LETS JUST PLAY

TitleLETS JUST PLAY
BrandGLAXOSMITHKLINE CONSUMER HEALTHCARE
Product / ServiceBOOST MILK
CategoryA01. Best Use of Television/Cinema
EntrantMINDSHARE Gurgaon, INDIA
Entrant Company:MINDSHARE Gurgaon, INDIA
Media Agency:MINDSHARE Gurgaon, INDIA

Credits

Credits

Name Company Position
Suman Saha Mindshare Associate Director
Subhamay Mukhopadhyay Mindshare Business Director
Saket Sinha Mindshare Business Director
V Balachandran Mindshare Investment Director
Mohit Bhardwaj Mindshare Business Executive

Results and Effectiveness

According to Imagery Scores (Milward Brown Brand Audit): • 30% and 45% jump in energy imagery statement amongst Kids and Moms respectively • 44% improvement in Buzz parameter (“Recently Talked about with friends”) According to Sales (AC Nielsen): • 20% higher sales growth We invested Rs.250,000. We got back a campaign value of Rs. 25 million (media coverage + event cost)

Creative Execution

Boost partnered with Nick to create a nationwide movement called Just Play. We gave 27th September 2008 a title: ‘Let’s Just Play’ Day (LJP). For 30 minutes during primetime, Nick went blank. All kids saw on the screen was a message from their favourite cartoon characters asking them to go out and play. No programs, no nothing. No option but to go out and play. It was revolutionary and never before done in Indian television history. The medium (in this case, a blank TV screen) had become the message. LJP received overwhelming support from non-stakeholders - Direct endorsement by 18 top celebrities (including members of the Indian Parliament) - Media coverage in 132 publications, 6 news channels and tens of websites. - On-air promotion rolled out across Viacom18 group channels. - Website, web banners, emails and SMS-led calls for registration - Direct interaction with 25,000+ kids and parents through events held across India.

Insights, Strategy and the Idea

Boost wanted to grow sales in India’s fiercely competitive Health drink market. The communication goals were to: • Highlight the benefit of physical development in kids • Be the preferred energy drink for kids The key insight was that with the rise of TV entertainment and the decline of public parks in urban areas, children are increasingly spending less and less time on physical sport. Over 155 Million kids or 10% of the world’s children are either obese or over weight. In India, more than 15% of children are obese. 90% of kids’ time is spent watching television. Increasingly, kids don’t just play unless it’s organised sport or a competition for a medal. We sensed a consumer opportunity in appealing to parents on the pressing need for physical development of their child. The idea was simple: to turn Kids’ TV, the biggest deterrent to active sports, into our strongest ally.