2009’s mass media campaign again promoted Saffola’s free cholesterol test offer, but used mobile phones as its medium for instant 2 way interaction with people who wanted to take the tests.Step 1. The ad informed people to sms ‘Heart’ to a mobile short code number.Step 2. To which we responded asking for their postal/zip codes.Step 3. On getting the postal/zip codes, we responded with 2 M(obile) Coupons (One for the respondent and another for a loved one), address of the nearest test center and telephone number. The entire transaction took less than a minute to complete, thereby achieving Saffola’s goal of responding immediately to the respondents.On displaying the M(obile) coupons stored on their cell phones at the test centre, the respondents were able to take the free tests. The M(obile) coupons were extinguished at this point allowing us to track conversions.

With 30,000 postal codes being mapped, our audience was delighted on receiving customised information 'instantly' after responding to us. And because we responded at a time when their will to take the test was strong, a large number of people took the cholesterol test. SMS Responses Tests Taken in 2008: 79,000 12,000. 2009: 85,000 69,600A 500% increase in tests taken and at 88% lower cost than the previous year.89% of all those who sms’d us, took the test, versus 18% previous year.