CHEVROLET SPARK

PRODCAST CAMPAIGNClient: Kropex limited, BangaloreCampaign Period: 13th June & 14th June, 2009Location: Bangalore, India.

Campaign Objective

• To create awareness about the new Spark LPG

• To make people carry along with them the experience of the car

• To create recall and enquiries for Kropex, a new dealer for GM

• Target age group: 20 to 35 years

Campaign execution

• Campaign was carried out in Forum mall in Bangalore as it’s a popular hangout for people from various walks of life.

Car specifications (GIF) Dealer details

(GIF)Mobile

wallpaper

Forum is already Blufi zone where users can get the details of the mall and offers from different retailers directly on their mobile

The car was showcased at the entrance of Forum and there were posters and banners prompting people to turn on their Bluetooth for details of the car

BluFi network in Forum mall was made in to a Chevy zone and interested users received complete details of the car, wallpapers and details of the dealer

Users in other floors were informed about the car and prompted to go and have a look at the car

• Details about the dealer Kropex were also delivered to users as a mobile animated content in an attempt to promote the dealer

• With ‘Prodcaster’ an innovative product of TeliBrahma we made the car speak for itself to the customers

• People could experience a product without even going close to it and carry the experience along with themselves!

Challenges

• Display of cars in Forum is common practice hence its difficult to attract viewer attention span for long

• People generally give a glance to the display and forget it. We had to make them carry the experience along with themselves

• Get people in different floors in the mall to know about the car and ignite excitement in them to have a look at the actual product

RESULTS

Location Downloads (10,500)

%

Ground Floor 1455 15%

Ground Floor – Mc Donalds outlet

1297 13%

Ground Floor – KFC outlet

1187 12%

1st floor 2493 25%

2nd Floor near - Featherlight

1480 15%

2nd Floor near - Nick Nish

1705 17%

3rd Floor near - PVR 389 4%

Downloads based on different phones

Campaign Success• It was the first time that users got necessary

details about the car without needing to stand in the crowd , or asking from promoters or company people around the car and hence there was a huge response

• At an average there are about three hundred downloads at Forum but the days the Spark campaign was carried out, there were about 4000 downloads each day

• The dealer got a great response compared to the traditional mode of promotion

• The campaign saw the viral element at its best. The engagement levels were high as there was more call to actions

• User engagement

IDEATo make the product speak for

Itself to the customers.

CREATIVESimple animated mobile

contents (wallpapers, screensavers etc)

animated information details of the dealer& the

car.Engaging visuals of the

interiors of the car.

MEDIA

Content delivered to all users within the proximity of

forumContents were customized

to different mobilesThe car itself became the

media as it told its own story

CORE OBJECTIVETo increase

enquiries about the car from the

dealer.

Website: www.telibrahma.comE-mail: info@telibrahma.com Blog:

www.telibrahmaindia.blogspot.comSlideshare: www.slideshare.net/blufiTwitter: @telibrahma