1. Case Study _Sun Feast Dark Fantasy
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BUSINESS CASE
Sunfeast wanted to give its consumers a unique experiencing before consuming the
product. Along with the excitement of consuming the biscuits, they wanted the entire of
experience of the product to be special and interesting. The objective was to by bringing the
product closer to them.
SOLUTION
Sunfeast released a sensuous print ad which was augmented to deliver the famous
Sunfeast TVC and connect with social media websites onto users’ mobile phones. By just
capturing the print advertisement from users’ mobile phones, these engagements were
delivered instantly on their fingertips which they could experience at their leisure.
RESULTS
 About 3000 users engaged with the campaign with a single print insert
 75% of the users who experienced the campaign were introduced to the concept of
additional interactivity with a static print Ad for the first time.
 42% of the users accessed social media sites to express their opinion and connect
with their peers
 58% of the users engaged with the Sunfeast Dark Fantasy TVC
 It was recorded that each user, on an average engaged with all the content at least
twice
HIGHLIGHTS
 The campaign delivered the benefits of experiential marketing on the traditional
media reach
 A deeper brand engagement was created through print ads to generate higher
ROI