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RC&M India one of the best Experiential Marketing and Rural Marketing Company in India. Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet interesting idea and give them an experience that leaves a strong brand impact in their mind.
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Background
Company Castrol India Ltd
Product type/ Description Tractor Engine oil
Category Rural Marketing Program Of the Year
Best Innovative rural marketing initiative
a. Rural initiative conducted in strictly rural areas
(i.e.) in villages between 20000- 100000 population
Brand Name CRB Plus
Title Operation Attack
E x p e r i e n t i a l M a r k e t i n g
By
Castrol: ‘Operation Attack’
Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet interesting idea and give them an experience that leaves a strong brand impact in their mind.
Brief/Objective
?To demonstrate the benefit of CRB Plus (with) Heat proof formula ?To show how the engine oil lubricates even at 300 deg C protecting the engine?Re-establish CRB plus in a strong competitors market ?To dynamically drive home the brand proposition by comparing ordinary oil & CRB Plus.?Trigger consumer conversions from competitors brand to CRB plus ?Motivate retail channels
Target Audience
?Farmers and mechanics?Age group- 20- 45 years ?Owns 1- 2 tractors?Decision maker ?Can be influenced easily ?Seeks value for money
1
E x p e r i e n t i a l M a r k e t i n g
Strategy for collaterals –
The markets for this promotion were strong competition markets with low CRB share.
A hard hitting convincing campaign named Operation attack was activated to get conversions through strong communication of the product proposition, hence taking the customer experience the inside of the engine of a tractor by making him visually see -
?The working of the oil inside the engine through a larger than life mechanism so as to demonstrate the benefit of CRB plus to the TG
?Do a comparison between an ordinary oil and CRB plus at a higher temperature of 300 degree to show the difference
?Reaching customer through a movie – Jai Kissan , with a tone of communication that would appeal to the emotions of the lapsed CRB plus user like a long lost friend. The movie encouraged TG to embrace a friend in the form of CRB plus who has always protected his tractor.
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CONCEPT E x p e r i e n t i a l M a r k e t i n g
Reaching out to customer at their work place-
CRB targeted customers viewing an aspiring brand movie named Jai kissan in a closed air conditioned bus.Comfortable seating arrangements n refreshments keep the customer hooked to the message.
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CUSTOMISATION
ale K osk to ge erat trials
S i n e
r
Data n enqui y generation
Brand Presence at
ldea erships and tyre hopss
Live o a T a torDem t r c
ma d n mec an hu sn i h ic b
Highlighting product features to customers
CRB activation with local mechanics
E x p e r i e n t i a l M a r k e t i n g
6
SCALEE x p e r i e n t i a l M a r k e t i n g
Dealer testimonial
Dealer- JhansiThis initiative is first ever in our history.The footfall and enquiries have doubled after the activation
Customer testimonial
Reached 150000farmers
17,400 litersof CRB oil sold
during campaign
65 districtsacross India
1500 showsin 90 days
7
RESULT
Source : Activation agency
–
–
Top of Mind Awareness of CRB plus increased by 12.1% viz-a-viz last quarter.
Preference share increased of CRB plus by 3.1% in comparison to last quarter.
Brand proposition recall and intention to purchase
– 79% recall the brand proposition correctly. (base 50 TG post campaign feedback)
– 65% CRB non users explicitly expressed their willingness to shift to CRB Plus (base 200
TG)
8%
17%
7%
D1 D2 D3
D1=
D2=
High potential, low CRB share
High potential, strong CRB hold
D3=OEM market with M&M tractors
Percentage of growth in D1, D2 & D3 market
E x p e r i e n t i a l M a r k e t i n g
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