IPO Marketing Strategies for HPPPL

Marketing Strategies for IPO Campaign

By: Bharti SharmaIILM Institute for Business & Management

HINDUSTAN POWER PROJECTS PVT. LTD.

Solar Power

Age Bracket Idea Source

15-35

Giant Green Bharti

3D Neon Campaign Bharti

LED Bicycle wheel-on Bharti

Sneezing Bus stop Bharti

S-Oil Here Balloons Bharti

DU Fest Naveen

35-45

Solar Tree Bharti

Solar Van Bharti

Jack & Jones Bharti

Train Advertisement Naveen

Road Advertisements Naveen

45-60

3D Painting Bharti

3D Painting Naveen

Airport Advertisement Naveen

KLM Surprise Bharti

Viral Video Naveen

Bus Stop Campaign Bharti

SEIA Solar Energy Campaign Bharti

Executive Summary

Idea 1 - Green Giant – Three Dimensional Hologram

Sources: http://youtu.be/_-WWMJzDTqE

• Concept: • Green Giant launched One

Giant Pledge at Grand Central Terminal, New York City

• Families to take the Veggie Pledge and interact with a larger-than-life augmented reality Jolly Green Giant on a 30 square meters screen.

• Reach: One Giant Pledge generated 600 million media impressions from nearly 500 placements, 400 live event pledges and over 22,000 Facebook pledges. Green Giant, Le Sueur, MN. 1015863 likes · 3391 talking about this.

• Idea: We need a solar-man animated cartoon for the hologram.

• Target audience: 5-50 (Focus: 15-35)

• Location: Malls ; Happening Places .

• Duration: 1 day (11am-6pm) in every state

• Before IPO Launching: 1 month

Idea 2 - 3D Neon Campaign

Sources: http://youtu.be/cO7iCbtlclc


• Location: Cyber Hub (Gurgaon), etc.

• Duration: On weekends within different cities

• Before IPO Launching: 1 month

• Concept: • This is a 3D neon lights

campaign which was used for the promotion of a water selling company in France.

• It needs the audience to pedal the exercise bikes and a giant neon light man appears on the wall. This neon light man then moves when they pedal; the more they pedal, the more he moves.

• Idea: We can use sun based animations with neon lights. The theme will be “Environment” based so that it can catch more people.

Idea 3 – LED Bicycle wheel-on

Concept:

This concept was launched by fantasmaOwl to promote the awareness regarding bicycle riders.

Idea: We can use our company’s name or logo on the wheel by LED and organize a marathon or campaign in which everybody is going to participate.

We can use the theme “Environment”.


• Location: Goa, Mumbai• Duration: On weekends within

different cities• Before IPO Launching: 1 month

Sources: http://youtu.be/eLMQzfYANAU

Idea 4 - Sneezing Bus stop

Sources: http://youtu.be/rJZoEDrSpxK


• Location: Bus Stops, Open Markets• Duration: 5-6 months• Before IPO Launching: 5 months

• Concept: This concept was introduced by a pharmaceutical company to aware people about health and hygiene in Canada

• Science World decides to spread the facts by an interactive bus stop ad. This time it’s in the form of a bus shelter that sneezes on people when they touch the sticker as they wait for their bus..

• Idea: We can use boards or hoardings in which we can use current with low intensity.

http://www.youtube.com/watch?v=rJZoEDrSpxk&eurl=http://www.freshcreation.nl/comments.php?id=1499_0_1_0_C

Idea 5 - S-Oil Here Balloons

Sources: http://youtu.be/f0vk87z3sPA

• Target audience: 18-50(Focus: 15-35)

• Location: Parking• Duration: 6 months• Before IPO Launching: 6

months• Place: South Korea

• Concept: • S-oil launched S-Oil HERE

Balloons Concept in South Korea.• What if we could tell people there

was a parking space right here? With HERE balloons, S-Oil did exactly that.

• They set up a bright yellow balloon in each space.

• The balloon falls when a car parks in the space, and rises again when the car leaves.

• Quick parking means saving time and saving oil.

• That means happier drivers and a healthier planet.

• Drivers could see the colorful balloons from far away and spot empty spaces.

• Idea: We can use here balloons in parking lots for awareness of the company.

Idea 6 – DU Fest

Concept: TOTAL STUDENTS: 50000CONTEST: LIKE ROCK CLIMBING , CHOCOLATE EATING AND MANY MORE.TARGET: STUDENTS AS FUTURE INVESTORS .

CONTACT: STAFF OF THE COLLEGE.

