New Delhi : BIG LIVE, the Reliance Broadcast Network’s experiential marketing arm which offers clients a range of ‘through the line’ solutions for their brands have launched a mega innovative campaign for GlaxoSmithKline’s Horlicks NutriBar. The main aim of the campaign is to drive the TG – Male and Female in the age group 25 to 35 – to try out the Horlicks NutriBar.
The campaign, which commenced on October 11, 2010, is being rolled out in six metros across the nation. The campaign has currently been rolled out in Delhi, Mumbai and Kolkata with a key message, Jab Bhook Lage Tezi, Don’t Go Crazy. The next phase of the campaign is being rolled out in Bangalore, Chennai and Hyderabad and communicates the message that NutriBar khaane ke hazar reasons hai. Aapka reason kya hai? Horlicks NutriBar – is mein hai wheat, rice, oats aur 11 vital nutrients.
Speaking on the initiative, Navneeth Mohan, National Head- Experiential Marketing, BIG LIVE said, “We at BIG LIVE offer a truly integrated solution to our clients. With consumers hard pressed for time, our stupendous reach and numerous pertinent touch points promise not only to attract marketers who stand to gain significantly from our huge network, but also helps in engaging potential customers. Being associated with an A-list client like GSK has given us great first hand knowledge of launching a campaign at such a large scale. With low attention span of the audiences, it was imperative that we create innovative activation platforms for Horlicks NutriBar to engage the TG.”
As part of the mega campaign, a radio activity on 92.7 BIG FM is being executed in all the six cities. Apart from the brand spots, the on-air activity consists of two elements – Bhooki Galtiyan and NutriBar GYM Offer. Bhooki Galtiyan is a call for action element, where in listeners are asked to share the Bhooki Galityan which they have done. Listeners need to SMS NutriBar followed by space and then write down the mistake and send it to 55454. In the NutriBar GYM Offer listeners are asked to carry three wrappers of the NutriBar and go to select participating gyms across all six cities, where they can enjoy free trials.
A massive on-ground activity has also been planned for Delhi, Mumbai and Bangalore. An engagement exercise is being carried out at various BPO offices in these cities. A Nutribar Nutrition Unit has been placed in the BPO offices, where people are asked to try out the NutriBar and then from the options displayed on the chart they need to guess its ingredients. All those who guess correctly get a NutriBar-branded stress ball as a gift.
Vipul Gupta, Brand Manager, GSK further added, “At GSKCH, we continuously identify and cater to the needs of various consumer segments by developing products that specifically provide benefits linked to nutrition and wellness. Horlicks NutriBar is a convenient snacking option that renders pleasurable nutrition for today’s young, on-the-move achievers.”
A Corporate Complex Activity has been planned where participants need to spin a NutriBar clock and if the hour hand points to the section, which is not part of the regular meal timings, then the person gets gratified with gifts. Besides this, a Gym Activity is being carried out. Weighing machine with NutriBar creative’s and NutriBar Dispensing Slot machine have been placed in various gyms across Delhi, Mumbai & Bangalore. The people coming to the gym are asked to check their weight by the promoter of the gym, who then educates them about the benefits of NutriBar.