PLAN-T by Creativeland Asia for Parle Agro

Adsarchive » Promo » Parle Agro » PLAN-T

PLAN-T

Pin to Collection
Add a note
Industry Dairy products & Eggs, Grocery and Other foods
Media Promo & PR
Market India
Agency Creativeland Asia
Executive Creative Director Anu Joseph, Vikram Gaikwad
Art Director Maria Iqbal
Copywriter Vinit Bharucha
Account Supervisor Jay Gala
Released March 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: PARLE AGRO
Product/Service: FOOD AND NON-ALCOHOLIC DRINKS
Agency: CREATIVELAND ASIA
Date of First Appearance: Mar 26 2010
Entrant Company: CREATIVELAND ASIA, Mumbai , INDIA
Entry URL: http://www.hippofighthunger.com/plan-t
Chief Creative Officer: Sajan Raj Kurup (Creativeland Asia)
Executive Creative Director: Vikram Gaikwad (Creativeland Asia)
Executive Creative Director: Anu Joseph (Creativeland Asia)
Senior Copywriter: Huzefa Kapadia (Creativeland Asia)
Copywriter: Vinit Bharucha (Creativeland Asia)
Art Director: Maria Iqbal (Creativeland Asia)
Account Supervisor: Jay Gala (Creativeland Asia)
Media placement: Social Media - Twitter.com - 26th March 2010

Describe the objective of the promotion.
In 2010, Hippo baked munchies was successfully launched into the Indian snack market. With its simple yet insightful philosophy of ‘Hunger is the root of all evil. So, don’t go hungry.’, Hippo became a runaway success. However, its nascent sales and distribution network found it challenging to keep track of stock, and identify and re-stock empty shelves across 400,000 stores nationwide. In India, 92% of the snack market is unorganised and inventory tracking is usually a logistical nightmare. To solve this, Hippo turned to its followers on Twitter and asked them to tweet whenever they couldn't find the snack in store.

Describe how the promotion developed from concept to implementation.
Hippo had a simple yet powerful philosophy - ‘Hunger is the root of all evil. So, don’t go hungry.’ Hippo used this simple human insight to connect better with his consumers, even on Twitter. Hippo spoke to them as a hunger fighter. As more people bought into this philosophy, Hippo launched Plan-T and urged them to help him identify empty shelves and inform him via a tweet whenever they found empty shelves in their neighbourhoods. Tweets poured in from more than 50 cities. People were tweeting from their cellphones from supermarkets, hypermarkets and local grocery stores. Hippo collected this information, analysed and sent it to the local distributors of respective areas, who eventually restocked the packs.

Explain why the method of promotion was most relevant to the product or service.
As a snack brand, Hippo encouraged a simple philosophy based on a simple insight , "Hunger is the root of all evil. So, don't go hungry." Hippo struck the right chord with his audience as they bought into this simple human truth. Since Hippo stood for a cause, rather than merely selling a product, people willingly participated in his 'Hunger-Fighting' campaign. Hippo enjoyed a great response as his 'hunger-fighters' were tracking inventory, while having a larger cause at the back of their minds.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hippo gauge demand, and identify and prioritize new markets. Since demand was never a problem, by catering to it, Hippo upped his sales by 76%. For consumers, the knowledge that a mere tweet could restock their neighbourhood store with their favourite snack was highly fulfilling. Hippo could also measure the return on investment per tweet. Plan-T is now a case study taught at leading B-schools, featured in various books on online marketing. Even TWTRCON San Francisco acknowledged the innovative manner in which Plan-T solved such a technical problem. Plan-T has found a permanent place in the brand’s sales and distribution system. And, all this at almost no cost.