Wrong Angle is Right Angle

Brand: Alpenliebe
Category: Best media innovation TV

The communication goal

Alpenliebe faced with the challenge of building loyalty amongst kids, set a goal of creating
a means of communication that only kids could get pleasure from. Alpenliebe had to ignite
relationship with kids and become the most loved candy.

The situation analysis

In the sugar confectionary category, unbranded players

corner the lion’s share at 70%. The branded segment is
flooded too, making it one of the most undifferentiated
categories. Alpenliebe, despite its number one position
over years, did not have a loyal consumer base.

Our audience is kids who live in the

make-believe world of animation, curious and forever questioning, with a
wavering attention span. They thrive on constant attention and unvarying
pampering. Distracting them is easy, ensuring sustained attraction is
difficult.

In this context, Alpenliebe had to ignite relationship with kids and

become the most loved candy.

It was time to be a part of their world, their confidant. Kids love watching cartoons. It’s
impossible to imagine them sitting down quietly at a place watching television. It must be a
real pain in the neck for a kid to watch TV lying on bed with the programs in
conventional formats.
Media solution

Kids can’t watch TV sitting straight at one place and this

gets worst in the morning and afternoon when they are all
sleepy and feel too lazy to get up.

Kids don’t want anyone to come in between them and their

favorite program. To communicate to them, we had to
understand their world. We needed to pamper them. The
solution we came up with enabled them to watch their
favorite programs in an angle that is better suited to their
topsy –turvy viewing habit what better platform than their
favourite genre-cartoons!

No. 1 Kid’s channel ‘Cartoon Network’ channel took a 90 degree turn to suit kids viewing
position in two time bands 1200: 1400 and 1600:1800 for two days 6th & 7th Sept’08. This
time band has been strategically chosen as this is the highest viewing time band after
school.

The scale of execution

Unique problems always have the simplest of solutions. This insight made us convert
‘medium into the message’, making us adapt to the audience’s viewing preference. What
followed was simply mesmerizing.
The TV screen took a 90 degree turn to suit a kid’s viewing position, during their
favorite program ‘Tom & Jerry’ on the No.1 Kids Channel ‘Cartoon Network’.

We introduced Alpenliebe’s brand mascot Mr. Machh, for the first time in the form of a
ticker during the programming.

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Route to Pampering
Month 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 01-Sep 02-Sep 03-Sep 04-Sep 05-Sep 06-Sep 07-Sep
Promo Contest
SMS Contest
Actual activity
The placement was such that one can’t just avoid it as it
was part of the content and not a regular commercial
running only during commercial breaks. Results 75000 kids
responded.

The pampering concept was also heavily promoted by our

channel partner Cartoon Network and was supported by
outdoor activity in select cities.

With the channel taking a 90 degree turn, Mr Machh also

took a 90 degree turn thereby spicing up the on-going straight ticker and bugs.

The innovations allowed for synergy between medium & message leveraging the most
popular platform i.e. cartoons and most popular show without disrupting the TV
viewing.

How did the innovation deliver the goal?

1. This was the 1st of its kind in the history of Indian

television.

2. Brand recall post campaign jumped from 69% to 78%,

with likeability score jumping from mere 23% to 41%.

3. Ratings of this programs increased by 17% during activity with 9 million heads
turning in the right direction.

4. Created a two-way consumer feedback model to help

the brand craft communication strategies aligned with
consumer insights. The current Alpenliebe
communication revolves around ‘Tom & Jerry’ basis the
popular demand from kids

We are in touch with our audience to explore new avenues to pamper them.

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The innovation surely made more than 9 million heads turn in the right angle.

Page 4 of 4
 CASESTUDI
ES

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