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
200,000 participants
45% increase in engagement rate
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