Binge Ka Boss

The King of Bingeing

Brief & background

Bingeing used to be a word largely associated with food. In more recent times it's taken on a somewhat new meaning. It's now used widely whilst referencing the act of watching serials nonstop on OTT platforms.
The core campaign idea was to tap into this current behaviour and ask customers to tell is their unique style of bingeing in a few more and chance to win some really interesting prizes.

Objectives

Keep Hathway top of mind and keep customers engaged
Tap into a trend that would guarantee good participation
Drive enquires & subscriptions where possible

Strategy

Based on the key consumer insight - we evolved a catchy somewhat colloquial contest branding called "BingeKaBoss" AKA the King of Bingeing.

We used various social media platforms using paid media to build up the curiosity of a contest a week before. We then launched the campaign and got a huge surge in consumer participation Day 1. The take away for us was to always try and find an insight that's relevant to the audience and is top of mind. It helps resonate and if the mechanics to participation is easy enough it will get people lining up.

Results

Around 1200+ people participated in the contest to share their binging story. Some amazing contest entries from customers.

Some participant fun entries:

"After my 2 young kids are asleep, I binge-watch all my favourite till 2-3 am and make up for my entertainment gaps"
"When office boredom and monotony kills your week, the weekend binge-watching rejuvenates me again #BingeKeBoss".

Binge Ka Boss

The King of Bingeing

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