Iodex Promo, Case study A QUICK CALL by Mindshare Mumbai

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A QUICK CALL

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released December 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: GLAXOSMITHKLINE
Product/Service: IODEX HEADFAST
Date of First Appearance: Dec 1 2010
Entrant Company: MINDSHARE, Gurgaon, INDIA
Business Group Head: Nilakshi Shukla (Mindshare)
Partner/Business Planning: Akanksha Jain (Mindshare)
Principal Partner/Client Leadership: Sonali Malaviya (Mindshare)
Business Director: Anisha Iyer (Mindshare)
Media placement: Mobile Campaign - Voice Calls - December 1, 2010

Insights, Strategy & the Idea

Iodex for over 100 years was perceived as a topical balm providing muscular pain relief. The task when Iodex Headfast, a balm to treat headache was launched, was to break this perception and build awareness around the new variant thereby prompting trial/sales.
It was imperative for brand growth to tap the rural markets for share gain as 70% of India is rural and urban markets are saturated. However, the critical markets were where the competition was strong among the core TG of 25-44 belonging to SEC C, D, E & R1, and R2. The task therefore was not just to drive reach but also shake competition via engagement.
Rural India is virtually media-dark with no media making any significant inroads – even the largest vehicle TV manages only 30% reach.
The recent telecom boom in India ensured 60% reach for mobile making it the unsung reach lion, offering interactivity too.

Creative Execution
In rural India, due to the absence of medical centres, people were highly receptive to personalized health announcements. Literacy rates in rural India are also very low. Thus, simple voice calling became the core communication channel.
Our strategy broke the myth that high-reach and high-interactivity are mutually exclusive outcomes of any media vehicle in India.
In rural India due to high physical labour, headaches were on the rise and quick relief therefore was critical.
Considering this need, the communication strategy was to ‘educate the consumer about quick relief techniques’.
Also, owing to low literacy, calls were made in their local language for ease of comprehension.
The 1st round was to increase awareness of the 2-minute quick relief brand proposition.

The 2nd round of calls, engaged with them with an invitation for daily headache relief tips.

The 3rd round announced an exchange offer at their nearest retail outlets, thereby inducing trials.

Results and Effectiveness
Client quote: We had a daunting challenge to achieve the seemingly impossible; pursuing ambitious growth from a media-dark market with stiff competition. Mobile made it possible to explore unchartered territory with outstanding results.
Congratulations to the team for bringing about tangible success with a relatively new medium.