Kleenex and Kissan Win at Festival of Media Global Awards 2013
Montreux, Switzerland, 30th April 2013: Kleenex, the Kimberly-Clark owned tissue brand, and Kissan, the Hindustan Unilever owned ketchup brand both walked away with prizes in the 2013 Festival of Media Global Awards.
Kleenex won the Best Use of Targeting Award at the Festival of Media Global Awards for its Kleenex Adaptive Marketing tool. Developed by Mindshare, the global media agency network, the Kleenex Adaptive Marketing tool allows Kimberly-Clark to only target media spend in the UK where there is an active flu outbreak – to a 96% degree of accuracy - boosting year-on-year sales by 40%.
Kissan won the Best Communications Strategy category for the creation of the world’s first crowd-sourced tomato farm, in the heart of Indian city Mumbai. The innovative campaign set out to deliver on the Kissan brand promise of 100% real tomatoes, and brought this to life beautifully by first distributing seeds via newspapers to children around the country; then helping the children grow the plants, and finally bottling their home-grown tomatoes into their very own personalised ketchup bottles. The Kissan campaign also won the Media Grand Prix at Spikes Asia earlier this year.