Challenge
Mango based drinks were operating in a highly undifferentiated category in the beverage space. However, with category momentum slowing in 2011, challenger brand Slice was feeling the slowdown heat more than the leading brand. Data indicated that the average frequency of consumption for Slice had declined over the previous year. This was largely attributed to the sluggish growth of the key SKU that drove frequency, which was the returnable glass bottle (RGB).
The key marketing objectives were to ensure Slice RGB gained share by engaging consumers to increase the frequency of consumption and drive buzz around the brand and its key assets.
Insight
Katrina Kaif – one of the most popular Indian cinema actresses - had been an integral part of Slice communication for over 4 years and was instrumental in driving the pleasure and indulgence facets of Slice consumption.
The brand wanted to use mobile telephony with 80% penetration amongst the 36 million strong Slice audiences for whom mobiles were not just a device, they were an addiction. Calling and texting constituted more than 60% of the time spent on mobile phones.
Solution
A special RGB pack was launched in the market, with unique numbers printed under the crown (UTC) which consumers could call post-purchase. A few consumers would get lucky to find Katrina’s number UTC and take her out for a date. Others would keep buying more bottles of Slice in the hope of getting lucky.
TV was the foundation of the campaign to build a quick reach and create impactful reminders using high reach programs and properties. RJs from top radio stations got into ‘Kat fights’ to get Katrina’s number. They called upon thousands of listeners through live links seeking their help to get Katrina’s number. Eventually these RJs communicated to their audience that the simplest way to get her number was to buy a bottle of Slice.
Katrina’s vast popularity was capitalised on the web through a synchronised takeover of multiple home pages of the biggest portals in India tantalising consumers to ‘chase’ Katrina from one home page to another ending with a simple message, ‘if you want to meet Katrina cut the chase and use the simpler method of buying Slice’. The brilliance lay in the fact that this message was delivered by Katrina herself through a voice synced banner that activated once the consumer entered his mobile number, receiving an instant call back in Katrina’s voice synced with her movements on the banner ad. This was a media-first innovation that led to phenomenal buzz and engagement in a highly transactional consumer promotional activity.
Results
The campaign led to a 3% increase in RGB share and an upswing in volume growth rate by a whopping 225%. There was a 25% increase in the frequency of consumption during the campaign period and a 5% increase in the ‘Brand that has a buzz about them’ score. Over 2 million calls were received within the campaign period. The digital campaign touched an all-time highest interaction rate of 6.13% on one particular publisher property. The campaign generated PR buzz worth $1m.