In the west, mobile as a medium has evolved and is very well used in integrating campaigns with various outdoor media formats. In India, the missed call number is set to become an inseparable part of mobility campaigns. India has a very high mobile penetration rate and the fact that most people would want to save on their mobile expenses, the missed call platform comes into picture. Indian marketers have used missed call numbers as a tool to attract various segments of audiences at different levels of marketing communication.
The missed call number tool was primarily used by FMCG brands; but with growing response rate of this marketing methodology, a lot many other brands have incorporated this in their campaigns. Bournvita is one such campaign that has used the potential of the missed call number on a billboard for its latest campaign called, ‘Don’t waste milk mom’.
exchange4media’s unanimous pick for billboard of the week is Bournvita’s campaign as it has used subtle branding by integrating a strong idea.
Here are three reasons why we think the Bournvita campaign deserves a special mention...
The outdoor campaign is put up to make people dial a mobile number that is a missed call number alert and then to log on to a website that finally reveals the brand name that has initiated the campaign. With this, Bournvita has built up curiosity and moreover, a thought provoking idea in the minds of people.
The outdoor formats have two strong elements – an attractive copy and a perfect visual to go with it. Interestingly, no branding elements have been used in the creative, which is a big risk that the brand had taken. But it has helped earn curiosity for the campaign.
Sweet message strategy
The campaign is scripted with the thought that one shouldn’t waste milk. With this, Bournvita leaves behind an impressive brand message for consumers.