Sunfeast Yippee urges people to rob

By Devesh Gupta , afaqs!, New Delhi | In Marketing | November 27, 2012
In its latest endeavour to reach out to its customers, ITC's noodle brand has launched a 'Loot a store' campaign where lucky winners will be allowed to literally 'rob' a Big Bazaar store legally for five minutes.

Sunfeast Yippee, the instant noodle brand of ITC, one of India's largest FMCG companies, has launched a 360 degree campaign designed by Ogilvy & Mather to interact with its consumers in a more fun and exciting way. The campaign, titled 'Loot Maal offer', gives 25 lucky winners a chance to officially 'rob' a Big Bazaar store for five minutes.

G K Suresh

Joono Simon

G K Suresh, general manager, brands, foods business, ITC, says, "It is a brand creation exercise for Yippee through fun and excitement. We wanted to connect with our customers in a much more engaging way."

Sunfeast Yippee noodles is one of the largest players in the noodles segment in the country and the brand has moved quite a distance in the last 18 months since its inception.

The lucky winner for the 'Loot Maal offer' will include one adult member along with a child, who will be allowed to take any number of products of any brand that Big Bazaar store has in the specified five minutes.

Suresh says, "The challenge for us is to encourage trial."

The campaign involves on-ground activations in several metropolitan cities. School activations have been initiated to reach out to students. As a part of the out of home (OOH) promotions, canters wrapped in Sunfeast Yippee noodles branding will cover different strategic points and high footfall areas in the cities, and constantly interact with people. Several OOH activations are also planned to increase engagement levels.

Apart from the on ground activations, the brand has also launched two television commercials.

Joono Simon, executive creative director, Ogilvy South, says, "The intention was to engage the consumer with a 360 degree approach. So, while the TVC will communicate the promo in the brand's signature tone and manner, the uniqueness and the payoff of the promo will be magnified both on ground and in the digital medium."

The concept of 'Get a chance to loot a store' came after a lot of introspection and thinking.

He adds that all those who win the offer can take away electronic goods, consumer durables, food items and any product that is available in the Big Bazaar store at that time.

Suresh says, "We aimed to give our customers an experience that they could not get easily. So after a lot of brainstorming, our team decided to come up with this 'Loot a store' idea as the customer always wants to shop like that but can't do so. So, we bring it to them."

Apart from robbing the store, the brand has kept 40,000 other prizes including bags, cameras and sunglasses. Every packet of Sunfeast noodles will have a 3D tattoo as a definite gift for the consumer.

Simon adds, "Our target has always been the smart and questioning 9-year old for all our communication. Our target group for this promo will also be kids in the age group of 7-12 years - not so easily excitable and always looking for something new."

Suresh adds that through this campaign, Sunfeast aims to thank and reward its customers for showing confidence in the brand.

ITC offers biscuits, noodles and pasta under the brand name Sunfeast.

The recent Loot Maal offer campaign is an extension of the earlier Sunfeast Yippee campaigns that promoted the unique masala flavour and the long strands of the noodle brand.

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