Unilever: STICKER CHARTS

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: HINDUSTAN UNILEVER

Product/Service: DIGESTIVE AID

Agency: BATES 141

Date of First Appearance: Mar 10 2011

Entrant Company: BATES 141, Mumbai, INDIA

Chief Creative Officer: Sonal Dabral (Bates 141)

National Creative Director: Sagar Mahabaleshwarkar (Bates 141)

Executive Creative Director: Sanjay Sipahimalani (Bates 141)

Copywriter: Elrid Carvalho (Bates 141)

Art Director: Suketu Gohel (Bates 141)

Art Director: Elrid Carvalho (Bates 141)

Illustrator: Vinayak Kurade (Bates 141)

Media placement: Stickers - Lamp Posts, Benches, Post Boxes, Public Telephones, Fire Extinguishers, Keyboard - 10th March, 2011



Insights, Strategy & the Idea

Hindustan Unilever wanted to boost sales of their digestive product - Ayush Therapy. Looking for solutions that went beyond the 100 cc press ad, the clients wanted to engage the customer in an interesting and eye-catching fashion.

As opposed to telling our customers to watch what they eat, we decided to go the opposite way and tell them that they can now eat anything, thanks to Ayush Therapy that will help them digest anything.



Creative Execution

We created special 'nutrition chart' stickers that contained random nutrition stats. These were then stuck on to anything and everything that consumers might come across - benches, lamp-posts, public telephones, post boxes, trees etc.

The nutrition sticker charts brought to the fore Ayush Therapy's simple message of 'Digest Anything' in a fun and eye-catching manner.



Results and Effectiveness

Though small, these sticker charts were absolutely unmissable. With an 8.5% increase in sales of Ayush Therapy as compared to an expected growth of 6.2%, these little stickers made a big difference.