Promoters not promoting products but first of its kind Mobile IVRS (Interactive Voice Response System) based board game - ‘Kheloge Toh Jeetoge’ (KTJ)

The three key brands Unilever needed to promote all had their own challenges that required the D2D salesmen to educate each household about their benefit, usage and effectiveness.

Domex (disinfectant) and Comfort (fabric conditioner) were both relative newcomers to their categories and suffered from low consideration

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Whilst Surf Excel Matic required consumers to buy-into the need for a premium washing detergent.

Targeting a housewife audience whose fixed household budget meant that switching or upgrading brands would ultimately mean a compromise somewhere else made the task no easier.

Tapping into the popularity of games like Snakes and Ladders and Housie (Bingo) in Indian homes, we created ‘Kheloge Toh Jeetoge’ (Play it to Win it). A series of interactive voice activated board games that could be played on the most basic of mobile phones (keeping in mind the fact that most Indian housewives don’t have a smart phone).

The D2D salesperson handed the game booklet to consumers while explaining the game play and gratification involved. To activate the games, all that the consumers had to do was give a missed call to the toll free numbers mentioned on the game board. This meant they could play the games without exhausting their talktime.

To increase participation, IVRS had a simple design and offered complete guidance on gameplay. On completion of all the games, talktime worth 50 Rupees was rewarded. Further, on purchase of any the three products they got additional 60 Rupees

Driving trial of the featured products:

- Sales conversion increased x2.5 times compared with the traditional approach.

- This increased the sales conversion from 1 in 63 homes visited (1.6%) to 1 in 18 homes (5.58%).

- Almost 65% of purchases were made within 5 days of playing one or more of the games

Improving Door-to-Door brand engagement:

- 88% of the housewives who were given the game boards, trialled the games

- 34% completed at least one game

- and 8.12% completed all four

- The average time spent playing each game was 4 mins (four times the industry average)

Reducing the cost of Door-to-Door Sales:

Our gamified approach made promoters’ jobs more efficient and our offering more effective:

- Being able to engagingly market the three brands together reduced Cost per Reach by almost 50%

- The data gathered gave us a bank of consumer profiles to help further reduce the cost of consumer interactions in the future through personalised direct messaging