Nestle Case Study:
Innovative Digital Tug-o-War Campaign for Nestomalt
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.
45% increase in engagement rate