IIPM business magazine and section Economy: SAFFOLA LIFE

Thursday, March 25, 2010

SAFFOLA LIFE - MADISON MEDIA INFINITY

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

GOAL: To create maximum awareness for Saffola Life’s free Cholesterol test offer to ascertain heart disease risk levels in Mumbai.

STRATEGY: Drawing a parallel with the radio – just like the heart, radio too can only be heard and not seen. A week before World Heart Day 08’, RJs aired announcements saying that they were sacrificing their ‘sound’ for the sake of Mumbai’s heart.

THE IDEA: The execution would see Mumbai’s top radio stations simultaneously go without music, ads & strangely, even RJ chit-chat – playing just the sound of a beating heart.

ONE-HOUR BEAT: On World Health Day on September 28, 2008, at 10 AM, all the six FM stations in Mumbai initiated the campaign and 10 minutes later simultaneously started playing the ‘heartbeat’ for over half an hour, which gave the listeners an opportunity to ‘Listen to their Heart’. The one-hour program ended at 11 AM. For those 30 minutes, the radio personified the heart of every listener.

EFFECTIVENESS: 1.17 million listeners not only tuned in to the broadcast but also listened to the heart beat for 18 minutes on an average. It garnered more than 22,000 SMSs for cholesterol tests and generated 93% top-of-mind awareness for Saffola Life’s association with World Heart Day, strengthening the brand’s equity on heart care.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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