Horlicks Nutribic: Guesswork on FB

By Satrajit Sen , afaqs!, New Delhi | In Digital | August 12, 2013
The contest, which went live on the brand's Facebook page on August 5, divided the TVC into snippets of storyboards and posted several clues, asking users to guess the storyline.

Horlicks Nutribic, the 'fibre rich digestive biscuit' from GlaxoSmithKline Consumer Healthcare, has taken an interesting route to engage with consumers online. As part of the launch plans for its new TV campaign, the brand has announced a contest on Facebook, asking consumers to guess the storyline of the TVC.

Stamp Ad used for the campaign

The contest, which went live on the brand's Facebook page on August 5, put up snippets of storyboards and posted several clues about the new television commercial (TVC), asking users to guess the storyline. The contest ended on August 8.

The purpose of the contest was to unveil the new TVC. The brand's Facebook community was quizzed with snap shots from the new TVC. The contestant who answered the questions to reveal the situation correctly first would be picked as the winner and would receive a gift voucher. The participants who answered all questions correctly were awarded the grand prize of a Samsung phone.

Clues given to the fans

Clues given to the fans

According to the company, this gave an opportunity for the brand to engage with its fans, and make them experience the communication in an involving way. It also gave the brand an opportunity to showcase the new TVC on Facebook as the first medium to air the commercial.

Digital agency Media2win implemented and executed the launch of the new TVC across digital media.

The first phase of the contest was promoted on Facebook with stamp ads. After the launch of the TVC, the second phase will invite consumers to interact with the TVC in an exciting manner, with a chance to grab multiple prizes.

Commenting on the campaign, Jayant Singh, executive vice-president, marketing, GlaxoSmithKline Consumer Healthcare India, says, "Horlicks Nutribic is a range of digestive biscuits targeted at working people who spend long hours and often lack the right snack options at work. This particular consumer group spends a lot of their time surfing for information and entertainment online. This campaign, along with the contest, will surely engage our consumers and drive participation in unveiling our new television campaign."

Revealing the statistics generated through the activity, the company claims that on an average, the questions garnered around 150 responses and also increased the fan base on the page by an estimated 7-8 per cent (15,000 fans) at least for the week. The page overall has a fan count of 187,000 people.

Horlicks Nutribic digestive biscuits are available in Delhi, Mumbai, Tamil Nadu, Andhra Pradesh, Kerala and Karnataka. The product will be launched in Kolkata and the rest of India in December.

GlaxoSmithKline Consumer Healthcare enjoys a marketing and distribution network in India comprising over 550 wholesalers and coverage of over 9,00,000 retail outlets. Its flagship brand, Horlicks, is a widely regarded and highly respected brand for over 100 years.

The company also manufactures and markets health drinks such as Boost, Viva and Maltova, and also markets and distributes a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Iodex.

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