#SurvivalOfTheHittest: HIT relies on social media to spread awareness around Malaria

Brand

Godrej HIT

Agency

LinTeractive

The good deeds and acts of well-known personalities like Alexander the Great, Vasco-Da-Gama, and Genghis Khan has been acknowledged and spoken about in masses, including the great wars they fought and the massive dynasties they built around the globe. But if one were to question on how these leaders passed away, there is very little written or known about it.

The ugly truth behind these powerful faces in that these personalities did not receive a glorious death but fell victim to the deadly disease of Malaria, spread by a mosquito bite.

Objective

The brand aimed to appraise the users of this hidden and unusual fact and their intention was to sensitize people about the life-threatening dangers of mosquitoes in the context of World Malaria Day and establish that HIT is the ultimate solution to get rid of these lethal creatures.

Execution

It began with an activity where fictional conversations between the said characters were floated online. Each character was bragging about his achievements while others were making fun of him in an attempt to get an upper hand.

Owing to their novelty and humour the conversations were immediately picked up on social media. People started tweeting, sharing, and reacting to the creatives. Within the first hour of the release, the content went viral and the campaign hashtag #SurvivalOfTheHittest started trending.

Birbal: Akbarji its #SurvivalOfTheHittest or an mosquito & no more throne @Bhoomikapatel_ @MrFukra @JatinKiDuniya pic.twitter.com/90oRM2Gitq

— Go Clown - LOL Novel (@goclown_book) April 25, 2016

@HITKPKD Kaash Kaala HIT pahle aagyaa hota toh aaj Duniya ka Nakassha doosra hi hota, BHAI #SurvivalOfTheHittest

— lalit choraria (@hellolalit) April 25, 2016

But as people were still wondering why Vasco Da Gama, Alexander and Genghis Khan were poking fun at each other, the brand stepped in to clear the air. It claimed the responsibility for seeding this banter between the three greats to make people realize that though they were powerful and fearless leaders in their own right, a tiny mosquito is all it took to seal their fate.

Simultaneously, three GIF files were also posted to tell their individual story about great achievements followed by a sorry death due to Malaria. Additionally, another post was shared to apprise the audience of the statistics that make Malaria a dreaded disease, to take it seriously.

The whole activity concluded with the brand urging everyone to end the mosquito menace with Kala HIT with the message.

Result

The campaign delivered on its intended to reach KPIs in a short time of 4 hours. It managed to connect with users around the idea of ‘malaria doesn’t discriminate;’ on Twitter 600 plus contributors created over 3000 unique creative pieces of content.

On Facebook over 11k plus reactions demonstrated that, if given the correct context the audience will always freely engage on brand led initiatives.