Results and Effectiveness

The campaign resulted in high association with brand attributes, significant mind measure movement and increased product sales. This enabled Hindustan Unilever to create a communication channel in rural India for promotion of other brands of the company. 1. 3 million consumers engaged 28 million times 2. 95% increase in association of Wheel its attributes 3. Over 78% callers listened to over 80% of voice content in terms of duration 4. Average consumer engaged with the brand approximately 9 times 5. Top-of-mind score upped by 20 units 6. Sales nearly doubled from 40% to almost 76%

Creative Execution

Simple elements of technology were executed - missed call to toll-free number (caller gives a missed call to a toll-free number which is captured at the server. Thereafter, an outbound response, in form of humorous voice call, is sent to the caller for entertainment). This became the most viral mobile campaign in Asia. A toll-free number was promoted via mobile and radio. By placing a missed call to this toll-free number, consumers received call-backs with humorous voice content. There was a repository of about 20 content pieces that could be pulled by the caller sequentially and consumers would get refreshed content every time they gave a missed call. Moreover, the system recognised the location of call origin and pushed content in the language mapped to that region.

Insights, Strategy and the Idea

Business Objectives: To cost effectively target rural consumers in India where traditional marketing can’t reach. Marketing Objective: To have constant, repeat yet cost effective engagement with consumer and build brand salience. Communication Objective: To create category and brand awareness mobile based humorous voice content was used for rural masses in remote, media dark locations. The content was subtly plugged-in with brand message resulting in phenomenal increase in brand recall. Target-group was mass, rural low income group with less literacy level residing in media dark locations. It was imperative to keep the campaign free for consumers as they are frugal and wary of reduction in prepaid talktime. Also, one of the key insight was that the target-group was deprived of any form of media. Target-Group– Free, Simply accessible & entertaining. Client- Cost effective reach in media-dark markets, repeat engagement, created category & brand awareness, and gave the brand an Owned Media.