Cadbury’s Cough Drop Halls is positioned as a soothing syrup which helps one cure sore throat that starts working within 10 seconds of consumption. First launched in India in 1968, Halls came under the Cadbury Group in 2003 & soon became one of the leading mint brands. A product that has enjoyed tremendous mass appeal & is widely acknowledged for its witty TVCs, Halls recently forayed into Mobile as a medium to convey a social message.
To create a CSR campaign leveraging the power of Mobile which in turn would help the brand actively engage with their target audience (youth) surrounded by a social cause.
A Youth targeted campaign named as ‘Breathe The Change’ spread across India was initiated to connect with a specific demographic for a social cause.
Halls leveraged the Vserv.mobi premium advertising network, to reach the youth on Apps across mobile platforms. On launching the youth targeted Apps & games, the user would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’. Vserv.mobi powered this In-App campaign to successfully deliver the message using a Click to Call mechanism. A toll free number was then embedded to take the user to the next step where his/her breathe was recorded. For every call a user made to record the breath, Halls promised an equivalent number of windmills to be setup in a village with poor electricity infrastructure.
Mobile ads are today allowing advertisers to engage multiple senses of the user, and this campaign truly leveraged these capabilities very effectively. Involving the passion for a social cause with a simple yet engaging user action, delivered lasting brand impact. In a duration of four weeks, Vserv.mobi helped Halls deliver a total of 13,43,572 Click to Call engagements and over 10.1% of those calls led to completion of the objective.
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