Annapurna Promo, Case study 326,000 MOBILE CARDIAC CLINICS by OMD Mumbai

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Released July 2010

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: LOW SODIUM SALT
Date of First Appearance: Jul 1 2010
Entrant Company: OMD INDIA, Mumbai , INDIA
Brand Manager: Jasmeet Arora (Hindustan Unilever)
Vice President of Digital & Emerging Media: Biraja Swain (OMG India)
Business Director of Digital & Mobility: Pankaj Parihar (OMG India)
Digital & Mobility Manager: Elton Dsouza (OMG India)
Media placement: Mobile - Application - Mobile, POS - 1st July 2010

Insights, Strategy & the Idea
Annapurna had launched the Low Sodium salt in India, on the premise that low sodium content keeps your heart younger and healthier.

Challenge: To drive awareness of the new launch, educate users on the ill-effects of high sodium on the heart, and induce them to switch to low sodium Annapurna Salt which is a low loyalty, low involvement category.

Core task: Get the housewife to CHANGE HABIT of picking the same salt and switch her brand of salt.
The target audiences were women, 25-44 years, upper class in top 22 towns.

Key Insight: India is a heart disease prone country with over 60% of its population prone to this danger. There are only 127 cardiac clinics in a country of a billion people. People tend to ignore this imminent danger as there is no quick heart checkup mechanism for poor urban audiences.

Creative Execution
We created “Mobile Cardiac Clinics” which calculated the age of your heart based on your lifestyle, health and BMI through a few simple questions. This “Mobile Cardiac Clinic” gave the user a quick check of their heart and how prone they were to this deadly disease. It also educated the user on the ill-effects of high sodium salt and presented Annapurna low sodium salt as an easy solution to keep the heart younger.

The simplicity with which the consumer could download it at modern trade outlets, or through QR code integration into print ads ensured visibility.
The mobile phone became “A Mobile Cardiac Clinic” which not only was useful for the user but also for their friends and colleagues, becoming a talking point over lunch and water cooler meetings, creating a viral impact.

Results and Effectiveness
326,000 “mobile cardiac clinics” in 12 weeks, and the brand witnessed a 15% growth in sales post the campaign.

In a country where only 36,000 ECG machines were sold in 2010, and only 127 specialist cardiac clinics exist, we created a movement and a connect for the brand; sensitising people to their own heart health, and moving them towards positive change.