SINGING NEWSPAPER

TitleSINGING NEWSPAPER
BrandHINDUSTAN UNILEVER
Product / ServiceCLINIC PLUS SHAMPOO
CategoryA02. Best Use of Magazines/Newspapers
EntrantMINDSHARE Mumbai, INDIA
Entrant Company:MINDSHARE Mumbai, INDIA
Media Agency:MINDSHARE Mumbai, INDIA

Credits

Name Company Position
Anoop Mondal Mindshare Director
Rajesh Rao Mindshare Business Director
Prasad Kajale Mindshare Business Director

Results and Effectiveness

•Brand pyramid scores for Clinic Plus among users of competitive brands in Delhi went up by: - 16% increase in preference for Clinic Plus - 20% increase in purchase intention of Clinic plus •Post the innovation brand sales went up by: - 11% compared to same period last year - 14% higher than previous month And our Moms will forever remember how Clinic Plus made a newspaper sing a song for her. Priceless isn’t it.

Creative Execution

Navbharat Times is largest circulated daily in Delhi. By the virtue of being the oldest, it was also the most trusted newspaper. On the Sunday of Mother’s day, a thicker quality paper jacket with Clinic Plus mother’s day ad was wrapped over the newspaper. Making it look as if like the daily was wrapped inside a greeting card. A data card loaded with music was stuck to the back page. As soon as the newspaper was fully opened, a lever was released. Consequently, it automatically started singing the campaign song which was an ode for Mothers. One could read the front page Mother’s Day wishes with a background score! There was also an option to separate the jacket from the newspaper and use the ad like a normal greeting card. The innovation was executed across the entire print run of 600,000 copies in the city on 13th May, 2012.

Insights, Strategy and the Idea

Delhi is India’s largest shampoo bottles selling market. India’s oldest shampoo, Clinic Plus was consistently losing share to today’s modern day brands here. The brand stands for the warmth of a mother-daughter relationship. To bond stronger with its core TG of Moms, a campaign thanking 150 million mothers for choosing Clinic Plus was launched. The challenge was create an impact among Moms in Delhi and them closer to the brand. A celebratory song was this campaign’s biggest asset and Print is the highest reach local media in Delhi among Moms. So the Idea we hit upon was to convert print a VISUAL medium to an AUDIO medium. On Mother’s Day, we emotionally touched mothers in the most unexpected way: we made her morning newspaper sing and thank her. For an Indian mother who is only expected to serve her family. Getting appreciation for her motherhood was a significantly moving experience for our Moms.