August 04, 2008
A smart company has launched a campaign(OOH, TVC, Print) recently, asking user 'Kyaa Aapko K.I.L.B hai? well nothing unusual, except users thinking what is this k.I.L.B and searching in Internet for possible answers.
As on 5th August K.I.L.B is among top 10 search terms in India according to Google Trends (yesterday its at 18 th rank). I guess that's considerably number keep in mind KILB is promoted prominently using OOH and some rare TVC's
The engagement would be at different levels if the advertisers extended the campaign online they probably would have thought users wont search about KILB on internet and did not invested in online
Online/offline integration happens when advertisers/marketers look at bigger picture, gauge what different mediums can do to the campaign and execute it in a mix of mediums(if needed) than push one over the other. But in many cases agencies/advertisers end time and energies arguing the pros and cons of one medium over another
Update - Chiefbruts, says its a BigAdda Campaign and K.I.L.B Stands for Kyunkie I Love BigAdda, more on it here , So my guess(Vodafone) went utterly wrong:P
oh its not BigAdda, its form AEGON Religare Life Insurance and K.I.L.B Stands for 'Kum Insurance Lene Ki Bimari'