Upload
vritti-i-media
View
372
Download
0
Embed Size (px)
DESCRIPTION
Take a look at yet another successful campaign by Vritti-i Media, this time for Goodknight Low Smoke Coil.
Citation preview
Goodknight LSC campaign for Rural masses at ST Bus stand
Good market share in coil space. Maharashtra small towns and rural markets is P1 market for coils The objective was to create awareness about the Goodknight “Low smoke
coil”- 360 degree communication, branding and engagement at a central place in Rural Markets.
To communicate and demonstrate the difference between Low smoke coil and regular coil to their TG in small towns.
The outcome Goodknight was looking was ◦ consumers being drawn to the stall,◦ Then see the demo and carry back a Goodknight Low smoke coil
It was decided to sell at discounted price instead of
Free Sampling
Objective of the campaign
StrategyStimulate three senses of the individual in one campaign at same time ,same place
Ears Eyes Personal feel
Objective
Educate the TGEngage Them Make them feel the product
LETS NOT FORGET…RURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS
STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING….
81% of ST Buses are engaged in rural transportation
More frequently and regularly visitedBrands can communicate strongly and effectively..
STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING….
Why ST bus stands were selected
• ST Buses today connects you to 30% of the Villages and every year its growing.(Its almost 80% in South and West India)
• For Rural People ST Bus stand is a landmark and all shopping places are in the vicinity of ST Bus stands
• A,A+ people living in Villages travel through ST Buses when travelling to district/taluka places
• ST Bus stand network is very strong in Rural Markets
Some deep Insights!
Mahras
htra
Karnata
ka
Punjab
Andhra
Rajasth
an
Uttar prad
esh
Tamil N
adu
Gujrat
Kerala
Haryan
a
West
Benga
l0
2
4
6
8
10
12
14
16
18
Total Footfall per day(Per Mil-lion)
Reasons for coming to the bus stand
4.15% 1.99%
86.24%
7.30%0.00
15.00
30.00
45.00
60.00
75.00
90.00
105.00
Trav elling SeekingInformation
Shopping Seeing offfriends/relativ es
Reasons
Res
pon
ses
in %
35.79%
18.20%
29.32%
16.31%
0.33%0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
< Once a week Once a week 2-3 times a month
5-6 times a month
No response
Res
ponse
s in
%
Frequency
Frequency of travelling Average Waiting Time on ST Stand
0.33%8.74%
17.15%
44.47%
28.53%
0.00
10.00
20.00
30.00
40.00
50.00
5 to 10 mins 15 to 20 mins 30 to 60 mins 60 mins andmore
No response
Time
Res
pon
ses
in %
Demographics of ST Bus stands(Maharashtra)
14%
38%28%
14%6%
SEC A SEC B SEC C
SEC D SEC E
77%
15%6% 2%
18-30 years 30-40 years
40-50 years 50-60 years
As per AC Nielsen Reports
Base: All Respondents (n:539)
• Younger age group respondents formed higher proportion of sample
• Respondents of all Socio-Economic Class are interviewed with higher proportion of Higher SEC
Occupation
30.24%
7.86%
5.88%
13.85%
26.44%
6.21%
2.25%
7.26%
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
Student Farmer GovernmentEmployee
Business PrivateSector
Others Retired NoResponse
Occupations
Res
pons
es in
%Demographics of ST Bus stands(Maharashtra)
Geographies selected
Sr. No Station Name Sr. No Station Name
1Ahmdnagar Old CBS
13Jalna – CBS
2Aurangabad- CBS
14Malegaon New CBS
3Beed – CBS
15Nagpur-G.Peth
4Latur- CBS
16Nashik – New CBS
5Pune– Shivajinagar
17Nashik Road
6 Pune (Swargate) 18Thane Vandana
7Sangamner
19Navghar Vasai
8Satara CBS
20Wardha – CBS
9Solapur- CBS
21Yeotmal – CBS
10Amravati CBS
22 Sangli
11Bhandara CBS
23 Kolhapur
12Jalgaon- CBS
23 locations selected (Maharashtra)
Goodknight Campaign
• How It was executed?
EarsGoodknight Jingle on ST bus stands
(click on pic to hear the jingle)
Note for rajesh sir :Goodonight budha budhu jingle
Ears : Goodknight -LSC activation Jingles on ST bus stands
(in addition to main jingle)(Click on picture to see the video)
Note for rajesh sir : Image and video as in marcus evans presentations
EyesHoardings In ST Bus stands
EyesST Bus stand branding
EngagementCanopy activities
Campaign Success!
• Goodknight Brand
Campaign Feedback Tools
Sale amount deposited with each dealer every day f canopy activation
Feedback form been filled up for customers buying coils
Live Interviews of customers (at select locations,Videos available)
Daily report at End –of-day of each activations
Constant visits of goodknight representatives at each location
• Reach of 2 Cr 76 lacs+ People in 23 districts• Demo Engagement with 36,939 People in 23 locations.• Actual sales of 3069 packs
All this in just 7 days campaign in each location
Conclusive success story for Goodknight!