Unilever Promo, Case study STICKER CHARTS by Bates Mumbai

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Industry Health & Pharmaceutical Products, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market India
Agency Bates Mumbai
Executive Creative Director Sanjay Sipahimalani
Art Director Elrid Carvalho, Suketu Gohel
Illustrator Vinayak Kurade
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: DIGESTIVE AID
Agency: BATES 141
Date of First Appearance: Mar 10 2011
Entrant Company: BATES 141, Mumbai, INDIA
Chief Creative Officer: Sonal Dabral (Bates 141)
National Creative Director: Sagar Mahabaleshwarkar (Bates 141)
Executive Creative Director: Sanjay Sipahimalani (Bates 141)
Copywriter: Elrid Carvalho (Bates 141)
Art Director: Suketu Gohel (Bates 141)
Art Director: Elrid Carvalho (Bates 141)
Illustrator: Vinayak Kurade (Bates 141)
Media placement: Stickers - Lamp Posts, Benches, Post Boxes, Public Telephones, Fire Extinguishers, Keyboard - 10th March, 2011

Insights, Strategy & the Idea
Hindustan Unilever wanted to boost sales of their digestive product - Ayush Therapy. Looking for solutions that went beyond the 100 cc press ad, the clients wanted to engage the customer in an interesting and eye-catching fashion.
As opposed to telling our customers to watch what they eat, we decided to go the opposite way and tell them that they can now eat anything, thanks to Ayush Therapy that will help them digest anything.

Creative Execution
We created special 'nutrition chart' stickers that contained random nutrition stats. These were then stuck on to anything and everything that consumers might come across - benches, lamp-posts, public telephones, post boxes, trees etc.
The nutrition sticker charts brought to the fore Ayush Therapy's simple message of 'Digest Anything' in a fun and eye-catching manner.

Results and Effectiveness
Though small, these sticker charts were absolutely unmissable. With an 8.5% increase in sales of Ayush Therapy as compared to an expected growth of 6.2%, these little stickers made a big difference.