[vc_row][vc_column][vc_column_text]Client: Hero & HDFC
Activity: Hero Dairy Farmer HDFC Van Campaign
Activity Duration: 32 days
Hero, in partnership with HDFC, offers milk cooperatives low-interest loans. They needed a strategy for marketing the loans.
We devised a two-stage strategy for them in order to catch them where they are. A pre-activity float and the main activity float were included in the activity. The campaign’s operation touchpoints were milk cooperatives.
Objectives:
- To Educate and aware TG About Hero.
- To increase the sales by Awaring Farmers About The finance Facility.
- Encourage target audience to know more about the Hero and HDFC Finance Plan.
- To provide test rides to personally experience The Bike.
Challenges
To keep farmer glued and excited about the main activation. For all those who could not attend either of the activation (prebuzz or main) will get to call in at an inbound number to get there mobile coupon and can walk with it into a nearest dealership to avail the offer.
Approach:
To reach out to dairy farmers pan MP, Ascent proposes a two facet approach wherein we first spot them at milk collection centers. These milk collection center are majorly located in Tehsil places.
Our team would locate such milk collection center, prebuzz in terms of bannering, postering and seeking prior permission for the main event.
Second, locating milk collection center will be a precursor to our main activation that will happen on the Second day where in a canter with a display of 1 bikes will reach the same location with finance facility.
Stage 1
Pre-Activity Float –
- The team comprising of a salesperson and a supervisor, along with a TATA Ace, visited the milk co-operative centers.
- The team would collect the data and inform the TG about the scheme.
- The same data was then passed on to the main activity team
Milk Collection Centre inviting target group
Data collection from target groups
MIO Providing Information
Information about scheme
Encouraging customers
Participation of TG
Stage 2
Main Activity float –
- According to the data shared by the pre-action team, a branded Eicher along with a sales manager from a nearby dealership, an HDFC supervisor, and an activity supervisor will visit the milk co-operatives.
- The team would set up an inquiry desk to sort out the queries generated by the TG.
- Test drives were given to the interested customers.
- Leafleting was done around the setup to ensure brand connection.
Separate Desk and Enquiry Centre
Van at a collection centre
Encouragement of TGs towards the product
Providing information to milk sellers
Data Collection
Enrollment of test rides
Customers doing test rides
TGs Purchasing bike
Outcome:
Pre Float:
Visitors- 2700+
Leads- 1000+
Hot Leads- 190+
Sales- 14
Main Float:
Visitors- 1500+
Leads- 900+
Hot Leads- 150
Sales- 22[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”13891,13892,13893,13894,13895,13896,13897,13899,13900,13901,13902″ click_action=”light_box”][/vc_column][/vc_row]
