Insight
Two in four women in India are at risk of heart-disease due to increasing body-weight. Lack of awareness of this grim-fact led to women ignoring their weight which proved fatal. Saffola, front-runner of the Indian heart-care-movement, wanted to own this connect of increasing-weight to heart-risk thereby consolidating its position as the “Expert-in-Heart-Care”.
Saffola is one of the foremost names in heart-care in India. Saffolalife is a not for profit banner under Saffola which has led the heart-care movement in the country through several campaigns. World Heart Day(WHD) is a time when this Brand makes Indians wake up and take note of their heart-health using disruptive media campaigns.
Over the last two years with increasing competition in the heart healthy oils space, Saffola’s growth rate was on a decline and so were the “Good-for-Heart” brand imagery scores. It was imperative for Saffola to re-establish its superiority and expertise in the crowded heart health space with a thought leadership-driven campaign idea.
Research revealed that since there was only a LATENT-CONNECT between increasing body-weight and heart-risk in the minds of the consumer, the key motivation to lose weight was to improve extrinsic beauty rather than heart-health.
Amidst a busy day’s schedule of juggling between household-chores, children and other family obligations, homemakers are left with ‘NO TIME’ to follow a regular exercise regime. Her attempts at weight-management were often half-hearted and irregular since she always prioritises the needs of her family above her own. When it comes to fulfilling her own health needs, she finds herself emotionally dependent on her support system, primarily her husband, to handhold her just as she does for him.
How could Saffolalife overcome this prevalent socio-cultural barrier to raise awareness towards women’s heart-health and also enable women to act towards it on a regular basis?
Strategy
In Indian households, the daily leisure time had become synonymous with prolonged media consumption. After a daylong work schedule on desk bound jobs and taking care of the families unending demands, the chosen route to unwind in the evening was by watching prime time TV shows and browsing through social media. ‘Binge-watching’ of media content caused inactivity and sedentary lifestyles which ultimately led to weight gain and heart-diseases amongst women.
Saffolalife thus strategically embarked upon, sensitising the man of the house towards his woman’s ignored heart-health through thoughtful media interventions which reminded him to consume less of Media in order to SAVE TIME and HAND-HOLD her to take the desired action of going for a daily 30 minute walk to Protect Her Heart.
The core strategic thought was to convert the role of media - from a cause of DISTRACTION to a source of INSPIRATION - thereby urging him to SAVE TIME to accompany HER for a walk which would Protect Her Heart.
On World Heart Day, Saffolalife partnered with popular media channels to OWN UP the responsibility and appeal to its viewers to NOT WATCH them and use that time to go for a 30 minute walk instead. Through the day, it followed the viewer through meaningful media interventions on Print, Digital & TV reminding them to save time by consuming less media.
The campaign took a strategic approach:
• Sensitise: Created conversations around women’s heart-health and linked it to body weight across online/offline media
• Enable & Amplify: Partnered with multiple media channels/vehicles to urge consumers to save time by logging off in order to go for a 30 minute walk to Protect Her Heart
• Assessment: Drive people to take the online Weight- Heart test and recommend a customised fitness plan
Execution
TVC – Madison Media seeded the thought of the increasing risk of heart-diseases among women due to increasing body-weight.
Digital – Saffolalife Weight-Heart-Test meter which is a unique assessment test that measures heart-health basis your fitness indicators encouraged users to key in their weight & BMI, basis which a scientific calculator computed their heart risk and also recommended a weight loss goal along with a diet and walk plan.
Blogs & Influencers - Created shareable content around women’s heart-health
Print & Digital Editorials – Research study commissioned by Saffola Life on this subject was published and propagated across several publications and online platforms.
Cinema - The cause also found support from the film distribution fraternity with cinema halls across the country running the campaign pro bono.
TV - The agency partnered with India’s leading general-entertainment-channel and got their lead faces which were the channel identity to urge the viewers to watch less of them so that they could take out time for a 30 minute walk.
Digital - Display as a channel reminded them to disconnect from the virtual world and spend time to protect-her-heart using time-triggered sequential banners. These banners followed the consumers on different display touch-points and reminded them to log off.
On-ground - Bollywood & TV celebrities joined hands with Saffolalife in support of the cause by initiating the FIRST COUPLE-WALKATHON event where 100 COUPLES walked together.
Saffolalife World-Heart-Day Microsite was the central engine binding the campaign together – a repository of heart-weight tests and relevant content.
Results
1. Growth in Brand’s imagery Scores:
a. “Good for Heart” imagery score grew from 48% in July’15 to 64% in Oct’15.
b. Spontaneous awareness increased 82% in July’15 to 91% in Oct’15.
2. Overwhelming participation for the cause from across India:
a. Influencer’s like TV protagonist & Bollywood celebrities joined hands for the cause by hosting the first ever couple walkathon with over 100 couples walking together to protect her heart
b. 7.2 million reached only through online influencer programme.
c. 20,000+ online Heart-Weight tests taken.
3. Campaign achieved huge audience pull through Digital media:
a. 11 million impressions received for the campaign reaching 3.5 million people.
b. 0.4 million total video reach across YouTube & Facebook platforms with 11% completion rate on full video view
c. Time Triggered Sequential Banners delivered 7 million Impression with 4 million Reach.
4. Earned Media: The efforts resulted in earned media coverage worth $1.2m across Media.
The campaign inspired over 60 million people in India through 250+ media stories, to take notice of the impact of their increasing weight on their heart health.