Britannia Little Hearts (Mobile2win) | MMA
March 25, 2009

Britannia Little Hearts - Mobile2Win India Pvt. Ltd.

Brand:
Britannia

Britannia Industries Limited is an Indian company that is famous for its Britannia, Tiger and Little Hearts brands of biscuit, which are highly recognized throughout the country. Britannia is India’s largest biscuit firm, with a dominating market share.

Category:
Food & Beverages

Agency:
Britannia

Vendor:
Mobile2win

Mobile2Win is a leading mobile VAS company in India that provides - Contests & Interactivity, Music and Infotainment to mobile consumers through its proprietary Consumer Services Delivery Platform. Mobile2Win uses a multi-channel distribution strategy that includes wireless carriers, handset manufacturers and direct-to-consumer channels.

Region:
India

Timeline:
February 2008 till March 2009

Results:
The campaign is still live. Below are the hits by SMS and on website so far:
Hits via SMS: 51000 approx.
Hits via Britannia’s website: 8000 approx.

Summary:
Campaign Name: Little Hearts, Many Connections!

This February, Britannia Little Hearts introduced the “Many Connections” offer. An opportunity that engages consumers to indulge in little hearted banter and flirtatious chit-chat. Aimed at youngsters, Little Hearts acts as a catalyst in making new friends, stealing more hearts and making many connections.

Mobile2win conceptualized and launched an SMS and web-based campaign for Little Hearts. Each special edition Little Hearts Many Connections pack now comes with a unique heart code inside. All that the consumers need to do is SMS two codes, i.e. one code form their pack and the other form their friends pack, to 58558 with the keyword LH and send as many different codes they can. E.g.: LH <space> code at 58558. Many lucky winners could walk away with FREE talktime & 1 lucky winner could drive away in a zippy new Chevrolet Spark. Prizes worth 10 Lakhs are up for grabs!

Mobile2Win’s role:

  • Configure the keyword ‘LH’ for the duration of this promotion.
  • Manage and support the contest on 58558 (Short-code provided by Mobile2Win) and Britannia’s website.
  • To manage real-time online reporting to view the following:
    1. Codes sent by each mobile number.
    2. Codes sent through the website.
    3. Total Codes sent everyday.

Promotion:
The Little Hearts campaign was promoted through Television and Internet. A TV commercial was created to promote the campaign and was aired on many channels.

Banners, advertisements and links were posted on websites, e.g. on MTV India’s website for promotion.

Creative:
Below is a screenshot of Little Hearts’ advertisement on MTV India’s website:
 

 

 

 

 

 

 

 

Below is the screenshot of the special packs of Britannia Little Hearts.