Lowe and PHD have won the “Warc Asia strategy prize” with the ‘Kan Khajura Tesan’ campaign for Hindustan Unilever’s unique mobile marketing concept for Rural population.
The idea, for people in rural India to call a number, leave a missed call, and get a return call that played 15 minutes of content – including ads – won the $5,000 Grand Prix cash prize.
The service gained 24 million calls and eight million unique users in six months.
The submission was written by Anaheeta Goenka and Abhijit Panicker of Lowe Lintas & Partners India.
Freddy Bharucha, CMO of Procter & Gamble Asia and chairman of Judges for the 2014 Prize commented: “The Kan Khajura paper was a clear winner. The reason is that it started with the consumer. How do you reach and engage a consumer who does not see most of the media that are out there? The results were very strong, but it all started with a rich media insight that led to the creation of a media platform. It allowed the brand to engage consumers in a very entertaining way.”
The content provided by HUL on the Platform primarily comprise Hindi, Bhojpuri and devotional songs along with RJ content. The caller can listen to 60 mins (max 64 mins) of content every month. This will be divided into 4 capsules of 15 minutes (max 16 mins) each played once in a week. The caller have to give a missed call to 1800 30000 123 to subscribe to this channel.
The “Warc Prize for Asian Strategy” is Asia’s leading competition recognising great strategic thinking in marketing. 2014 marks the Prize’s fourth year. The US$10,000 cash prize is free to enter and will be awarded to the case study that demonstrates the best strategic thinking in the region.
