tangercise app
TRANSCRIPT
Objective:To contemporise Tang and drive sales
Media used:Mobile App
Twitter and Facebook
Insight
• Tang is usually a drink prepared and consumed as an alternative cold drink after
being in the gruelling heat outside
• What if you could drive Tang’s consumption by making it a drink you would consume after every strenuous activity
Approach
• Reposition Tang as a drink consumed after exercising like juices, Gatorade, etc and away from Rasna
• Encourage urban users to exercise in the most convenient way possible – Walking
• Create Tangercise – a pedometer Smartphone app with social media extensions
• Reward users with free Tang refills and the opportunity to show their daily scores on SNS and the chance to challenge friends to walk-a-thons
Execution
A QR code on the pack will lead them to the app
Home Screen
The Home Screen of the App lets the user chart his progress andset his daily goals
Daily Reports
The app will help the user decide his goal on the basis of his height/age/weight/gender and help keep track of his target and provide the opportunity to share his progress on Facebook
Monthly Reports
The app helps the user chart his monthly progress and on meeting his targets for a month, it rewards him with a Tang refill
Reinforcement
Every time a user meets his daily goal, the app congratulates him and asks him to celebrate with a glass of Tang
Redemption
If a user consistently reaches his target for a month, the app rewards him with a free Tang refill which can be availed through a simple SMS/E-mail
Social Media Extensions
The app allows the user to challenge his Facebook friends andTwitter followers to a walk-a-thon and share their results online
CSR Extension
We allow the user to walk for particular causes and charity, for every monthly goal he reaches Tang donates an amount equivalent to his refill pack to a charity of his choice
Objectives achieved
• Tang repositioned as a health drink• Encouraged TG to exercise• Goodwill created amongst the fitness conscious TG• Made Tang socially more relevant and engaging
• Got you to offer me a job? If yes, you may reach out to me at [email protected]
• Thank You – Feedback and criticism welcome