India merupakan negara yang lumayan mirip behavior penduduknya dengan Indonesia, tahun 2007 Perfetti’s Protex Happydent chewing gum meluncurkan sebuah viral yang “extremely funny” yang mencoba menguatkan brand perception di targetnya bahwa produknya adalah produk yang bukan saja memutihkan gigi anda tapi juga bisa memperkuat gigi. Viral game dan video dibuat dengan sangat kreatif dan membosbastis efek produknya dengan cara yang kocak. Walaupun bahasanya adalah bahasa india, tapi somehow even kita tidak mengerti tapi kita dapat menangkap pesannya dan humornya. Genius!
Berikut studi kasusnya :
The campaign
The main objective was to spread the buzz for the product, Perfetti’s Protex Happydent chewing gum. Employing a fictional cop with a taste for danger, we created an integrated online campaign for the product which played on its USP of keeping teeth strong while being sugar free.
The campaign, titled Daddu Ki Amanat (Grandpa’s Legacy) consists of a micro site, a viral and a game, all starring Vijay, the cop. Regular chewing of this Happydent helps keep teeth strong and healthy. The campaign proposition then became ‘you never know when you need strong teeth’.
The viral
The viral portrays a robust young cop by the name of inspector Vijay (Vijay was a famously used name for the honest cop in Indian movies and Amitabh Bachchan, the country’s most revered actor donned Vijay’s uniform in over 20 movies). He likes to get jiggy with it every morning but not at the expense of his duty to save the world. He idolizes his grandfather and reminds the old man that he has kept his legacy close to his heart since childhood.
One fine morning, while playing cops and robbers, his outlandishly desperate attempt at felling three escaped hoodlums with a single bullet fails and he jumps for safety. But alas, he meets his foe in the bullet before he can save himself.
As the three convicts step inside expecting our cop to be dead, he lands right in front of them and shoots them dead. He thanks his grandfather who in turn comes down from the heavens to congratulate him on his bravery. And we find out that the secret of his still standing status are his Grandfather’s dependable teeth. They have saved his life yet again and our inspector Vijay is ready to defend the world from its nefarious elements.
The game
The Happydent game is a continuation of the viral which features Inspector Vijay. While the cop managed to bite the bullet the last time around, the convicts he killed are back to haunt him. This time, in the form of their vengeful cousins. The player is the brave inspector in this game and has to catch each bullet aimed their way with their teeth. Catch as many bullets as one can with one’s strong teeth, shoot it back at the dacoits and make them eat dirt. The inspiration for strong teeth, player’s guiding light, the grandfather cheers him on while the player defends his turf.
The micro site
The micro site brings the viral, the game and the television commercials created, together along with outlining the benefits of sugar free chewing gum. It also hosts a contest where high scoring users can win Nokia phones everyday.
The creative strategy takes inspiration from the 70′s Indian cinema where fast cuts and intense music set the tone for almost every action potboiler. And the ‘let’s bring down an entire bunch of scoundrels with one bullet’ trick has been mastered by Rajnikant, the superstar of South Indian cinema.
The buzz
The campaign, primarily the viral was talked about in numerous blog entries which continue till date, entire threads devoted to the viral in message boards and forums, online groups and communities. But blog posts with the viral link mentioned in them far outnumbered other buzz creating sources. Orkut, the biggest social networking space for Indians was another major buzz driver. People have linked to the viral through their main profile pages and the link was swapped majorly through scrapbooks. The campaign also garnered Webchutney their first international win at Adfest Singapore 2007. Business Today did a story on how brands are increasingly and effectively using internet technologies to spread brand buzz with Daddu ki Amanat as one of the case studies.
The results
The overall campaign was launched in February 2007 and has reached more than 300,000 unique visitors and page views exceed 500,000. Overall viral views and game plays stand at 250,000 and 20,000 respectively. The campaign was able to raise awareness about sugar free chewing gum which was also one of the client’s secondary goals. Perfetti wanted to give the casual practice of chewing gum a healthy spin since Happydent is sugar-free and helps reduce the risk of tooth decay.
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