Cannes Lions

QUAKER OATS CEREAL

BBDO INDIA, Mumbai / FRITO LAY / 2010

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Overview

Entries

Credits

Overview

Execution

The creative solution was to go beyond just doing a 30-second spot and launch a nationwide movement to make India's heart healthy - by first getting Indians to take the online heart health test on www.goodmorningheart.com. The programme was launched on World Heart Day. (Mission to Make India Heart Healthy).The TVC announced the seriousness of the issue in a relevant manner! The message st against the backdrop of a highly stressed office environment triggered consumers to log on to the website and take the heart health test.

Print highlighted the advantages of logging on to www.goodmorningheart.com and branded October as 'Oat'ober.

The on-ground activation was used to create a direct interaction with the consumers.Online activities included Banners, Pagetakeovers on Yahoo!, eBay, and emails depending on diet profile.

Outcome

Over 165,000 registrations on www.goodmorningheart.com in just 3 months.Quaker Oats volumes have grown by 54% in Q4.TOM recall and penetration metrics in key market have gone up - from 12 to 19 (TOM) and 19 to 25 (Penetration).

Early campaign evaluation shows that 73% of Mission participants online claim positive behaviour change, eg Exercising, Eating healthy, etc.

The Intention to Purchase score for the brand is high with a Top Box score of 77%.The campaign wins the PepsiCo Worldwide Award for 'Performance with purpose'.

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