Tackling the Time Challenge The overall project was awarded to Continental Advertising with Max Mobility being the technology partner and UrsDigitally being the Online Marketing Partner to the entire app.
To shortlist and gather information of the pandals, MaxMobility designed a single page web app that Continental’s army of personnel would use as they went from Pandal Committee to Pandal Committee gathering relevant data, images of the past year, accolades won, the Lat Long for the google maps and more.
Some data was also getting collected in vernacular. We needed to immediately arrange for translators to convert and enter the data in English. All data needed to be approved by a backend Admin post verification to maintain the sanctity of the data.
We realised quickly that the marketing team of UrsDigitally will have literally 3 days at best to market and get people to download the app given the time frames. This meant that the entire Marketing collateral too would need to be created in just 2-3 working days and approved as well. The issue was that the marketing collateral can only be developed once the UI is frozen! The UI had to be developed in parallel and after 3 sprints across 2 days the same was approved and all changes incorporated. The next day the Marketing collaterals too were shared with Continentals team which suggested some modifications before sending for approval to IOCL. Fortunately the next set of changes to the marketing campaign were minimal.
The app went into beta testing on T-3 and then we had to reshoot all the images of the Puja Pandals as the earlier ones were all of the pandals under construction or in various stages of completion.
We decided to activate the user generated content first and did a Beta launch of the app with a contest allowing people to upload their selfies and images and enabled voting to decide which image will feature for which pandal. The marketing engine went into overdrive and the 1st day saw a shade over 1000 downloads. the next day the campaign picked up steam with a 1.1. launch enabling the live traffic update ticker. We closed at 3k odd downloads and getting featured as amongst the top 10 apps on the play store for the category and amongst the top 25 free apps to download.
Continental also activated a QR code standee at all IOCL outlets to promote the app downloads and FB Trivia contests were also started promoting app downloads.
We moved to daily coding sprints and daily uploads and by Sashti Puja we had crossed the magical milestone of 5k and made it to the top 5 list of apps n both categories. We were also fully feature complete.
On Ashtami IOCelebrations made it to the top 3. On Dusshera, the final day of the Pujas we clocked a total of 9893 downloads… just a shade below the 10k mark and we were the number 2 top app to be downloaded.
We had over 8k engaged users of which 3k+ had uploaded at-least 2 or more images. It was truly a slice of history in the making with the offline marketing, tech teams and the Digital marketing team collaborating with a wonderfully supportive team from IOCL to give the nation and Calcutta a truly interactive and almost real time updated app for celebrating the Durga Pujas.