Use of Mobile
Client Hindustan Unilever Ltd
Brand Pureit
Entrant Mindshare
Brief Many parts of India receive water that is highly contaminated. Growing awareness on this issue has resulted in an increase in water purifier brands with big advertising budgets. The penetration of PUREIT with its limited marketing budgets and premium pricing, was stagnating. Objective- Generate leads for increasing sales
Tag competitor advertising, so as to create dissonance in the mind of the consumer so that Pureit can be part of the consideration set. A first of its kind ‘TV to Mobile Fingerprinting Technology’ was used. This is a programmatic, cross-device platform used to detect brand ads (including competitor ads) on television and then sync 100% unduplicated audiences across all devices i.e. mobile.