Nestle Case Study

Innovative Digital Tug-o-War Campaign for Nestomalt

The Objective

Build brand engagement with the mass audience who watch New Year festival programmes on Above-the-Line (ATL) channels.

The ADA Approach

We helped Nestomalt create an innovative missed call-based tug-o-war competition in Sri Lanka.

  1. Assigned a unique mobile number to each province.
  2. Audience vote for their favourite province via a missed call alert and receive a thank you message in return.
  3. A crawler appears on TV screens to visualise the results while graphically moving the rope.
  4. Data reward was given to those who voted for the winning province.

The Outcome



47% increase

engagement rate