Janashakthi innovates promotional drive with social media and e-marketing

Janashakthi Insurance PLC’s promotional drive has taken on a totally innovative and dynamic twist with the launch of a FREE fuel promo to its FaceBook fans.

As part of the revolutionary FaceBook promo, a direct mailer has been sent out to a few thousand FaceBook users. All they need to do is to join the Janashakthi FaceBook Fan Page before 31 August 2010. Subsequently, winners will be chosen through a draw and they will stand the chance to win 30 litres of fuel each, for free.

Head of Marketing at Janashakthi Insurance PCL Paddy Weerasekera said with its more than 500 million active users as at July 2010, Facebook is by far the world’s most effective social networking site. “With its massive growth across the world the USA enjoys the largest membership of Facebook in the world. Marking it Asian presence, Sri Lanka is also an active part of this vibrant global phenomenon with several thousands of people, both young and old getting onto the band wagon”.

It is said that Facebook´s market share of page views has also trebled over the last five years. There are over 900 million objects that people interact with (pages, groups, events and community pages) while more than one million websites have integrated with Facebook Platform.

“We’re happy to re-define the paradigms of customer interaction by harnessing the phenomenal popularity of FaceBook. This is undoubtedly a magical cocktail of innovation and dynamism which takes the entire concept of marketing and promotions to the next level”, he added.

Janashakthi’s Facebook fan page – “Janashakthi Full Option” – offers its fans a wide range of updates on motor-related tips, safety tips, sports updates etc. Promotional activities will be conducted through this Facebook fan page as well. Facebook users still have the chance to join this fan page before 31 August 2010 and win 30 litres of fuel.

Partnering with Siyatha FM, Janashakthi also conducted an exciting promo at ten IOC filling stations around Colombo and Suburbs. A winner was chosen from each of the ten filling stations with all of them getting getting 30 litres of fuel each for free.

The winners in this promo were Indunil Dhanushka, T.D. Mahesha, M. Shazal Ghany, Shalani Rajapakse, S. Sachchi, W.S. Hashanthi, R.A.D.M.D. Wijesinghe, T.H. Jagath Kumara, Maheshan Wijeyerathne and N.M. Subramanium.

Similarly a well patronised e-mail marketing campaign was also conducted whereby a mailer was sent to a 75,000 strong database. The three winners of this campaign – Nalin de Silva, Ruwan Athukorala and Malaka Udawatte – received 30 litres of fuel each.

“These three endeavours have attracted an unprecedented response from the target audience and are indicative of the attraction and popularity of such forays into unconventional communication. This has spurred us on to venture into social marketing with greater zeal, with more such promotional campaigns in the future”, Weerasekera added.