[vc_row][vc_column][vc_column_text]Client: Gwalior Municipal Corporation
Product Category: Swachh Bharat Mission
Target Markets: Gwalior
Coverage : All 66 wards of Gwalior
Activity Days: 20 days
Media Deployment: Nukkad Natak, Puppet Shows, Swachhta rath, Leaflets Inserts, Hoardings, Live size cutout, Badges, caps, keychian, Digital Integration.
Gwalior Municipal corporation with an aim to be the cleanest city among the 500 cities in the Swachhta Sarvakshan 2017 proposed a tender for the agencies who can promote it in Gwalior.
GMC and we joined hands to work together for this cause. They wanted to cover all the 66 wards which comes under GMC and in the limited time frame of 20 days.
The main aim was to make the city cleaner and make people understand the importance of cleanliness and use of toilets. They wanted to promote no open defecation as it is home for many disease.
They also aimed at involving the public to be a part of this movement as Swachhta Caption who will take the responsibility of keeping their surrounding clean and healthy and also wanted to increase the number of likes on the Facebook page they have.
After deliberating the brief with the client. Ascent has come up with and the idea of an Offline led the online campaign as the time was less and the target was big.
We decided to first touch the rural area of GMC with the help of Nukkad Natak and a puppet show. Along with that, the online will start which will let the public of Gwalior knows about the things which are happing in their surrounding.
There were certain criteria in which the city will get the points in the Swachhta Survey which needs to be promoted and needs to engage the people with engaging content so that they come forward for the cause of cleanness and make the city number one.
There were two teams of Nukkad Natak and they used to do 10 shows per day in the pre defined territory, the script of the show is based on the cleanness and problems which people faces due to open defecation. It was an entertaining show with 5 member in a team and did 200+ shows in 20 days.
The Puppet show team had musical jingle for there performance which again is based on the Swachhta platform, the jingle was created to attract more and more people to come and join us for the mission of cleanness. We tried to convey the message in an engaging way so that we reach to maximum people with the WOM which this activities create in the market.
On the puppet show vehicle we place an big bell and once the show was over we use to urge people to take the pledge for swachhta captain and ring the bell to announce it to all that from today he will be taking care of his house and nearby surroundings.
Digital Integration in the campaign:
We created an content for Bioscope in video format which is played and different shows in the city. It was an innovative and engaging element which created WOM in the market about the activities going around in the city regarding cleanness drive of GMC.
Along with this an engaging comic jingle was played for 20 days on radio to engage more TG and join hands to make the city number one. It was to encourage TG to keep the city clean and healthy and the message was delivered in an comic way.
We also did a campaign in which we played audio file on caller tone of the TG the results which we got are here
1: Campaign has delivered 94% of planned budget, with a success rate of 96%.
2: Total ad plays numbered 188,389 with 179,949 impressions lasting longer than 1
3: 100% of successful ad plays were served to 96% unique MSISDNs
4: Average engagement time with the ad was 13.90 secs which is 96% of Audio file length. It is also important to note that this is higher than the industry average for video (75%)
Integrate your offline efforts with online campaign for better results:
It will always be fruitful to align your offline efforts with online channels in order to multiply outcomes. Recently we have executed ‘Swachhata Campaign for Gwalior municipal corporation where we had to create Swachhata Ambassadors from the city who would work as ambassadors to facilitate administration for further making people aware of cleanliness and contribute in this major joint initiative for making it successful.
We drove a campaign on facebook and created many engaging posts for making people come forward for city’ initiative. Out of one-month-long online efforts people participate and supported the campaign and shared many posts and interesting articles. More than 1200 people showed their interest for becoming Swachhata Captain. They were finally invited by the commissioner and felicitated for their efforts.
The major task was to engage more and more people online so that maximum TG can be touched and the message reach the maximum desired TG. Hence, we started our online campaign to target the TG.
We started to post the activities images online to let the people know about the activities which are going in the city for swachhta, on which we got good response.
Then we started to post the question-based content to engage the TG and know their opinion about swachhta, which made an impact on the TG and the response was good people started to comment their views and the way in which it can be taken forward. To engage the TG further we started to ask the question based on Gwalior.
Further to increase the engagement we started to post the content based on making Gwalior clean and healthy, The content reached thousands of individuals who liked and shared it.
The need of the hour was to develop Swachhta Captains who can take the responsibility of keeping their surroundings clean and can join hands with GMC to work together and make Gwalior a clean, healthy, and open defecation free city.
With the help of post we got 1200 people enrolled with GMC for Swachhta Caption.
We also integrated a miss call number on which any once give miscall and register their problems which will be further taken care by the GMC which results in better image and confidence in TG.
We also posted some content on tips to promote the does and don’ts to keep the city clean and healthy. To touch the emotions of TG towards their city and make the city number one.
As to reach more TG video marketing is done in which we took the video of those who are involved in the work to make the city clean and of those who are influential people in the city whom everybody knows and would like to listen to them like Mayor, Municipal commissioner, SP etc.
Mayors Video post:
SP Gwalior Post:
Municipal Commissioners Post:
CEO Smart City Gwalior’s Post:
The Video post results in more engagement from the whose results are showcased when we did the post for filling the survey from which is one parameter for any city to be number one among all other city.
The Campaign was over now it’s time to see the results as the team from Delhi had come to do the survey in Gwalior city about cleanness and what people know about swachhta Survey and what all things needs to be done to keep the city clean and the status of cleanness in the city.
First team did the survey and Gwalior was awarded as Open Defecation free city for next 6 months, and Gwalior came number 1 among 500 cities in People engagement and Participation.
Branding Elements used in campaign:
Gandhiji Live size cutout is placed at government office and other prime locations
300000 Paper inserts in 20 days in the city
50 Hoarding were placed at prime locations in the city
Bus stop branding was done
Caps, Keychain, Leaflets and Badges distributed among TG
Wooden Cutout and Pole Kiosk placed in the city[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”10602,10603,10604,10605,10606,10607,10608,10609,10610″ click_action=”light_box” autoplay=”true” nav=”true”][/vc_column][/vc_row]