HEART OK PLEASE by Madison Communication for Marico

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HEART OK PLEASE

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released September 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MARICO LIMITED
Product/Service: SAFFOLA OIL
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Entry URL: http://www.heartokplease.com
Buying Director: Gerald Roche (Madison Media)
Business Director: Monaz K Todywalla (Madison Media)
Head, Media: Aditya Save (Marico Ltd)
Brand Manager: Sharika Munshi (Marico Ltd)
Category Head: Sanjay Gupta (Marico Ltd)
Media placement: Digital-Mobile - Active Media Telecom - 24th September 2009

Results and Effectiveness

With 30,000 postal codes being mapped, our audience was delighted on receiving customised information 'instantly' after responding to us. And because we responded at a time when their will to take the test was strong, a large number of people took the cholesterol test. SMS Responses Tests Taken in 2008: 79,000 12,000. 2009: 85,000 69,600 A 500% increase in tests taken and at 88% lower cost than the previous year. 89% of all those who sms’d us, took the test, versus 18% previous year.

Creative Execution
2009’s mass media campaign again promoted Saffola’s free cholesterol test offer, but used mobile phones as its medium for instant 2 way interaction with people who wanted to take the tests. Step 1. The ad informed people to sms ‘Heart’ to a mobile short code number. Step 2. To which we responded asking for their postal/zip codes. Step 3. On getting the postal/zip codes, we responded with 2 M(obile) Coupons (One for the respondent and another for a loved one), address of the nearest test center and telephone number. The entire transaction took less than a minute to complete, thereby achieving Saffola’s goal of responding immediately to the respondents. On displaying the M(obile) coupons stored on their cell phones at the test centre, the respondents were able to take the free tests. The M(obile) coupons were extinguished at this point allowing us to track conversions.

Insights, Strategy & the Idea
Saffola is an edible oil brand positioned as 'good for heart', targeting middle and upper income groups. Studies reveal this demographic group being at high risk from coronary heart disease. To build awareness for its positioning, every year around World Heart Day, Saffola educates and enables Indians in preventive heart care by providing free cholesterol tests. 2008 campaign: The number of cholesterol tests taken remained low despite a high number of sms responses to the mass media campaign. Research revealed: After seeing Saffola’s communication, people developed the will to take the test, but in the time (8 days) that Saffola took to respond to each one of them, this will diminished. Insight: Respondents needed to be contacted immediately when their interest and will were high, with all information required and a clear course of action. Cholesterol tests reinforced Saffola as an expert in preventive heart care with its target audience.