1. Case Study – Pledging a Younger Heart
BUSINESS CASE
Saffola carried the Healthy heart campaign on print to create awareness among readers
& pledge for ‘YOUNGER HEART’. The Brand wanted to create awareness about the heart
ailments thus enable consumers to manage their heart health without a change in their
lifestyle. The challenge was to create the right content on mobile and help people
understand the risk and take necessary action.
SOLUTION
The print Ad was augmented and
carried a clear “Call for action”
prompting users to engage with the
Ad. As the reader placed the phone –
enabled with the intARact, a Happy
Birthday visual wishing the user to
celebrate for a younger-healthier heart
was played. The experience was
extended to deliver information through a heart age
calculator utility, creating stickiness around Saffola’s
initiative towards healthy heart.
RESULTS
The campaign recorded 1Lakh+ WAP Hits and 14k+ WAP Submissions across major
cities. 80% of the WAP Hits were received by people of the age 26-50. It was observed
that mostly males led in calculating their heart's age.
HIGHLIGHTS
The campaign generated a scope for improving awareness among the reader by
delivering the information directly on users’ mobile. The visual aid delivered a deeper
impact and urged more users to pledge for a Healthier Heart. The campaign created
opportunity to associate m-Health and advertising. Demonstrated how a mobile strategy
can enhance impact & returns from traditional media investments. The mobile strategy
devised ensured to reach many Indians prompting them to pledge for a healthier heart.
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