As we near the Cannes Lions International Festival of Creativity, Campaign India continues with its 'Cannes Contender' series.
The premise is:
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2017 International Festival of Creativity, Cannes.
Hungama Digital Service has one such entry.
The Pawsome Pedigree Programme
Most pet parents wrongly assume home food is best for their pets little realising that dogs have specific nutrient needs - different from humans. The major communication challenge for Pedigree was changing this mind set and educating the consumer on how the right nutrients affects the health of their pet and how Pedigree guarantees the five signs of good health. The core focus of our communication was ‘breaking’ the ‘habit’ of home-cooked pet meals. However that involved individual prompters standing at each of the 3,000 outlets across India which was not just a logistic nightmare but also a very expensive proposition.
We created an app that also incentivised the retailer and thus got the implicit support of the trade. The programme captured valuable data via the app that in turn led to sampling and building up loyalty. Our programme helped capture leads in a simple format, disseminated free samples and dispensed additional information as well as a discount on product purchase.
As against the Rs. 20 crore spend on TV media (2015), just Rs. 6 crore of the budget was used in the sampling programme and it proved to be very effective reaching out to the relevant audience and in getting the best return on investment since it was completely scalable.
The sampling increased from the targeted 2,500-5,000 to 30,000 per month. We achieved 33 per cent as the coupon redemption rate which is 3 times more than the average ‘high’ FMCG market standard of 10 per cent. The app brought down costs from Rs. 900 (2015) to Rs. 150 (2016) since not only were additional people not required, the generation of a unique OTP ensured that only unique pet parents were being approached and thus cutting down on spillage. Customers were pushed to the same retail store as the sampling to redeem their M-coupon. The app also helped retailers to keep tabs on the pet’s nutrition requirements basis the breed and age. Timely calls were made at regular intervals to pet parents reminding them to replenish their Pedigree stock thus ensuring repeat footfalls to the store where the product was first sampled. Small pack sales in sampled outlets registered a 2X faster growth vs other outlets.
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