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