MAKE INDIA'S HEARTS HEALTHY by BBDO Mumbai for Quaker

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MAKE INDIA'S HEARTS HEALTHY

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency BBDO Mumbai
Executive Creative Director Rajdeepak Das
Creative Director Sandeep Sawant
Copywriter Arjuna Gaur
Released September 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PEPSICO FOOD - FRITOLAY DIVISION
Product/Service: QUAKER OATS
Agency: BBDO
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: BBDO, Mumbai, INDIA
Entry URL: http://www.goodmorningheart.com
Chairman & Chief Creative Officer: Josy Paul (BBDO India)
Chief Executive Officer: Ajai Jhala (BBDO India)
Vice President, Planning: Sangeet Pillai (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Copywriter: Arjuna Gaur (BBDO India)
Account Director: Shruti Narang (BBDO India)
Senior Account Executive: Kanika Lal (BBDO India)
Account Director, Planning: Mrinall. K (BBDO India)
AVP, Servicing: Renilson Joseph (BBDO India)
: Manish Agarwal (Mindshare)
: Vic Sithasanan (BBDO / Proximity)
Media placement: Print - Times Of India, National Release - 15th September' 2009
Media placement: Television - Sony Net, Bindass Movies, NDTV 24X7 / NDTV Goodtimes, CNBC TV 18 / CNN IBN / IBN - 24th September' 2009
Media placement: Website - http://www.goodmorningheart.com - 15th September' 2009
Media placement: Onground Activation - Chennai International Half Marathon - 27th September' 2009
Describe the brief/objective of the direct campaign.
The target audience were drawn from new customers. These included upper and middle class husbands and wives, 35+, health conscious, who lead a hectic life. They may look healthy, but don’t realise that being truly healthy starts with being heart healthy. Strategy: With the rise of cardiovascular diseases in India, there was a need to sensitize people to start exercising and living a healthy life to have a healthy heart. www.goodmorningheart.com helped consumers to find out how healthy their heart was.
Explain why the creative execution was relevant to the product or service.
According to WHO, by end-2010, 60% of the world’s heart patients will be from India. This news report helped us to start a movement to make India heart healthy. We created an online heart health testand got consumers to participate in the idea. The idea turned a relatively unknown brand like Quaker into a well recognised name. The power of the internet to create one-to-one conversations helped people take immediate action. The campaign, led by television, on-line and print, helped Quaker Oats attain overnight thought leadership in the area of heart health!
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to go beyond just doing a 30 second spot and launch a nationwide movement to make India heart healthy - by first getting Indians to take the online heart health test on www.goodmorningheart.com. The program was launched on World Heart Day. (Mission to Make India Heart Healthy).
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.
Over 165,000 registrations on www.goodmorningheart.com in just 3 months.Quaker Oats volumes have grown by 54% in Q4.TOM recall and penetration metrics in key market have gone up - from 12 to 19 (TOM) and 19 to 25 (Penetration). Early campaign evaluation shows that 73% of Mission participants online claim positive behaviour change, eg Exercising, Eating healthy, etc. The Intention to Purchase score for the brand is high with a Top Box score of 77%.The campaign wins the PepsiCo Worldwide Award for 'Performance with purpose'