MAKE INDIA'S HEART HEALTHY

TitleMAKE INDIA'S HEART HEALTHY
ClientPESPSICO FOOD - FRITOLAY DIVISION
Product / ServiceQUAKER OATS
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
Advertising Agency:BBDO INDIA Mumbai, INDIA

Credits

The Campaign

OBJECTIVE To gain the high ground on heart health and drive credentials for Quaker Oats as a breakfast brand. INSIGHT W.H.O. reports that 60% of the world’s heart patients will be from India. THE IDEA 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. So we launched a nationwide movement to make India heart healthy by first getting Indians to take the online heart health test. www.goodmorningheart.com helped consumers to find out how healthy their heart was.

Success of the Campaign

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'

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

HIGHLIGHTS The online test was developed in partnership with Apollo Hospitals and launched on World Heart Health Day. Multimedia campaign drove people to the site www.goodmorningheart.com Quaker re-brands October as Oat-ober! Activates the idea on ground!

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