MyGate, India’s largest community management application, has launched a quirky campaign – ‘Knock Knock Stories’. A creative take on the age-old knock knock tradition, the campaign highlights how MyGate’s suite of offerings eliminates the need to go knocking on a neighbour’s door for information or help. Comprising six films, the campaign also touches upon the multi-cultural aspect of gated community living.
The features highlighted via the campaign include MyGate’s Home Services, where one neighbour learns about the availability of pest control services on the app, and Buy & Sell, where MyGate users can list old items for sale or simply give them away.
Conceptualised by Autumn Grey, Knock Knock Stories has a total of six films. The first filmin the series went live for MyGate users on OTT platforms and YouTube on April 18 and has already received more than 550,000 views. The campaign has helped MyGate record a 149% increase in engagement on their targeted services so far. The following films will be aired over the course of the next month, with a radio leg to follow in June.
Speaking on the campaign, Ranjit Behera, Head of Marketing, MyGate, “At MyGate, we have been consistently in innovation mode and there’s always a new story to tell our users. Knock Knock jokes, especially around home owners going to their neighbours for basic requirements, has always been popular amongst people in the age group of 35+. Majority of our core target audience is from this demographic, and we have received excellent feedback from our users on the campaign. We look forward to highlighting more of MyGate’s dynamic solutions to our customers through the campaign.”
Bodh Deb, Sr. Vice President, Integration & Growth, AutmunGrey said, “At AutumnGREY Mumbai we have always thrived to identify a creative device to create video content, which marries topicality with the brand’s purpose. We have delivered many instrumental campaigns which have become synonymous with the brand’s personality. The Knock Knock device we thought was an interesting approach to tell MyGate’s story as it brings forth the true essence of gated community living.”
The Knock Knock campaign is yet another addition to MyGate’s portfolio of unique digital campaigns and marketing initiatives. Some of the other leading campaigns from MyGate’s suite are Just Society Things and Heroes of MyGate.