Results and Effectiveness

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'

Creative Execution

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). The TVC announced the seriousness of the issue in a relevant manner! The message set against the backdrop of a highly stressed office environment triggered consumers to log on to the website and take the heart health test. Print highlighted the advantages of logging on to www.goodmorningheart.com and branded October as 'Oat'ober. The on-ground activation was used to create a direct interaction with the consumers. Online activities included Banners, Pagetakeovers on Yahoo & Ebay, and E-Mailers depending on diet profile.

Insights, Strategy and the Idea

Objective To encourage consumers to move from a Curative to a more Preventive approach. Gain the high ground on Heart Health and drive credentials for Quaker Oats as a Breakfast Brand. Target Audience Upper and middle class husbands and wives, 35+, health conscious, who lead a hectic life, don't have the time to take care of their health as regimented diet and exercise requires a lot of time and effort to look healthy. They may look healthy, but don't realize that being truly healthy starts with being 'Heart Healthy'. Insight:-Discovery of an important news. W.H.O. reports that 60% of the World's Heart Patients will be from India. This helped us kick start a nationwide movement to make India heart healthy. We created an online heart health test and got consumers to participate in the idea. It turned a relatively unknown brand like Quaker into a well recognized name.