New TVC Launch – Selling an International Concept to Entice Indians What Was New?

Case Study Snickers

New TVC Launch – Selling an international concept to entice Indians What Was New?

Based on Being Adapted Global Campaign Physiological Needs for India

Using Bollywood Personalities The Concept

Anyone + Hunger = Diva & SNICKERS Satisfies

The campaign was aimed to run on television for only 5 weeks including a 1 week teaser Therefore…

The Objectives • Explain the DIVA concept to the masses And The Challenges • Re-familiarise audience with Rekha • DIVA concept unrecognised by the and Urmila masses • Showcase the two as DIVAS • Low advertising budgets of (only Rs • Reinforce SNICKERS as the chocolate as a 15 crore) satisfying on-the-go snack – THAT SATISFIES • Campaign only to last 5 weeks • Absence of India specific digital presence for SNICKERS • Competitive brands had legendary icons like Amitabh Bachchan promoting their products Our Strategy

Was to address consumers and media at multiple levels

In Media through gossip Online through launch linkages of celebrities of India specific online On Ground through and advertisement presence with Media Teasers reviews / marketing / engagement activities strategy stories How did we do this? Teaser

A Coffee Mug for Entertainment, Sports, Lifestyle and Marketing media across India

With the graphic questioning the ‘DIVAS’ as cricket players Media Engagement Planks

Gossip

Marketing / Features / Ad Reviews

Electronic Media Sample Media Reportagesaq2

Messages Delivered

• Rekha linked with Amitabh Bachchan again and seen as strategically challenging his advertisements for competitor brand – ‘CHOCOLATE WARS’

• Rekha equated to DIVA and recognised as perfect fit for the commercial Messages Delivered

• Positive advertisement reviews

• Concept of the advertisement

• When you start throwing tantrums, eat a SNICKERS Digital Amplifiers

Messages Delivered

• Start of the Chocolate War

• First TVC by Rekha

• The DIVA = Rekha

• Positive advertisement reviews Electronic Media

Messages Delivered

• Positive Reviews

• Rekha’s come back to the screen

• Hunger = Tantrums which is when you need to eat a SNICKERS Online Engagement

• India specific Facebook and Twitter accounts were launched which were very well received by publics

• Engagement activities across platforms included puzzles, contests, trivia, news and advertisement promotions Overall Campaign Outcome Key message delivery The DIVA concept and SNICKERS satifying cravings was communicated across national, regional and vernacular media

Advertisement recognition Best ad on diagnostics, December 1012 by HT MINT study

Advertisement recognition Among top 7 ads released in the month of December by HT MINT study

Online Offline Connect 4th most viewed video on YouTube in December 2012 according to Telegraph

Facebook Over 1.1 million followers with 58,000 conversations in the first 6 weeks

Twitter 224 followers in 6 weeks with celebrities like Miss Malini and Maria Goreti amplifying the curiosity about the teaser and the advertisement through personal tweets.

Bottom Line Impact 30% increase in sales in the first 4 weeks and a 78% increase in overall sales during the three month period of PR engagement