Hero CBZ Extreme Brand Activation targeting Youth

Introduction

The Hero Xtreme is a 150 cc motorcycle from Hero MotorCup. It was Hero’s 150 cc contender in place of Hero Honda CBZ Xtreme launched after moving out of the Hero Honda JV. In June 2019, Hero MotoCorp launched a sportier version of its popular 150cc motorcycle in the form of the Xtreme Sports. With the launch of refreshed CBZ, Hero wanted to convey its new features & attributes to the TG. This BTL campaign is the very first attempt to embark on the promotional campaign for Hero, aiming at the markets in Madhya Pradesh.

Objectives

To create and spread awareness about the New features & Attributes of the Hero CBZ Xtreme
Encourage maximum enrollment for test rides
The test rides gave the visitors an intimate experience of riding the Hero CBZ Xtreme
To create brand recall with Target Audience
To communicate about the bike test rides that go on pre float campaign and main float campaign venue for more detailed information about CBZ Xtreme

Target Areas

Indore
Jabalpur
Bhopal
Gwalior

The Multimedia Campaign

Use of multimedia to ensure maximized returns:

Pre-Activity – A personalized one-to-one campaign where people enroll for test drives.
Postering – The team puts up the posters and distributes the leaflets.
Van Campaign – A product display van at the test drive location.
Test drives – A race track was created, and the TG was given test drives and educated about various traffic signals.
Call Center – To make outbound calls to the leads generated from pre-activity. Use existing data to communicate the main float activity and location.

Engagement Activity

This activity has been segmented to take place on two days.

On Pre Day, we decided the locations for the test ride and invited the audience and encouraged them to enroll for the test rides.

And on the locations, we applied the posters, which were around 5041, and distributed around 8106 leaflets.

On the Main Day of the activity, the Consumers who enrolled for the test ride 1st day came forward and took the test rides on the Race track.

Call Center

There were two modus Operands in the campaign:

Outbound: Called the customers and followed up with the lead generated through the Pre Float Campaign and existing data of the target group.
Inbound: We obtained easy-to-remember Toll-Free No- 9200789007. The Number was popularized through advertising, leaflets, Posters & Outbound Calls.
We appointed the call center named EFFORTS BPO for attending Outbound, Inbound Calls & Follow up Calls.