Horlicks DM HORLICKS PRO-HEIGHT ROOM by J. Walter Thompson Chennai

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency J. Walter Thompson Chennai
Executive Creative Director Priti Kapur
Art Director Iraj Fraz Batla, Kunal Gaur, Abhishek Gupta, Khurram Haque
Designer Shyamda
Account Supervisor Debarpita Bannerjee
Editor Yogesh Kumar
Released December 2009

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Dec 26 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Copywriter: Iraj Fraz Batla (JWT)
Executive Creative Director: Priti Kapur (JWT)
Art Director: Iraj Fraz Batla (JWT)
Art Director: Abhishek Gupta (JWT)
Art Director: Kunal Gaur (JWT)
Art Director: Khurram Haque (JWT)
Designer: Shyamda (JWT)
Agency Producer: Sabina Singh (JWT)
Account Head: Vikas Mehta (JWT)
Account Supervisor: Debarpita Bannerjee (JWT)
Account Manager: Anshu Gupta (JWT)
Account Manager: Pawan Soni (JWT)
Account Manager: Sujay Srivastava (JWT)
Editor: Yogesh Kumar (JWT)
Fabricator: Raibat Basu (JWT)
Media placement: Ambient Installation - 2 Days - Spencer's Plaza Mall, Chennai - 26th December 2009

Describe the brief/objective of the direct campaign.
To launch the new Horlicks variant, Horlicks Pro-Height in an unforgettable manner. TA: Kids age 6-12 years and mothers.

Explain why the creative execution was relevant to the product or service.
What better way to show mothers the effect of Horlicks Pro-Height than on their own kids? Kids saw their friends on the TV-camera. And themselves on videos shot on phones.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So we used a 1934 invention of a scientist and mathematician named Adelbert Ames to construct 'The Horlicks Pro-Height Room' based on his 'Ames Room'. The kids drank Horlicks Pro-Height and entered the room. As they walked across to exit from the other side, parent and friends saw them grow tall through the window.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A terrifically eye-catching launch for Horlicks' latest variant. 8 thousand kids and parents took part in the activity that ran on a festival weekend in Chennai's biggest mall. 3000 R's. 20 discount coupons were distributed to parents. Owing to this, as well as some more product launches in India, GSK recorded an unprecedented 24.6% growth with Net Sales at Rs.19,215 millions in the last quarter.