#Adda – a popular hangout place in Pimple-Saudagar launched its second branch in Kothurd and SETU Digital made sure it received the welcome it deserved by using social media at its best.
Kothrud is a mellow place of hard-core Punekars and they are known for their authenticity. However, the same area consists of a huge amount of youngsters and college kids who travel to other parts of the city whenever they wish to celebrate life in ‘their’ way. These people spent more time traveling and less time partying. Most of them wished to have an uber-cool hangout place closer to their home.
Well, we knew something they didn’t. #Adda, a beloved hangout place of Pimple-Saudagar decided to open it’s another branch in Kothrud on the occasion of their first anniversary. We thought we would deliver this news of absolute delight in a creative & funky way. We packed this surprise in the form of a teaser based on GIF format.
The target group of this launch was youngsters who are all about the new media and thus we decided to launch #Adda completely on digital media with no support from the mainline mediums. This helped us reach the right audience who spend most of their time on social media networks.
This new page hosted quirky GIFs that highlighted the new Katta of Kothrud which is a local term for the hangout. Also, the communion of Adda’s anniversary was delivered by posts that said – ‘We are turning two on our first Birthday!’ With a boost on Facebook, these posts were targeted at the young and happening crowd of Kothrud. The posts generated average engagement of 500 actions per post.
The news caught the eye of all the youngsters and within a week Adda Kothrud was housefull with the love it received.