Mindshare, the media agency
network and part of WPP, recently got awarded ‘Media Network of the Year’ at
one of the most coveted festival of creativity, Cannes Lions 2019. The agency
won a Silver in the Media Lions category for HUL Lifebuoy’s ‘Infection Alert
System’ and a Bronze in the Creative Data Lions category for the same campaign.
79% of rural consumers use the basic ‘Feature
Phone’ which has no internet connectivity. This medium has 6 times higher reach
than any other medium in rural areas. The solution was to create a data-led
Infection Alert System that would act as a lighthouse to alert the rural
consumers when they were most vulnerable to fatal diseases. This was done by
leveraging data and the reach of mobile phones in traditionally media dark
geographies. Over 64 million Outbound Dialler (OBD) calls were made over a
period of 8 weeks to warn the locals on the outbreak of a particular
communicable disease in their area and the necessary preventive measures that
should be taken.
The Infection Alert System (IAS) also known as
‘Adaptive Data Lighthouse’ was created by Mindshare and used Government of
India data on disease outbreaks which was collected from 34,000 rural community
health centres across 822 sub-districts/villages of Uttar Pradesh & Bihar.
The challenges with this data were that it was unstructured, maintained in
paper-forms, in local languages with no metadata standards. Old paper records
were digitized and then algorithms used to read and load data into a structured
database of 21 communicable diseases. Historical disease incidence was modelled
to arrive at predictive incidence rates at a village level, using time series
models. If predicted severity of disease incidence for villages were above a
certain threshold then warning calls would be activated for those villages only
and not the entire state.
The insight behind the campaign was that most
Indians eat and feed food using their hands and wash hands without soap. This
practise is rampant in rural areas in India which make them susceptible to
various communicable diseases. Mindshare’s campaign is a bright example of
purpose-driven marketing. The driving
force behind the Lifebuoy brand is an inspiring vision for more hygienic,
healthier environment and to create vital communities which the campaign embodied.
Commenting on the win MA Parthasarathy (MAPS), CEO
South Asia said, “Reaching out to rural consumers has always been a challenge
for brands. 70 per cent of Lifebuoy’s sales come from rural India. Building on
Lifebuoy’s identity of being a purpose-driven brand, we utilised two of
Mindshare’s core pillars- data and technology to create an innovation which
made scalable difference. Awards like these motivate teams who were heavily
invested in making this a success and also assure us that we are doing some
great work.”
“The Lifebuoy “Infection Alert System” brings
together some really sharp brand insight with deep media expertise to deliver
relevant messaging in a precise fashion to the target audience. The
collaboration across various teams on the brand side, media agency and extended
partners who helped us land this at a tremendous scale is truly
noteworthy. And, the impact along with
the recognition is the true testimony of the power of the idea and the validation
of the flawless execution by the teams. The Cannes wins make the winning streak
of Lifebuoy “Infection Alert System” even more special.” said Gaurav Jeet Singh
, General Manager - Media (South Asia) , Hindustan Unilever Limited.
“It’s a proud moment for HUL and Mindshare on the
recent Cannes Lions wins for the Lifebuoy Infection Alert System.
A fine
realisation of data-driven marketing, the campaign made the best use of
unstructured data on disease outbreaks and institutionalise an infection alert
system in the hinterland. This warning system would alert consumers most at
risk of life-threatening diseases through an automatic calling system. Being
contextual to the prevalent disease in their village, consumer receptivity was
high resulting in high recall.
It's been quite a journey putting this together
and implementing it at scale. This award is a fantastic recognition of the
effort that Mindshare, the media and brand teams have put in.” commented
Sandeep Kohli, Executive Director, Beauty and Personal Care, Hindustan Unilever
Limited
“The purpose of our brand Lifebuoy, India’s
largest selling soap, is to help millions of mothers stay one step ahead of
infections so that their children fall sick less often. We were able to do this
through ‘our infection alert system’, which has won at Cannes, by leveraging
data and the reach of mobile phones in traditionally media dark geographies, to
ensure we live our purpose.” commented Harman Dhillon, Vice President –
Marketing, Hindustan Unilever Limited
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