1. BLITZKRIEG
BRAND ANTS – MEDIA
MANAGEMENT
Shikha Rajmohan
Shweta G
Tanvi Amladi
Varshaa V

2. PAST CAMPAIGNS
Target Group:
Demographics: 15-30 M F SEC AB
Psychographics:
People who love to try new things,
food lovers, early adopters, tech savvy,
adventurous, modern outlook
Market Prioritization:
With limited data available, considering
the Target Audience & our objective
being promotion of Hippo’s foreign
flavours we are focusing on the four
metros to achieve the objective. Hippo
has six different flavours and these four
metros are heterogeneous in their
composition, which means inducing
trial amidst people who have different
tastes will be easy. This is the rationale
behind choosing these markets as our
priority to start off with.
AUDIENCE & MARKET

3. DIPSTICK SURVEY:
 Based on a small dipstick survey conducted, our observation was the following:
 60% of the people are not aware of the World Toasties line of Hippo
 Out of the 40% who are aware of the line, less than half have actually tried the flavours
 Despite a dedicated campaign to Hippo World Toasties, close to a year ago , awareness & preference still remains
low
 Some people were of the opinion that Hippo is a premium, slightly expensive product
 When we gave them Hippo chips to taste, most people liked the flavours and were willing to buy it again
INSIGHT:
“For an unconventional brand like Hippo, we realised that awareness of the flavours and the first trial
was lacking. For the brand, these aspects are extremely critical to boost sales and we have therefore
aligned our entire strategy towards the same”
OBJECTIVE:
 Promote flavours of ‘Hippo World Toasties’ &induce trials
BRIEF OF NEW IDEA:
Create a property for Hippo, ‘World Food Festival’ an initiative to fight hunger & promote ‘World Toasties Flavours’. An
integrated campaign promoting through radio, digital, social media.
TASK MAP:
CURRENT DESIRED
THINK Do not know about foreign flavors, not top of mind, more expensive Aware about new foreign flavors
FEEL Neutral Positive image & liking for hippo
DO Don’t buy hippo Buy / try hippo

4. IMPLEMENTATION
PHASE 1
•RADIO: On the lines ‘World Toasties’ campaign of transcending
borders, ‘The Hippo World Anthem’ is released. The anthem
incorporates all the ‘World Toasties’ Flavours’ as a catchy jingle
format. Before and after the anthem is played, the radio jockey
talks about the ‘World Food Festival’ initiative by Hippo.
•DIGITAL: People will be asked to make a video for the Hippo
World Anthem which features all six World Toasties flavours. They
will share it on social media and the video with maximum likes
wins Hippo merchandise and a free pass to the ‘World Food
Festival’.
•CANTER VANS: Boards will be mounted on canter vans and
parked at prime locations urging people to write their ‘Fight
Against Hunger’ stories.
For e.g.: ‘I fed a hungry puppy today. I feel HippoHappy ’; ‘Shared
my lunch with my hungry friend’.
PHASE 2
•TWITTER:
•To further create awareness about the flavours of World Toasties,
people will be asked to tweet in the language of the flavour they like
(e.g. Spanish Tomato flavour-) describing Hippo in one word using the
hashtag #HippoHungryWorld. The most innovative Tweeters win
Hippo merchandise (Hippo t-shirts with quotes in Hippo’s lingo, Hippo
shaped bean bags)
•Each packet of Hippo comes with a unique alpha-numeric code, which
needs to be Tweeted with the #HippoHungryWorld. A digital OOH
hoarding will be placed at prime locations in all the 4 cities, which has
Hippo holding an empty globe. The more the tweets the globe gets
filled symbolizing hunger being fought, the hoarding updates real time,
with the globe filling up.
•YOUTUBE CHANNEL
•Creation of the YouTube channel for the videos made by Hippo
enthusiast
PHASE 3
•DIGITAL: A micro site which will be integrated with the
computer’s webcam. On holding the hippo wrapper in front of the
camera, country (i.e. Flavour) specific accessories will be displayed
on the screen. People can click their pictures wearing these
accessories. These pictures will be added to the Hippo World Map
collage. Eg.: Accessories will include the Spanish Hat, Indian Turban
PHASE 4
•WORLD FOOD FESTIVAL: The entire campaign culminates into
the grand event, ‘Hippo World Food Festival’. The festival will be a
tie-up with top-notch hotels, who will send their best chefs who
specialize in each cuisine ( it is a promotion for these hotels for we
are bringing in best chefs from there). The festival will be for two
days. In the festival, the stalls will be named after the flavours of
Hippo World Toasties. The physical boards that were installed at
various public places will be stationed at the event location.
•The festival will be open to all on purchase of passes that cost
Rs.200 (of which Rs.100 is cover charge). A portion of the proceeds
from the event will be given to NGOs that are working towards
fighting hunger.
Digital is the lead medium for the
campaign
Radio and outdoor are the support
media

5. TIMELINE
WEEK RADIO DIGITAL
ON
GROUND
OOH
SOCIAL
MEDIA-
TWITTER
YOUTUBE MICRO SITE
BANNER
ADS
CANTER
VANS
1 Release of
Hippo
world
anthem
Call for people
to make a
video using the
Hippo World
Anthem
Call for people
to make a video
using the Hippo
World Anthem
2
Tweet
#HippoHungry
World Creation of the
YouTube channel
for the videos
made by Hippo
enthusiast
Promote the
Hippo World
Food Festival
There will be 1
Twitter linked
digital OOH at
every metro at
a significant
public place,
promoting the
World Food
Festival
3
There will be a
micro site for
the Photos for
The Hippo
world map
collage
Boards on
wheels will
be put up at
for people to
share their
“Fight against
Hunger”
stories
4 HIPPO WORLD FOOD FESTIVAL
(End of week 4)

6. ESTIMATED BUDGET AND RETURNS (MONETARY OR OTHERWISE)
SR. NO. PARTICULARS DURATION
ESTIMATED COST
(in RS.)
1 PHASE 1
1.1 Jingle Production Costs 2 Weeks 20,000
1.2 Radio Spends - 200,000
1.3
Digital Banner ad campaign for Video Making
Competition (CPC model)
18 days 200,000
2 Phase 2
2.1 Twitter campaign 1 week Nil
2.2 Digital hoarding (600 ft.) 3 weeks 600,000
3 Phase 3
3.1 Digital Microsite 3 weeks 50,000
4 Phase 4
4.1 World Food Festival 2 days 1,20,00,000
ESTIMATED COST 4 WEEKS 1,28,70,000
The above budget has been
enumerated considering the 4
Metros(Delhi, Mumbai, Kolkata &
Chennai), across 4 Weeks. SOURCE: Media Agencies

7. PRACTICALITY & FEASIBILITY OF THE CAMPAIGN :
 Radio Jingle- Producing a jingle in a professional studio; tie up with leading radio station in
a certain city as our radio partner makes it easy to get rj-mentions. Due to visibility at the
grand event as radio partner these are practical and feasible.

Twitter, Facebook – With existing followers on these platforms, engaging and garnering
talk-ability using social media is feasible and has to be used in today’s time

Micro-site Digital OOH – Micro-site creation or Digital OOH are commonly used in
campaigns as a part of integration. It doesn’t require sophisticated tools for implementation

Physical Board – Hiring canter vans and transporting within the city for certain duration
gets attention with minimum spends

‘Hippo’s World Food Festival’ – Roping in people for the event will be feasible i.e, through
tie-up with top-notch hotels which will send their best chefs. Foot falls to the event will be
assured because it is being done in four metros. Large scale events in metros are practical
due to availability of infrastructure in these places

8. HOW WILL THIS CAMPAIGN HELP THE PRODUCT/BRAND AND
THE PARENT COMPANY?
 Awareness about the foreign flavors of Hippo
 The campaign induces trials, hence increase in sales and market share
 Top of mind recall
 Positive brand Image (beneficial for the brand and the parent company)
 Through the hippo goodies, we are establishing a lasting relationship
between the brand and its consumer
MONETARY OR OTHER RETURNS FOR THE BRAND
 Conversations about the brand
 Consumer engagement through likes, shares and tweets
 Trials / Purchase of new foreign flavors
 Footfalls for the event “World Food Festival”
 Consumers acting as ambassadors for the brand (since they are asked to
make videos, they will share it with everyone they know)

9. Symbiosis Institute of Media & Communication, Pune