Saying it with a with Krispy Kreme doughnut

Digital agency Frog Walks Out has created an app on Facebook, which lets you send customised Krispy Kreme doughnuts to your dad this Father's Day

Sarmistha Neogy | Mumbai | June 11, 2014

Brands are always on a hunt for events, and they go out of their way in launching campaigns which are unique and out of their way to stand out from the rest. Until a few years ago, the concept of celebrating special days like Father's Day and Mother's Day was unknown in India. But times have changed and now these events are celebrated with fanfare as any other festival.

On this Father's Day, which falls on June 15, digital agency Frog Walks Out has come out with a unique campaign – 'Say it with a doughnut' – for its client, Krispy Kreme. This comes as an extension to the international doughnut major's media strategy “to create doughnut eating occasion for consumers”.

Commenting on the idea behind this campaign, Kapil Dhawan, Co-founder, Frog Walks Out, said, “On this Father's Day, we wanted to do something different for Krispy Kreme. The idea of conducting special contests and posting pictures revolving around the event has been done to death. We wanted to go one step further, by creating an e-commerce site on Facebook itself which would help boost the sales for the client and will encourage occasion-driven purchase.”

The agency understood that Father's Day is a great occasion for sons and daughters to connect with their fathers, especially for those who are staying away from their dads. Therefore, for this new campaign, they created a Facebook app on the Krispy Kreme India page, and anyone who logs into the application from June 6 to June 11, is asked to enter a 15-character message and their address. These personalised messages will be imprinted on the doughnuts. On the completion of the payment online, Krispy Kreme will deliver the pack of doughnuts to the address provided by the user, between June 13 and June 15, 2014.

“We have had great response so far, with approximately 90 orders till now. The only challenge faced at our end was from the technical side, in getting a licence from Facebook to operate an e-commerce site,” added Dhawan.

Frog Walks Out was founded in 2011 by Kapil Dhawan and Arnab Chatterjee. It is a digital creative agency specialising in web development, digital engagement and mobile applications. Chatterjee started his career in Trikaya Grey in 1995 and Dhawan began his career in Mudra in 1996. They had partnered in TBWA. Together they went to head creatives in agencies like Mudra, Everest and VGC before deciding to start out with Tree in 2008. Identifying digital as the future of advertising, they founded Frog Walks Out.

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