|Title||PAT ON THE BACK|
|Product / Service||VOLINI PAIN RELIEF GEL|
|Category||A02. OTC Applications|
|Entrant||EVEREST BRAND SOLUTIONS Mumbai, INDIA|
|Entrant Company||EVEREST BRAND SOLUTIONS Mumbai, INDIA|
|Advertising Agency||EVEREST BRAND SOLUTIONS Mumbai, INDIA|
|Advertising Agency 2||WATCONSULT Mumbai, INDIA|
|Ms. Monika Badoni||Ranbaxy Laboratories Limited||Category Manager|
|Dhunji Wadia||Everest Brand Solutions||President|
|Rahul Jauhari||Everest Brand Solutions||National Creative Director|
|Ravi Walia||Everest Brand Solutions||Planning Director|
Our core target group is the Indian woman. She works selflessly for her family and would love to be recognized for her efforts but often ends up being taken for granted. We wanted this well-deserved recognition for her in a public forum. Social Media, like facebook was the obvious choice. However, Indian women are passive consumers of content on Facebook. Yet at the same time facebook is an extremely personal media. The challenge was to break the existing brand clutter and get through to her. In order to connect with her, we had to go through the people who are truly closest – immediate family and friends. A ‘Pat on the Back’ is a gesture that conveys respect, genuine praise, encouragement and above all ‘recognition to the other person’ But, people often hesitate in expressing their appreciation. On Women’s Day 2014, Volini launched the ‘Pat on the Back campaign’ wherein people appreciated the special women in their life by sending them a Virtual ‘Pat on the Back’. A specially designed Micro site and Facebook were prime sources of engagement. One could send across their ‘Pats’ along with a personalized message or e-card.
Our core target group is the Indian woman. Pain relief products are recalled only in troubled times. We wanted to create a platform that would make consumers remember us during moments of joy and heartfelt emotion. While the category approach is the joy of relief via pain removal, we aimed to deliver a special kind of joy to women and their loved ones.
We wanted people to reach out to their loved ones without any hesitation. And Women’s Day was the perfect excuse. We wanted to create a platform that could deliver personal messages acknowledging the critical role of these special women in people’s lives. Sending a “Pat on the Back” on Women’s Day, gives everyone a platform/opportunity to express appreciation for all the special women in their lives. During the Women's Day week, people could send their personalized Virtual Pats. Both Sender and Receiver had a chance to win exciting prizes.
The activity received an incredible 51,000+ Pats 8 days. • Increase facebook fans for Volini: 52,367 • Unique participants; 35,349 • Campaign reach; over 450,00,000 • No. of Clicks 534,098 • Likes; Over 89,000 • Shares; over 15,000 • Comments; 3,500 • More than 25,000 people, talking about us • Spontaneous brand recall increased by 15% amongst women • Till now pain relief products were remembered only in troubled times. We created a new association ‘of joy’ and heartfelt emotions in this category. • In the process, we have built an endearing property that strongly bonds women to Volini.
On Women’s Day 2014, Volini launched the ‘Pat on the Back campaign’ wherein people appreciated the special women in their life by sending them ‘a Pat on the Back’. A specially designed Micro site and Facebook were prime sources of engagement. One could send across their ‘Pats’ along with a personalized message or e-card. One had to simply like our Facebook page in order to send a pat. Pats could also be sent across through IVR integrations – SMS and toll-free phone numbers. Best messages won special gifts for both the sender and receiver. The campaign was promoted • on Television with integrations on Zoom TV • via print with Times of India in key metro editions • Radio tags and RJ mentions on Big FM and Oye. • And Web Banners Apart from this, there were on-ground activations created in corporate hubs and malls in key cities.