A YOUNGER TIMES OF INDIA
OBJECTIVE: As an expert in heart care, Saffolalife uses World Heart Day as a platform to get individuals to take note of their heart health and enable them to assess it. This year, the task was to break the NEW NEWS that our heart has an age too and it could be different from our real age. The challenge was to demonstrate this in a way that was impactful, engaging and heart-warming.
INSIGHT: How we behave is not reflective of our age. IT IS REFLECTIVE OF OUR HEART’S AGE.
THE IDEA: To illustrate what it meant to be ‘Young@Heart’,we tied-up with the country’s leading newspaper, the Times Of India (TOI) andgave this everyday, mundane newspaper a facelift. On 25th September, 2010 weundertook the mammoth task of transforming 7 editions of the TOI newspaper, to look like they werewritten and designed by a child. With a tight deadline of just 20 minutes peredition, our team worked in tandem with the TOI editorial team to convert theregular B/W paper into a page from a child’s drawing book.
RESULT: With this innovation, Saffolalife successfullyreached more than 7 million individuals across the country, spreading theHeart’s Age awareness. And over 90% of the audience picked up the message thatheart has an age. The print innovation increased the Heart’s Age awareness from4% to 23% in Mumbai and 5% to 21% in Delhi. 40% of the people who visited thesite completed the Heart`s Age test. Scores of ‘brand for me’ improved by 19%in Mumbai and by 8% in Delhi. More than 32,000 people took the Heart’s Age teston the website.