The Colgate Active Salt Taste Challenge 2013 campaign integrated the elements of 6 Toll free missed call numbers, outbound calls, WAP links, time schedulers, intelligent IVR, SMS and referral trees, thus extending engagement from the few seconds of initial viewing on a TV commercial and other media to a complete brand engagement experience.
- - 3.8 Million Missed calls were received from all media in a little under 3 months
- - Referrals reached 5 level on the Reference Chain
Hindustan Unilever’s (HUL) – Active wheel campaign was customized by integrating missed call, toll-free no. & voice SMS (OBD) with traditional mediums like radio & ground activations to achieve its desired objective of reaching consumers in media-dark markets and build top-of-the-mind brand recall.
The result was
- - 2.8 million unique consumers engaged with the brand 24 million times over a period of a year
- - 55% of the respondents were from non-TV households
The Colgate Active Salt campaign has helped the brand connect more closely with its target audience. Initiated in 2010, the campaign has delivered enhanced user experience with the passage of time, with the latest campaign receiving 6.15 million unique enrollments within 95 days