• SMALL PAMPHLET DISTRIBUTION WITH INTERSTING FACTS

FEST: YOUTH NEXUS ONE OF THE BEST FEST OF D.U .

Idea: We can organize activities to engage students during the fest for the promotion of the company.


• Location: DU• Duration: 2 days between

January to March• Before IPO Launching:

Tentative

Idea 7 - Solar Tree

Sources: http://youtu.be/lHzBKl0R8lA


• Location: Malls, Parks, Squares, etc.

• Duration: 2-3 months• Before IPO Launching: 3 months

Concept: • This concept was

introduced by an Israel company.

• These solar powered

"trees" will be put in public areas and enable people to charge their phones and connect to Wi-Fi.

• Idea: We can keep these solar trees at prominent places where people can experience solar and it will help to gain the trust of public as well.

Idea 8 - Solar Van


• Location: Malls, Open markets, etc.• Duration: 1-2 months• Before IPO Launching: 2 months

Concept:

This is a mobile charging portable van which will be kept at the most happening places.

Idea: We will be putting our ads and boards on the Van, so that people get aware of the name.

We can engage people there by interacting with them and by questionnaires as well.

Idea 9 - Jack & Jones

Sources: http://youtu.be/c8d0AqeRtEE


• Location: Online Campaign• Duration: 2-3 months• Before IPO Launching: 2-3

months

Concept:• Valentine’s day: Celebrated

singlehood on valentines day as black valentine.

• Women’s day special: We love women who do conversation. It was just for people engagement.

• Friendship day: What if enemies became friends? Users asked loved to be friends with which enemy.

• Monday Blues: Asked users to abuse the shit out of Monday.

• Reach: • Black Valentine: 19,73,273

impressions within 8 hours• #WeLoveWomenWho: 58,372

impressions on twitter• #ShouldBeFriends: 1,02,146

impressions within 6 hours• #BeepMonday: 1,84,271

impressions within 12 hours.• Idea: We can use few ideas to

make people aware about company using digital media.

Idea 10 – Train Advertisement (Rajdhani)

Sources: http://www.relyoncts.com/


• Location: Nizamuddin to Thiruvananthapuram

• Duration: 4 months• Before IPO Launching: 4

months

Concept: Vinyl Wrapping on outer area of the train.• Contact for vinyl wrapping on trains • Delhi mail [email protected]• Phone: 91(01612550593), 9814055059, 9814055090

• Advertisemnt contact :CTS Management Services Pvt. Ltd.Marketing –sanjai jallaE-mail: [email protected] • Departs from platform number 5 arrives to

platform number 1 • Time 10:55AM TO 4:55PM 2 nights.• Distance 2848km• Speed 67km/ hr. people will be able to see

advertisement easily.

mailto:[email protected]

mailto:[email protected]

Nizamuddin to BangalorePlatform: 4 to 10Time: 8:45 pm to 6:40pm two night travel Distance: 2383kmAvg. Speed: 70km/hrTarget Audience: 20 to 50

New Delhi To Guwahati Travel Time: 27h 25m Distance: 1881 km (12 halts)Avg Speed: 68 km/hrDeparts: 13:55Arrives: 17:20 +1 night Platform: 16 to 1Target Audience: 20 to 50

New Delhi to Mumbai CityPlatform: 1 to 1Time: 4:35 pm to 8:35 amDISTANCE: 1386 kmAvg. Speed: 86km/hrTarget Audience: 20 to 50

Idea 11 – Road Advertisements (MUMBAI PATEL BRIDGE)


• Location: Mumbai• Duration: 1 months• Before IPO Launching: 1 months

• Concept: The cost for hiring this site for 10 days ranges from Rs 20 lakh to Rs 24 lakh.Patel Bridge caters to heavy vehicular traffic to and fro South Mumbai, covering Marine Drive, Nariman Point and the Bombay Stock Exchange.

• Reach: 3-4 Lakhs per Day• Contact: Times Out of Home

Media Phone no.: Mumbai +91-22-66296646, Fax no-+912266296602Phone no.: Delhi - +91-124-4556646,fax +91-1244556602.

• Idea:We can put one creative hoarding on the bridge because the reach is high.

12. 3D Painting


• Location: Airports, Malls• Duration: 1 month• Before IPO Launching: 1 month

• Concept:This will be kept on prominent places or on the places where the footfall is maximum.

It will attract people for photos and selfies, because today everybody is caption addicted so we can organize a selfie competition in which people will get to know about company.

