Unique problems always have the simplest of solutions. This insight made us convert ‘medium into the message’, making us adapt to the audience’s viewing preference. What followed was simply mesmerizing. The TV screen took a 90 degree turn to suit a kid’s viewing position, during two time bands, 1200 to 1400 hours and 1600 to 1800 hours, during their favorite program ‘Tom & Jerry’ on the No.1 Kids Channel ‘Cartoon Network’.

We introduced Alpenliebe’s brand mascot Mr. Machh, for the first time in the form of a ticker during the programming.

To bring in interactivity, we ran a SMS contest on the channel where kids were asked to trace Mr. Machh’s travel path on screen, for instance, left to right, right to left or downwards. More than 75,000 kids responded.The campaign was heavily promoted on Cartoon Network and was supported by outdoor activity in select cities.

Brand recall post campaign jumped from 69% to 78%, with likeability score jumping from mere 23% to 41%.Ratings of this program increased by 17% during activity with 9 million heads turning in the right direction.Created a two-way consumer feedback model to help the brand craft communication strategies aligned with consumer insights. The current Alpenliebe communication revolves around a ‘Tom & Jerry’ basis; the popular demand from kids.We are in touch with our audience to explore new avenues to pamper them.