Categories Name : Mobile & Tablets

Sub-Category : Best Campaign- Use of Mobile and Mobile Monetization

Entry Name (Campaign) : Engagement in a media dark market: 81% Delivered!

Brand Name : Horlicks

Metal : Gold

Covering Note / Overall Experience

Horlicks needed to gain competitive advantage by establishing advanced scientific concepts like “Horlicks contains Bio Available Nutrients” and “Nutrition Absorption in children bodies”. Bihar is a key volume growth driver and unfortunately media dark, where reaching intended audiences by itself is a challenge. And, we needed to establish these “scientific credentials” at scale. Mobile Voice was an obvious solution given 80% plus population used mobile phones in Bihar (mostly non-internet enabled handsets). But this had limitations–One-way information delivery and fast becoming cluttered with too many brands. (we risked losing the impact of our science-based communication).
We decided to move the ante from monologue to a dialogue – using a new rural message delivery mechanism- “CONFERENCE BRIDGE TAKING THOUSANDS OF CALLERS ON ONE MOBILE CALL”- listening and conversing with the one caller at the same call.”
Using Ravi Kishan, a well-known Bhojpuri celebrity we created a scaled engagement program, Thousands of consumers had to “opt in to talk with Horlicks” and be available at a pre-designated time for the conference call. 40Lac people received a 1.5 min call about a conference bridge with Ravi Kishan and a chance to win a recharge gratification. Calls do drop off, for people who heard us for more than 30 secs in the initial call-we informed again via Out bound dialers. For people who opted in to converse on the conference bridge, we followed-up with reminder SMS’s for the appointment. The results were over whelming of the 3000 conference bridge participants, 81% recalled Horlicks Contains Bio-available Nutrients That Get Absorbed Easily and another 83% recalled “Nutrients” Are Not Being Properly Absorbed in the body of Children.

Concept

Gone are the days when only Urban consumers bought packaged goods and brands. Today growth of CPG industry in India is fueled with rural market penetration. GSK’s leading Health Food Drink brand Horlicks also sees Bihar and Jharkhand as major contributor to brand’s sales from east region.
The need for nutrition has always been high on a mother’s radar, however Nutrition absorption was a key differentiator for Horlicks in an intensely competitive market. We had the task of driving this message home for the women in rural markets of Bihar and Jharkhand.
However, rural Bihar is Media Dark- This means traditional media routes could reach only 37% of the Bihar population. Thus, we faced the challenge of identifying an apt platform to effectively reach this population, both exhaustively and cost effectively. Another big challenge we faced was determining the method and nature of content for reaching this audience. As literacy rate in such a part of the country is quite low, any text based method of conveying the campaign message was bound to be ineffective.

Innovation

Mobile Voice was an obvious solution given 80% plus population used mobile phones in Bihar (mostly non-internet enabled handsets). But this had limitations–One-way information delivery and fast becoming cluttered with too many brands. (we risked losing the impact of our science-based communication).
We were inspired by PM Modi’s Mann-ki-Baat–rural message delivery mechanism-“CONFERENCE BRIDGE TAKING THOUSANDS OF CALLERS ON ONE MOBILE CALL- listening and conversing with the PM on the same call.”
We recognized this unique opportunity to deliver beyond just reach. We created a scaled engagement program with in media dark Bihar to effectively move from a monologue to a dialogue.
The platform allowed us to attract thousands of consumers at the same time wherein they had to “opt in to talk with Horlicks” and be available at a pre-designated time for the conference call. These were huge commitments from consumers!

We needed powerful hooks to attract and retain caller interest.
1. Relevant messaging to attract opt ins from mothers interested in nutrition.
2. An impact plan to recruit mothers for the prime-time media real estate.
3. Incentives - Live Chat with a popular Bhojpuri celeb and recharges.

Execution

40Lac people received a 1.5 min call about a conference bridge with Ravi Kishan and a chance to win a recharge gratification.
Calls do drop off, for people who heard us for more than 30 secs in the initial call-we informed again.
For people who opted in, we followed-up with reminder SMS’s for the appointment.
Well, what’s a dialogue if it’s one way! On D’day-thousands called on the conference bridge- but before starting the celeb chat, we asked mothers who wanted to ask questions to press 1. Once the celebrity finished message delivery, the mothers who had opted to ask questions were unmuted and carried out a dialogue on nutrition absorption with Ravi Kishan on Horlicks.

Results

Our approach of engaging the audience with story based communication bore results.
81% recalled Horlicks Contains Bio-available Nutrients That Get Absorbed Easily.
83% recalled “Nutrients” Are Not Being Properly Absorbed in the body of Children.
The 10-minute conference bridge saw breakthrough of 29% completed listenership.
Horlicks observed an impressive 33% Increase in TOM and 12% increase L3M Usage (Vs. control panel)