• Idea: The logo will be on the painting and people have to click their pictures and selfies with logo to win the prize.

Idea 13 – 3D Painting (Airports)


• Location: T2, Mumbai Airport• Duration: 1 month• Before IPO Launching: 1 month

• Concept:It is a 3Dpainting, which will be displayed on the floor of the entrance to attract more people.• Reach: 31 Million Footfall (2013)• Idea:We will be putting this picture on the entrance of airport Gate no. 2,3,6.

• Contact Person:Mr. Vijayyewale(General Manager)Contact: Times innovative media ltd.Phone: 91 2255536983/022-30988113/30988998,022-55536983FAX: 022-55536800Email: www.timesoohmedia.com

Idea 14 – Airport Advertisement


• Location: Mumbai, Delhi, etc.• Duration: 2 months• Before IPO Launching: 2 month

• Concept: • Advertisement through

Hoardings in boarding areas.

• Tags For Luggage.

• Pictures on the back side of the seats in flights and Waiting Chairs.

• Reach: 35 Million footfall in Mumbai,

39 Million footfall in Delhi

Idea 15 - KLM Surprise

Sources: http://youtu.be/pqHWAE8GDEk

• Target audience: Middle & Upper Class

• (Focus: 45-60)• Location: Airports (Delhi, Mumbai,

etc.)• Duration: 1 month• Before IPO Launching: 1 month• Reach: 10,00,000 impressions

• Concept:KLM created a website and Twitter feed dedicated to their campaign, joined Foursquare, and posted their video on their YouTube channel and the KLM Facebook Fan page. They attempted to start and join conversations on those platforms, and get a feel for what their customers are like.They could have saved time and presented those 40 passengers with a generic gewgaw; instead, the employees took the time to learn more detail, and give their customers something that had real value to them.• Idea: We can tie-up with

some airlines and promote company in similar manner.


• Location: Digital Campaigns• Duration: 5-6 months• Before IPO Launching: 5 months

• Concept:This is a video used for the promotion of ”Redbull”.They hired people for river rafting and sponsored the campaign. They kept the ads on all networking sites.

Reach: Approx. 1,24,673 likes

Idea: We can sponsor any adventurous event or campaign and make it viral by putting it on social networking sites.

Idea 16 – Viral Video

Idea 17 - Bus Stop Campaign

Sources: http://youtu.be/NJN1jZ9_E50


• Location: Bus Stops, Open Markets

• Duration: 6 months• Before IPO Launching: 6 months

Concept: • The video consists of Photoshop

expert Erik Johansson operating from a van parked next to a bus stop where the poster board has been rigged into an electronic display.

• The crew inside the van take pictures of unsuspecting passengers and Erik Photoshop's them into all sorts of funny ads that are then displayed on the electronic display at the bus stop.

• Passengers waiting for the bus are more than amused to find their pictures displayed on the screen and the reactions are captured on camera.

Reach:• Adobe Photoshop’s Street

Retouch Prank video has skyrocketed to the top of the viral charts with over 9.2 million YouTube views and 300,000 Facebook shares within just 3 days!

Idea: We can use this concept with solar theme.

Idea 18 - SEIA Solar Energy Campaign

Sources: http://youtu.be/8UeprlztaHU


• Location: Across Major Cities• Duration: 3-4 months• Before IPO Launching: 4

months

• Concept:• This campaign was launched by

the company SEIA.It was America’s first national TV and web campaign to promote solar energy.

• In this campaign they have covered 6000 mile journey called “The Solar Generation USA Road Trip”.

• Their Policy was “If you want to know how solar is working for America.. You have to go and ask America.”• The campaign covered 16 states

to know about the views of solar generation people.

• Idea: We can plan a road trip in which the all the plants & sites of our company will be covered, where senior management people can join the road trip.

Sample Pictures

Sample Picture

Thank You

BackupIDEAS

SEIA Solar Campaign 3D Neon Light Campaign LED Cycle Campaign Bus Stop Prank Sneezing Bus Stop Solar Tree Solar Van Giant Green S-Oil Here Balloons KLM Surprise Jack & Jones (Digital Campaign) 3D Painting Train Advertisement Airport Advertisement DU Fest 3D Painting Viral Video Road Advertisement Sample pictures

AGE BRACKETS 25-50 15-50 15-50 20-60 15-50 20-50 20-50 5-50 18-50 Middle & Upper Class 20-50 15-55 25-50 25-45 18-25 20-60 15-50 20-50 -

Documents

IPO Marketing Strategies for HPPPL