STORIES OF CHANGE by OMD Mumbai for Stayfree

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STORIES OF CHANGE

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Industry Tissues & Towels, Feminine Hygiene
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: JOHNSON & JOHNSON
Product/Service: SANITARY TOWELS
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: OMD INDIA, Mumbai , INDIA
General Manager: Samhita Bakre (OMD India)
Associate Media Director: Ajay Varghese (OMD India)
Group Head: Shrikant Deokar (OMD India)
Senior Planner: Farha Merchant (OMD India)
Senior Product Manager: Amod Choudhary (J&J India)
Media placement: Television - Doordarshan, Sony - 24/08/2009

Results and Effectiveness
3000+ responses received with women from across India sharing their inspiring stories in detail. Stayfree market share went up by 1% over pre-campaign period, while that of key competitor fell by 0.6%. Stayfree Secure regained #1 slot overtaking closest competitor. The campaign has now been extended to radio, and is gaining momentum as a movement to empower women through sharing. Campaign idea rooted in deep cultural understanding of the consumer, in media relevant to her life space and mind space, effectively increased bonding with brand, positioning it clearly away from key competitors.

Creative Execution
Stayfree creates and supports this campaign of empowerment. To make it work across audiences, we took the idea to 2 Television channels at 2 ends of the viewer spectrum - terrestrial channel “Doordarshan” to address the lower end of the spectrum for base product, and Satellite Channel “Sony” to address the top-end for the premium product. Campaign was integrated into a top-rated primetime soap on each channel, whose protagonists resonated the “positive change” theme in their characters. The lead protagonists promoted the programme, narrating their own story, and called women to share their “stories of change”. The entire programme was promoted on both channels through promos, aston bands, strips, in addition to ads. Multiple mechanisms were provided for user response including dedicated PO Box No., Email ID, and IVR system. Winning stories were presented on television and the women were accorded the title of “Woman of Change”.

Insights, Strategy & the Idea
Stayfree operates in a competitive category marked by low differentiation and low bonding. Audiences span social strata from the top to the bottom of the pyramid, with variants targeted by price to each stratum. However, the brand positioning is uniform across - “Ab vakt hai badalne ka” (It’s time for change now). Share of requirement was stagnating. We had to strengthen brand connection, and increase loyalty and share of usage. We needed an idea which would work across these disparate groups of audiences. Key consumer insight: Stayfree woman is rooted in family and culture, but forward looking without being rebellious. She feels Stayfree helps her live life better and make a positive change in her life The Idea: “Stories of Change” a woman empowerment campaign where Stayfree invites real women to share the positive change they made in their lives- on television, and helps them connect with and inspire other women.