Credits & Description:
Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: CADBURY INDIA
Product/Service: DAIRY MILK CHOCOLATE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Creative Controller: Manisha Dutta (Madison Media)
Business director: Shekhar Banerjee (Madison Media)
Creative Operations Officer: Mallikarjun Das (Madison Media)
Category Manager- Chocolates: Bhaskar Choudhuri (Cadbury India)
Media placement: Digital Mobile - Salary Alert messages from 4 Banks- ICICI, HDFC, SBI & Axis Banks - 1st July 2009
Results and Effectiveness
Supplemented with other cross media multipliers around payday, the activity observed unprecedented impact on brand metrics. The consumer metrics on CDM as preferred sweet jumped up by 35% during the activity period. Claimed scores on CDM as an alternate to homemade sweets touched as high as 64% from the base of 40% and the brand touched an unprecedented 92% spontaneous awareness scores and 88% last one month trial scores.
A never before alliance was reached with the backend service providers to country’s top 4 nationalised banks, this was worked out in agreement with the banks to send out a special greeting along with the Salary credit SMS- “Jab Haath Mein Salary Aaye, Kuch Meetha Ho Jaye, Cadbury Dairy Milk” (With salary in your hand, let’s celebrate with something sweet, CDM).
The celebratory SMS was sent along with the Salary Credit alert to over 10 million employed people across India. The execution was channelized through multiple service providers (mobile) in association with country’s top 4 nationalised banks with salary accounts. The execution followed the salary credit cycle of banks that is - 1st, 3rd & 5th of the every month.
Insights, Strategy & the Idea
How much ever you earn, salary credit on 1st of every month (Hindi Language: Pehli-Tareekh) always calls for celebration, an occasion so pristine celebrated often by Indian middle-class families with “Meetha” (homemade sweets). Communications goal was to exemplify the payday celebration with CDM, presented as an alternate to homemade-sweets. (Chocolate Market is only 10% of homemade sweets in India)
Consumer insight: Every month-end when you are almost broke… that wait for ‘Salary Credit Alert’ in your bank account is the most awaited news for you, and we understood that…
Media Insight: Almost every bank in India today provides digital banking solution and sends SMS alert on salary credit to their account holder, “A SMS push which is not a SPAM, rather most welcomed”.
This was an untapped & uncluttered media opportunity. Media strategy was to intercept CDM in that very nick of time when they receive the celebratory SMS.
The Promo / PR Ad titled SALARY ALERT ON PAY DAY was done by Madison Media advertising agency for product: Dairy Milk Chocolate (brand: Cadbury) in India. It was released in the Jul 2009.