LUX Discovers Its Limitless Potential beyond MetrosMarch 21st, 2012 | Posted by in Articles and Opinions
In November 2010, HUL and their agency Portland which is part of Group M, strategised the launch of an outdoor campaign across Maharashtra to generate interest for a new variant of Lux soap, Lux Sandal and Cream. With a view to reach out to urban, semi-urban and rural markets, they decided to bring Vritti i-Media on board for audio advertisements as well as hoardings at Maharashtra State Road Transport Service’s ST bus stands, for which they are the only authorised agency.
Vritti i-Media was approached about a month before the campaign’s launch, which was scheduled to run for 30 days at 85 bus-stands at urban, semi-urban and rural locations. They availed 30 spots a day at per bus-stand for audio advertisements, mainly to target women in the 18–35 year age-bracket. The objective was simply to communicate that Sandal or chandan makes skin soft. This belief is already popular since any chandan soap sells easily in Maharashtra, especially during festive times.
Since it was discovered that average waiting time at bus-stands is less than 30 minutes, it was decided to play ads at 20-minute intervals. Despite this, it was adjudged that only 20–25% of the masses were impacted by the campaign. Additionally, the word ‘sandal’ used in the jingle could be mistaken as the footwear variant and confuse the audience.
Execution and Impact
Vritti i-Media played a hands-on role in developing the jingle used in the audio ad along with the Portland team. This jingle ran from December 15th to January15th, 2010, 30 times a day. To evaluate the effectiveness of this medium on the audience, Vritti i-Media joined up with research agency, Genesis Management and Market Research, to study its impact on female passengers at the bus-stands. It was found that 67% respondents were aware of the ad. Recall was higher for Lux Sandal & Cream as compared to Santoor soap ads. 71% respondents were using Lux Sandal & Cream and were aware of its beneficial properties; while 29% respondents among non-users showed interest in using the soap in the future. Aided response was highest for Lux Sandal and Cream among respondents at 86%.
Learnings and Outcome
In retrospect, it was learnt that the jingles could have been played more frequently for better recall. Also, with a view to increase audio impact, HUL should have avoided playing distracting music in between messages; in fact, the ad would have worked better without any music. In small towns where the ads were played, they were more effective than hoarding or print ads due to the high percentage of under-literate people there.
Lux Sandal and cream was able to emotionally connect with women. Triggers like fragrance, colour and affordability, which this soap satisfied, can help the brand become a 100% market-leader in the rural and semi-urban segments. As a result of this success, Vritti i-Media received enquiries for similar campaigns of HUL brands Pepsodent and Vim. They were also appreciated by Portland and roped in for a pilot project for ‘Wheel’ at a location in Nashik.
Watch how the advertising campaign was carried out at the MSRTC bus stands: