Title | MAKE INDIA'S HEART HEALTHY |
Brand | PESPSICO FOOD - FRITOLAY DIVISION |
Product / Service | QUAKER OATS |
Entrant | BBDO INDIA Mumbai, INDIA |
Entrant Company: | BBDO INDIA Mumbai, INDIA |
Advertising Agency: | BBDO INDIA Mumbai, INDIA |
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 |
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.
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'
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!