MARICO

Brief

Build equity for the brand – change the brands value perception and give it an identity of its own by tapping into the brand’s media dark markets plagued with power cuts.

Solution/Execution

• Insight 1: Children’s education is a cause close to the heart of our consumer. Kids speaking in English is a source of pride for parents.
• Insight 2: Mobile penetration was 80% higher than TV.

So we launched an innovative mobile-based education platform to teach good values in English to the kids. We created 9 modules delivered in a fun sing-song manner that the kids could listen to over and over. Each module could be played back to aid retention and the service could be recommended to friends too. All of this, through a simple missed call!

RESULTS

In just 2 weeks

• 200,000 people used the service
• 15% recommended
• Scores on ‘Brand is a good quality hair oil’ shot up by 36%
• Association with cause of education grew by 43%
• Consideration rates shifted positively from 79 to 89