Walls, the ice cream brand from HUL, has launched a mobile campaign that offers consumers free mobile talktime and other prizes through mobile coupons. The campaign has been conceptualised by mobile agency Oxigen and is a part of Kwality Walls' Cornetto scratch and win campaign called Love Sparks.
To receive their free talktime, consumers have to scratch the lid of a Cornetto ice cream and send the coupon code by SMS to a short code number. This gives them Rs 10 worth of money in Oxicash, the mobile wallet developed by Oxigen.
The cash can be redeemed to increase talktime and download ringtones, wallpapers and games.
Speaking to agencyfaqs! about the first such promotion by an FMCG brand, Sunil Kulkarni, president, corporate, Oxigen, said, "Kwality Walls wanted a promotion with prizes which did not require physical delivery." Also, the company is targeting the youth segment for Cornetto. Therefore, it chose the mobile medium. Cornetto already has a youth oriented website, www.spillurdil.com.
To promote the contest, Kwality Walls is running a TV commercial with actor Amrita Rao. In addition, there is a radio ad, promotions at retail outlets and on-ground promotions.
Oxigen has recently launched a similar campaign with Coca-Cola's soft drink, Sprite, where it is giving out free talktime worth Rs 1.5 crore in all. It has also created a mobile WAP site with MobiBuzz.