For the launch of Knorr's new variant Cup-A-Soup, Hindustan Unilever has been carrying out a campaign that rides on digital. Lowe Lintas is credited with the creative concept, Omnicom Media Group for digital media planning and buying and LBi for the creative execution.
On the Knorr Cup-A-Soup Youtube channel, are ten webisodes of office goers who land in a soup (as per the popular saying), and get a reprieve with the help of Knorr Cup-A-Soup.
Watch the latest episode from the Youtube channel
Apart from Youtube, the campaign also leverages Facebook asking users to share their "soupiest" stories, and letting them create an app which lands their friend "in a soup".
We asked Harpreet Singh Tibb, category head - foods, Hindustan Unilever, about the digital campaign.
CI: Could you tell us about the background to the campaign - what was the communication task set out for the agency?
Harpreet Singh Tibb (HST): The communication task was to launch Knorr's internationally popular Cup-A-Soup brand and create a market for the instant soup category. Knorr Cup-A-Soup is aimed at office goers and hence the communication task was to reach and engage office going people in the top cities.
CI: How was the creative idea for 'Soup a Star' and 'Land your friend in a soup' developed?
HST: The campaign idea of ‘In a Soup? Crunch your way out with Knorr Cup-A-Soup’ has its genesis in the English term of ‘landing in a soup’ when one is stuck between two equally important people. Given that Knorr Cup-A-Soup is targeted at young adults and office goers, the team felt that we should encourage interactivity with our users by encouraging them to share their own ‘soupy’ stories. Thus the online contest of sharing ‘Soup mein kaun hai’ stories and becoming a 'Soup-A-Star' was born. All other elements of the campaign also centre on the ‘landing in a soup’ thought. This includes apps like ‘land your friend in a soup’ to encourage participation and interactivity.
CI: Why is the campaign purely a digital one?
HST: The communication is aimed at office-goers, who spend an average of eight hours of their day at work. They are highly inclined towards internet, office being the primary point of access. Time spent online by our target group is very high as compared to other media, thus digital was the obvious choice of medium.
CI: What have views and entries for the contest looked like so far?
HST: Over 1.7 million video views have been generated so far and some 1000 user ‘soupy’ stories shared. We have 23000 fans on the Facebook Cup-A-Soup page.
Client: Hindustan Unilever
Creative concept: Lowe Lintas
Digital media planning and buying: Omnicom Media Group
Creative execution: LBi