brooke bond red label tea is healthy campaign · brooke bond red label tea is healthy campaign a...
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Brooke Bond Red Label Tea is Healthy Campaign A Dainik Bhaskar – Hindustan Unilever Ltd. Partnership Initiative
Category | Advertising Sales and Retention
Category | Marketing Solutions for Advertising Clients
INMA AWARD - 2013
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Objectives of the Campaign
Create a convincing print argument that
“TEA IS HEALTHY”
• To deliver a multiplier effect for a TV heavy – non print brand
• Partner the creative agency Ogilvy & Mather in developing a ‘print centric’ campaign which connected with the readers in their lingo and with nuances that made an emotional difference to the reader.
• Create a media plan for the brand (done by DB)
• Drive ‘Call for Action’ scores beyond TV deliveries
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A Unique Partnership
• The 4 partners namely: Client, the Creative Agency, the Media Agency and the Publication worked together to meet the stated objective of creating a multiplier effect
• Using the basic platform of TEA IS HEALTHY the campaign exhorted the readers to write in their views (SMS / Mail) to the antagonist in the ads.
• The first stage had the protagonist asking for recommendations that tea is healthy. The second stage had live respondents / readers showcased as sending their recommendations.
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An Exclusive Partnership
• The entire campaign was run exclusively in Dainik Bhaskar
• This was done to evaluate the results in complete isolation.
• The entire media plan covering 5 months (July 2012 to November 2012) was created by DB
• Various innovations on front page, in the women’s magazine section, back page and inside pages were created to add to the lustre of the campaign.
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The Power of Print
• This was the first ever attempt made by a tea brand in India to test the merit of the print medium and measure the ‘additional’ impact that print delivers
• From ad hoc to strategic, from tactical to thematic, the transformation of the campaign was complete.
• This exclusive initiative was conducted across 9 cities/editions in the states of Madhya Pradesh & Chhattisgarh, India
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• The Dainik Bhaskar campaign was launched on July 12th 2012, 10 days after the national campaign was on TV
• This was done to measure the before print and after print effect on the call-ins.
• Over all the number of call-ins grew by over 2.5 times with spikes clearly seen on the days that innovations or larger sized ads were released
Outcome / Results
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Result Highlights
On Day 1 (July 12, 2012) the
call-ins jumped from an average of 4100 to 22385 (500% jump)!
One week later, the ad
was carried in Madhurima
(our Women’s magazine)
and on that day 14140 calls were recorded
Within a week the
tally went to 120634 calls
The entire campaign generated
through DB alone tallied over 500000
calls
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Key Learnings for all Partners
a. Print does work if the language of the medium is understood well
b. Print is be a strategic choice to supplement TV heavy campaigns through its local reach / spread
c. For clearly defined objectives it is possible to monitor and measure efficacy of print for FMCG category
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Healthy Tea – Edit Support 1
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Healthy Tea – Edit Support 2
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Healthy Tea – Edit Support 3
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Launch Ad
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Healthy Tea- Theme Innovation Ad
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Respondents Sound Bytes Ad - 1
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Respondents Sound Bytes Ad - 2
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Last Ad of the Campaign