Title | INDIA SAYS “MY HEART IS HEALTHY OR AT LEAST I KNOW IF IT’S NOT” |
Brand | PEPSI FOODS INDIA LTD |
Product / Service | QUAKER OATS |
Category | C02. Interactive Tools & Applications, including mobile advertising |
Entrant | GROUP M INDIA New Delhi, INDIA |
Entrant Company: | GROUP M INDIA New Delhi, INDIA |
Advertising/Web Design Agency: | GROUP M INDIA New Delhi, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Mr.Vinod Thandani | Group M,Interaction | Regional Mobile Director - India & South Asia |
Ms.Anisha Iyer | Group M,,Interaction | Business Director |
CHALLENGE With over 60% of the World’s heart patients in India a platform was required for Quaker Oats that forewarned people about their heart health. STRATEGY The TG with an urban lifestyle has no time for checking their heart health. The forewarning & engagement platform had to be simple & convenient for the TG. Quaker Heart Health application was used and the user could download & take the heart health test. The calculator helped monitor their progress constantly against set goals. Tips, recipes & trivia kept the TG engaged. RESULTS Over 100,000 users downloaded the application & 73% of them claim positive behavior change like exercising, eating healthy, etc.