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Mindshare and OMD win at Festival of Media Global Awards 2013

Mindshare’s Kissanpur adjudged winner in Best Communications Strategy while OMD’s Wheel – One Missed Call campaign won awards for Best Use of Mobile

BestMediaInfo Bureau | Delhi | May 2, 2013

India has won two awards at the Festival of Media Global Awards 2013 that concluded on April 30 in Montreux, Switzerland, attended by over 360 guests. Mindshare India’s ‘Kissanpur – Where What You Grow Is What You Eat’ campaign for Kissan was the winner in Best Communications Strategy, while OMD India won the award for Best Use of Mobile for ‘Wheel - One Missed Call’ campaign.

Mindshare India’s ‘Kissanpur – Where What You Grow Is What You Eat’ campaign: With this campaign, Hindustan Unilever's ketchup brand Kissan had employed integrated media to differentiate itself in a memorable way. Kissan launched its claim “made from 100% real tomatoes” to differentiate itself and inspire consumer preference. The brand decided to let people experience the truth about the brand through the big idea – Kissanpur (or “farmers land”) – which was a way of bringing farmland to the modern urban household.

Kissanpur was a journey of real, natural experiences; where what you grow is what you eat. Kissanpur was about making kids and moms grow their own tomato plants in their homes and finally invite them to bring their tomato plants to a central location to create the “world’s first ever crowd sourced tomato farm”.

The campaign began with 2.5 million households receiving tomato seeds with their morning newspapers, encouraging kids to plant the seeds and farm at home.

Simultaneously, 80,000 kids from 55 schools across Delhi and Mumbai were greeted with tomato seeds, so they too could join the Kissanpur journey.

It takes three months to grow a tomato plant. Mindshare’s challenge was to keep kids’ enthusiasm high for this entire duration. So the agency built a microsite, www.kissanpur.co.in, where it shared tips on how to grow tomato plants. Mothers and kids shared pictures of their plants as they grew, and Kissan cheered them through social media, e-mailers, SMS, digital updates and blogs, as well as messages played on radio as well. When fruits began to ripen, Kissan showed them a vision of what their tomato plant could look like and took them for a trip to a real tomato farm!

Mindshare then launched a contest through digital and print promising to reward top 100 participants with ketchup bottles made with their own tomatoes.

The journey climaxed with the ultimate experience: A visit to their very own Kissanpur, the world’s first “crowd sourced tomato farm”. Over 45,000 children and their mothers (in some cases, parents) attended the week-long event, where they brought nearly 7,000 tomato plants and replanted them together. They learnt how tomatoes are used to make natural tomato ketchup and saw for themselves that Kissan tomato ketchup was indeed “made from 100% real tomatoes”. The winners were rewarded with customised ketchup bottles.

Consumer Engagement results:

• 2nd most trended topic on Twitter during campaign launch • 191,297 unique visits to www.kissanpur.co.in • 175,000 children and their parents engaged online, at schools and outdoor events • 150,000 new fans on the Kissan Facebook page • 3.5 million seeds distributed • 8 million consumers within the target group reached through media • Earned a PR of approximately $70,000

Brand results:

• Achieved 31% value growth and 23% volume after the campaign • Average consumption increase by 7% for India’s largest ketchup brand which had a declining market share, that too in a commodity market • Share of Endorsement of 49% on ‘made from 100% real tomatoes’; a positive differentiation created for Kissan Ketchups

OMD India’s ‘Wheel - One Missed Call’ campaign: Through this campaign, the detergent brand Wheel reached out to rural India through the 'missed call' concept. The brand needed to reach the media dark states of Uttar Pradesh and Bihar in order to push brand awareness, sales and market share. The TG used their resources wisely and was not the spendthrift kind. This had to be tied to the fact that Wheel gave consumers more washes at a lesser cost.

Wheel decided to link the act of giving a missed call and being clever with saving money with the brand. The idea was that Wheel actually gave you more washes at a lower cost. So every time consumers gave a missed call, they would get a call back from their favourite movie star Salman Khan who would share a laugh with them, all brought to them by Wheel. Leveraging their frugal behaviour coupled with Bollywood stardom and humorous call-back massages, Wheel connected and engaged with a lot of consumers. Thirty pieces of unique content personalised in the dialects of the locations were created and distributed via mobiles.

To participate in this campaign, a user had to give a missed call (an incomplete call where a person hangs up after one or two rings on dialling a number) on the toll-free number. The system would recognise the telecom circle where the call is coming from. A call would go back to the consumer with content customised as per the language of the telecom circle. The consumer got to listen to the joke in his/her language. The call ended with a brand salutation and the audience was told to call again if they wanted to listen to more jokes.

The toll-free number was promoted through POS, print, a tie-up with shows like ‘Khushiyon Ki Doli’, All India Radio (AIR) in Uttar Pradesh and Bihar, outbound calls to the TG and text messages containing the toll-free number.

The ‘One Missed Call’ campaign delivered huge results: it generated 14.7 million missed calls! The campaign reached around 1.5 million of the rural population. Also, there was a 300 per cent increase in brand sales in Uttar Pradesh and Bihar due to this campaign.

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