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This BTL Campaign is attempt to Embark on the promotional campaign for DuPont Aiming at the Sugar mills and Villages in West Uttar Pradesh.

To save farmers from cyclical problems DuPont wants to take Coragen to the farmer with an assurance of guaranteed performance. The projected communication of progress spearheaded by those (users) who have their moment of truth guides others(non-user) to come over the hitch and chose/elect DuPont Coragen.

DuPont is 30 Days Van Campaign focuses on Sugarcane Farmers so that they came to know more about the Coragen Usage.

 

As Our Theme is “Tarakki ka Chunav” so our main aim is to convey this message to every farmer at Sugarcane Mill and Villages. Nearly …… Visitors of Uttarpradesh (West) have interacted during the Activity.

 

Objective:

 

•  To Aware farmers that DuPont Coragen doesn’t affect the Quality & Valuation Part Of the Crops.
• To command top of the mind recall for long-duration control, yield i.e. height, girth & length.
• To explicitly orient the users about DuPont Coragen application/usage methodology.

 

Concept:

 

This campaign includes 8 phases:-

• Pre Election Rally ( Aao Milkar Karein tarakki ka chunav)
• Felicitation ( Apno ne dikhai rahein, hum kaise tarakki payein)
• Pre Engagement (Bindu Milayen, Nishchint Ho jayen)
• Testimonial Vedios on LCD ( Tarakki ki Kahani, Apno ki Zubani)
• Drench Application ( Jaane kaise karein Prayog)
• Main Engagement ( Tarakki ka Chunav)
• Freebies Distribution ( Inhone Kiya Tarakki ka Chunav)
• Name Plate Installation ( Apno ne lagai, Apni Tarakki ki pehchan).

 

Pre Election Rally (Aao Milkar Karein tarakki ka chunav)– To be on the heels of Chunav, rallies are commonplace.  Rallies See dhol- dhamaka with slogan chants colored with pla cards.  Our efforts were to recreate the same scene. During our rally, if we spot User then we will ask them to lead the rally.

Felicitation (Apno ne dikhai rahein, hum kaise tarakki payein)- Users Showed the way for non-user to come forward to become part of the ongoing progress. We then had to rope in the non-user to believe the same.  Tarakki Ka Chunav as our activation idea invites non-users to become part of the “Progress”.

Pre Engagement (Bindu Milayen, Nishchint Ho jayen)- Anchor illustrative the functioning of Izon label on the product bottle, by tilting it in a prescribed manner. The participants have to memorize the pattern of tilting and the respective dots and drop a Ball into that particular console. The one, who finishes the task fastest, would stand out as a winner.

 

Testimonial Videos on LCD ( Tarakki ki Kahani, Apno ki Zubani)-  After a Qualifier round we showed the farmers Testimonial videos of user farmers who already experienced the Coragen in their fields.

 

Drench Application ( Jaane kaise karein Prayog)- The anchor talks about the drench app demo then MIO  ready to start position on the van platform to begin the demo. Anchor highlights the key activities during the demo. Besides, during the engagement, the point of usage methodology comes the anchor then diverts everybody’s attention to standees.

 

Main Engagement ( Tarakki ka Chunav)- 4 participants begin and move dice. Moving forward on the wooden plank depends upon sequential attainment of 1, 3, and 5 digits on dice i. e, the key messages of DuPont Coragen And 2,4 or 6 digit have drawbacks, Will thus won’t let participants move forward. The participant who reaches first was announced the winner. He walks away with the flag of progress.

 

Freebies Distribution ( Inhone Kiya Tarakki ka Chunav)- The person who wins the Main Engagement round will get the freebies.

Name Plate Installation ( Apno ne lagai, Apni Tarakki ki pehchan)-In the end, the team along with Dhol and the User farmer go to his resident to install the nameplate to add more buzz.

 

Target achieved:

 

Bulandshahar:

• Days    – 30
• Visitors – 5380
• Engagement Rounds/ Winner – 380
• Lead Generated – 807
• Gratifications – 771
• User Farmers Interacted – 260
• Name Plate installed – 132

 

Muzzafarnagar:

• Days    – 30
• Visitors – 4260
• Engagement Rounds/ Winner – 596
• Lead Generated – 914
• Gratifications – 1184
• User Farmers Interacted – 261
• Name Plate installed -240

 

Bijnor:

• Days    – 30
• Visitors – 2980
• Engagement Rounds/ Winner – 356
• Lead Generated – 797
• Gratifications – 718
• User Farmers Interacted – 151
• Name Plate installed- 124

 

Muradabad:

• Days    – 30
• Visitors – 6480
• Engagement Rounds/ Winner – 444
• Lead Generated – 1150
• Gratifications – 853
• User Farmers Interacted – 170
• Name Plate installed – 142

 

Sitapur:

• Days    – 30
• Visitors – 4850
• Engagement Rounds/ Winner – 308
• Lead Generated – 1610
• Gratifications – 616
• User Farmers Interacted – 339
• Name Plate installed -161

 

Bareilly:

• Days    – 30
• Visitors – 4890
• Engagement Rounds/ Winner – 309
• Lead Generated – 836
• Gratifications – 618
• User Farmers Interacted – 159
• Name Plate installed – 125

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