A lot has changed Yet a lot hasn’t We add one Australia every year but bury our head in sand like...
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Transcript of A lot has changed Yet a lot hasn’t We add one Australia every year but bury our head in sand like...
A lot has changed
A lot has changed
Yet a lot hasn’t
We add one Australia every year but bury our head in sand like ostriches
do……
2.5-3 Mn people HIV+
Client Brief
• Get the condom out of the closet• Break the taboo-without treading along the
disease/fear/contraception/sexual pleasure path
Marketing objective
One more brand that need to be sold to men for smart and healthy living
The Target Audience
• Adult men -15-54/SEC CDE.• Resident of South and western part of India
(States with low condom usage as well as higher instances of AIDS)
Consumer Insight
They will use it If they say it
Media strategy
Take the bull by its horn
Too shy to say “condoms”….!!
Lets say it really loud
How was this campaign different?
Behavior change communication
• Spread over 3 stages-gradual process• Opportunities to engage with consumer• Create a seamless surround of condom
communication.
What role did media play?
• Made people say Condom aloud.
What role did media play?
• Wove condoms into the fabric of peoples’ life.
What role did media play?
• Made consumers bond with condoms!
How did we go about it ?
The three stages-First stage
STAGE I : Say CONDOM in the comfort of YOUR own space
Stage 1• “Say-Condom-Aloud” contest (Riddle) • Aired across several TV channels, radio stations and
cinema halls. • Participation by calling a voice portal and saying the
correct answer “Condom” in order to win prizes.
Contest being promoted on ground
Winners of the contest
On ground promos
20 day contest-4 lakh people participated
Partner App No of Qs. Period Circles Gratification Performance Promotions
TV Channel
Saawariya Contest 1 10 Days NationalA sony Bravia LCD
TV140K
Promos across Hindi Mass Channel
Kids ChAction Vacation
Contest100 Q on Cartoons
60 Days National
J etix Goodies; WWE goodies; Autographed
Tees
600K TV promos
TV Channel
Ek Mulakaat Sitaaron Ke Saat
5 Qs related to Star Shows
3 WeeksNational on BSNL Mobiles & Hutch
get to meet the Star Parivaar members and
spend an evening with them
700K
TV promos; Print Ads, Radio Spots and Road
Shows - launch of Star Voice
The response - at par with a high decibel consumer promo for any popular brand/movie (IVRS)
The three stages-Second stage
STAGE I : Say CONDOM in the comfort of YOUR own space
STAGE II : Express YOUR opinion as a part of larger community
The fictitious game of Kabaddi transformed into a real debate about condoms
Play Kabbadi AV Play RJ talk
Engineered controversy/debate on the issue across media
SMS polls; ‘do smart men talk Condom’
Ambient media in youth junctures
Media catalysed consumer into debating whether condoms should be “talked” about.
Result
• More than 80% of the people polled said it was OK for smart men to talk “condom” in public.
The Three stages-Final Stage
STAGE I : Say CONDOM in the comfort of YOUR own space
STAGE II : Express YOUR opinion as a part of larger community
STAGE III : Come out in open in favour of CONDOMS
Marriage AV
CNN rated this as the must have ringtone
Result• 475,000 people asked for the condom ringtone
download through the SMS short code• 200,000 downloaded the ringtone from the website • The ringtone also received footage across national
dailies and TV, International press. • Over 200 portals wrote written about the condom
ringtone. • The website received over 3.5 million hits over the
campaign period
Result
• Baseline study done at each stage by BBC WST of the campaign revealed that the message comprehension (‘talk about condoms’) rose from 2% to 61%, likeability from 61% to 89% .
Last but not the least
Condom sales through government channels grew by 85.0 million units during
the campaign period
Thank You