Colgate Dental Cream – RMAI Entry
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Transcript of Colgate Dental Cream – RMAI Entry
Colgate Dental Cream – RMAI Entry
Brief
• Colgate Dental Cream was one of the last entrant in the Rs.10 price category
• Therefore the challenge was to create top of mind recall for the new pack
• Push Colgate Dental Cream as the product of Choice
Insight
• Research showed that Rs.10 segment was on the rise in rural/small towns
• Research also showed that Rs.10 was the largest recruiter to the toothpaste category
• But the consumers remained unaware that CDC was also available in Rs.10 pack
Challenge
• Announce the launch of CDC at Rs.10 price point
• Ensure that consumers in the media dark rural markets understand the ‘Rs.10’ new commercial
http://www.youtube.com/watch?v=5yin0wQj7IQ
Solution
• To attain the desired results it was absolutely necessary for the consumers to not only view the TVC but also understand the same
• To achieve this mammoth task, we went back to the drawing board
Solution
• After a lot of debate and deliberation we finally zeroed down to adapt India’s most successful television format, the “Kaun Banega Crorepati” with a twist
• Consumers were asked to watch the Rs.10 commercial on the basis of which 3 questions were thrown at them and each winner was gratified instantly
• Close to 400 Customized Temporary Hoardings put up in villages creating “Goan Goan main Hero” (Local Brand Ambassador)
Gratifying the winners
Results
• 946 villages across 7 States
• 46000+ one to one contacts
• 1.4 million footfalls • 1.3 million Rs.10 SKU
sold • 10000+outlets seeded
with Stock and CDC 10 POP
• Substantial growth in volumes – 155% in Punjab & 428% in Orissa
• Market Share Gains – – 1% in Punjab and – .5% in Orissa
• Strong Distribution Build up – – Punjab: 37,000 & – Orissa: 30,000 stores
EMVIE Gold – Best Media Innovation for MDACS
AWARDS & RECOGNITION
IAMAI – Best Mobile Voice Campaign for MDACS