Overview
Convex Interactive executed the "Lao CrorePatti Ban Jao" campaign for LU Biscuits to boost brand recall and engage customers through an interactive reward system. By combining a scratch-and-win mechanic with a missed-call platform, the campaign delivered an enjoyable, memorable experience for consumers while strengthening LU's brand image and nationwide reach.
Problem
LU wanted to leverage its strong brand reputation to increase customer engagement and recall, but needed an approach that was simple, interactive, and widely accessible across Pakistan, capable of handling mass participation without compromising on user experience or reward accuracy.
Solution
Convex Interactive designed a scratch-and-win campaign using a missed-call system. Consumers placed a missed call, received a callback, entered a 5-digit code via IVR, and instantly learned their reward status via SMS, combining fun, accessibility, and instant gratification to drive mass participation.
Process
We began by mapping the consumer journey and identifying the simplest, most engaging way to participate. The platform was built to handle high volumes of calls and SMS interactions while accurately validating codes.
IVR and automated SMS systems were implemented to deliver a seamless experience, and the campaign was rolled out across multiple regions through promotional packs and mass media. Continuous monitoring enabled real-time optimization to manage the overwhelming response efficiently.
Result
The campaign was a major success, generating millions of entries nationwide. Originally planned for two months, it was extended by 15 days because of overwhelming engagement. LU strengthened brand recall, built positive associations with fun and rewards, and delivered an interactive campaign that captured customers' attention across Pakistan.
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