100 pre-paid young mobile users are being targeted for the activity for the snacks brand ‘Stop Not’
BestMediaInfo Bureau | Delhi | April 9, 2012
Confectionery giant Perfetti Van Melle India (PVMI) has initiated a marketing activity for its snacks brand ‘Stop Not’ targeting mobile users. Through the campaign, more than 100 lakh pre-paid mobile users will be provided a chance to win free recharge worth Rs 10 by simply calling on a toll-free number and saying ‘Stop Not’. PVMI has partnered across all telecom circles for the campaign which has already attracted 4 lakh calls. The campaign is on till the month-end.
The campaign emphasises on Stop Not’s core messaging, ‘Whatever Happens… Stop Not’, and is strategically designed to tap youth in the age group of 15-24 years, keeping in mind that 96 per cent of pre-paid mobile users are young and are always running out of talktime.
Commenting on this initiative, Jayant Ambast, Director-Supply Chain, Perfetti Van Melle India, said, “Technology combined with innovation is the new mantra for marketers. We are exploring the digital platform more and more – on the web as well as mobile – to connect with our target audience. In this campaign, the brand values and the brand message are captured skillfully, i.e., ‘Whatever happens, Stop Not’. The campaign aptly weaves together two elements – Stop Not’s irresistible image and the youth’s lifeline, i.e., free mobile talktime.”
A pre-paid mobile is tagged at the moment of truth when he/she is running out of balance, and is below Rs 10. We tagged this user with a follow-up message: ‘Stop Not Talking with your loved ones. Call Toll free 18001023006 to win free recharges every hour. Whatever Happens Stop Not. T&C Apply’. Upon receiving this message, the mobile user only needs to dial a toll-free number mentioned in the message (18001023006) and simply say ‘Stop Not’ in his/her unique way. After reviewing the style in which ‘Stop Not’ is pronounced, 102 winners are selected every hour with a maximum of 1,836 winners in a day and are instantly rewarded with free recharge worth Rs 10.
The campaign has been conceptualised by Maxus India and integrates the brand’s core communication with the mobile platform.
Unny Radhakrishnan, National Director - Digital, Maxus India, said, “The power of mobile marketing especially for a mass brand is when advertising is simple. Any message recall is best achieved at a time when the relevance of that message for a consumer is high. This is exactly what this campaign delivered for Stop Not.”
Rohan Mehra, 21, a Delhi University student, was ecstatic with the contest. “My balance was low and I had to meet my girlfriend in the evening. Thanks to the contest and the recharge, I managed to meet her…Nahi toh break up ho jaata,” he said excitedly.