Objective
- Increase brand preference by creating emotional bonding between mother and brand.
- 50% increase in sales by grabbing the market share from untapped segment.
Insight and Strategic Thinking
For a mother of growing child, mental and physical development of her children is the primary concern area. As a consequence of public awareness raised by government about iodine deficiency, and then communication on iodine salt by brand, mothers become much aware about iodine. Therefore, they believe that every salt brand has some sort of iodine. So, this iodine fact doesn’t offer much opportunity. Hence, we think over more deep and then we found that, though mothers are aware of iodine without knowing the importance of proper iodized salt, they doesn’t much aware of salt purity. They think whiter the salt, pure the salt is.ACI salt is a vacuum evaporated (VE) that is very high in purity, fine in texture and principally the highest quality salt.
So, our strategy was converting Non–VE user to VE salt user by showing the end benefit of it.ACI pure salt is the 100% pure salt which boost one’s confidence along with mental growth.
Our insight was ‘Merit is not useful till it reap the result, ACI pure salt is the properly iodized salt that makes one confident to reach the peak of success.
Big Idea:‘তোমার হাতেই মেধাবী বাংলাদেশ’
Creative Execution:
In creative execution, we show that the real talent reap their success and do something good for other. Throughout the TVC, we show school girls become first in her class, a kid helps grandfather in installing a computer app, mother-in-law taking care of her bride using salt of her own hand, father appreciate her doctor daughter while doing social work at the end a grown up boy receiving the best programmer award.
Performance against objective
- Brand preference increased by 60% ( Agency research)
- Sales increase by 80% during the campaign period.
