesome work buddies ever? Do you ever forget that you had to leave for home two hours ago? If you think your office is the best, then participate now. Immense glory awaits you!

• Image Copy: Hunt for the happyest workplace in India starts now! InstructionsVisit a nearby BR parlour with your teamClick a selfie and tell us why your office is the happyest.

Facebook: Sustenance

• Text Description: Happyness is in a scoop! Make your way to the nearest BR parlour and share this scoop of happyness with your work team and stand a chance to win the title of the happiest workplace in India,

• Image Copy: Your pursuit for happyness ends here!

Facebook: Sustenance

• Text Description: Happy Hours now have an all new destination! You can now feel free to thank us anytime! • Image:

Facebook• Apart from the content related to the hunt for India’s Happyest Office our other content on Facebook will be as

follows:

1) Tips to make your workplace happier- Group Exercise- Pot Luck lunches- Decorating the office together

2) Personal practices for a happyier worklife- Reach early, leave on time.- Eat Healthy

- This form of content will be generic and will benefit the audience without it being too salesy about our product.

Twitter: Teaser

• #HappyOffice is when your boss calls you into his cabin to discuss ideas rather than to give instructions.

• #HappyOffice is when successes are enjoyed as a team and failures borne as a team.

Twitter: Reveal

• If your office the epitome of coolness? Then this is your chance to grab the title of the #HappyestOfficeInIndia.

(Image with all the details will be posted here)

Twitter: Post-Reveal• Post the reveal the main aim will be to gain entries from the users.

Hence the content will revolve around the same.

We’ve got this super cool pic from _____, have you shared your teams #selfie yet? What are you waiting for? #HappyestOfficeInIndia.

Entries are pouring in from all over #India! Don’t miss out! Head over to the nearest BR parlour and participate now!

Thanks