MAKE INDIA'S HEART HEALTHY

TitleMAKE INDIA'S HEART HEALTHY
BrandPESPSICO FOOD / FRITOLAY DIVISION
Product / ServiceQUAKER OATS CEREAL
CategoryB02. Consumer Products & Services
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
DM/Advertising Agency:BBDO INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Ajai Jhala BBDO India CEO
Sangeet Pillai BBDO India VP, Planning
Rajdeepak Das BBDO India Executive Creative Director
Sandeep Sawant BBDO India Creative Director
Arjuna Gaur BBDO India Copywriter
Shruti Narang BBDO India Account Director
Kanika Lal BBDO India Sr. Account Executive
Mrinall K. BBDO India Account Director, Planning
Renilson Joseph BBDO India AVP, Servicing
Manish Agarwal Mindshare
Vic Sithasanan BBDO / Proximity

The Brief

The target audience were drawn from new customers. These included upper and middle class husbands and wives, 35+, health conscious, who lead a hectic life. They may look healthy, but don't realize that being truly healthy starts with being 'Heart Healthy'. Strategy: With the rise of cardiovascular diseases in India, there was a need to sensitize people to start exercising and living a healthy life to have a healthy heart. www.goodmorningheart.com helped consumers to find out how healthy their heart was.

Creative Execution

According to WHO, by end-2010, 60% of the world's heart patients will be from India. This news report helped us to start a movement to make India heart healthy. We created an online heart health test and got consumers to participate in the idea. The idea turned a relatively unknown brand like Quaker into a well recognized name. The power of the internet to create one-to-one conversations helped people take immediate action. The campaign, led by television, on-line and print, helped Quaker Oats attain overnight thought leadership in the area of heart health!

Describe the creative solution to the brief/objective.

The creative solution was to go beyond just doing a 30 second spot and launch a nationwide movement to make India heart healthy - by first getting Indians to take the online heart health test on www.goodmorningheart.com. The program was launched on World Heart Day. (Mission to Make India Heart Healthy).

Results

Over 165,000 registrations on www.goodmorningheart.com in just 3 months. Quaker Oats volumes have grown by 54% in Q4. TOM recall and penetration metrics in key market have gone up - from 12 to 19 (TOM) and 19 to 25 (Penetration). Early campaign evaluation shows that 73% of Mission participants online claim positive behaviour change, eg Exercising, Eating healthy, etc. The Intention to Purchase score for the brand is high with a Top Box score of 77%. The campaign wins the PepsiCo Worldwide Award for 'Performance with purpose'