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Client: Mosic
Product: K: Mag
Activation area: Uttar Pradesh, Maharastra, Madhya Pradesh, Rajasthan
Duration: 5 months
Van activity cycle: 2 vans per village for 30 days
Locations covered: 25 district in Maharashtra, 10 districts in Madhya Pradesh
Media Deployed: Van engagement, Audio announcement, Tele calling, Posters, Leaflets, standees, banners, danglers, bunting, freebies
Brief:
Mosaic has been an active player in fertilizer and pesticide market with a strong presence in northern and western states of India. To further serve their customers with better product results and experience, they launched a new product in the market, K-Mag. This new product from Mosaic promises to be a perfect source for Magnesium, Sulfate and Potash.
To create brand awareness amongst the target audience, Mosaic wanted to activate their targeted farmers before the crop season. The brand’s intention was to create a top of the mind recall of K:Mag before the start of season and convert the lead into sales. They aimed at presenting Mosiac K-Mag as the best available choice of the lot having all the essentials.
Here, Ascent creatively curated an integrated route to underline the USPs of the product. A thematic engagement was initiated to drive maximum farmers and develop an effective brand recall.
Concept:
Our strategic understanding of the product and market served us in identifying the market segment and their media preferences. The entire concept of the engagement was centered on customers/various customer segments like distributors, retailers, progressive farmers. Our concept was backed by right timing touch point approach.
Since the area of work was huge and involved multiple segments, the campaign was broken down into three major activations that ran simultaneously for better implementation. They were:
- Retail Branding
- Tele-calling
- Van Engagement
These activations were strategically integrated into a cohesive marketing plan to serve the purpose of brand presence and lasting product recall.
Retail Visibility:
Retail outlets are one of the places where consumers and brand have direct interaction. It serves as a crucial platform for brand visibility and heightened brand recall ability. It was thus imperative to explore this segment. To create a buzz in the market about Mosaic’s newly launched K-Mag, we provided in-shop branding services.
Artistic and attractive branding tools like inflated danglers, table tops, posters, banners, bunting, dealer sign board and standees were installed at retail stools present across Madhya Pradesh, Rajasthan, Maharashtra and Uttar Pradesh. The installations were made in around 485 shops in above mentioned states. These installations acted as a boon for the K-mag as it created a viable environment for customers and retailers to interact.
Inflated Dangler
Poster
Table Top
State Wise over view of retail branding: Retail Branding in M.P
Retail Branding in U.P
Retail Branding in Rajasthan
Retail Branding in Maharashtra
Tele-marketing:
Approach:
Whether selling to businesses or to customers, telemarketing is most effective way to promote a brand and create potential business opportunities. It has the ability to tap valuable clients and keep in touch with existing ones.
Since database of 25000 numbers were to be exhausted over the span of two months, the data base was to be sorted out and redone basis daily targets. The daily target was then set and callings were made rigorously. At the back end, we created a reporting mechanism to efficiently co-ordinate with the client and report for any problems.
Date sorting Target Setting Reporting Cross Check
Campaign Execution:
Once the telemarketing approach was ideated, it was executed in two phase.
In the first phase, callings were done to the Target Group to draw their attention towards the new product launched by Mosaic. The product was introduced through a pre-written script which highlighted the USPs of K-Mag. The first phase ran for the duration of 3 months from October to December.
A special set-up with required equipments was created to house the tele-calling team to execute the work. A team from Mosaic comprising of doctors and state heads visited the center to train the team. The team was oriented about the features of K-Mag and how it is superior to other brands available in the market.
The callings for the first phase started on 9th October. On the very first day, a total of 450 calls were made. The following day, around 520 calls were made to the farmers. As K-Mag was a newly launched product, farmers had many queries that were hampering the calling numbers initially.
Enquiries Farmers made were:
- Can K-Mag be used for floriculture?
- Can farmers have K-Mag demo?
- What is the water solubility status of K-Mag?
- If there is a need of using pesticides after applying K-Mag?
- What is the effecting as well as reaction time for K-Mag?
- What is the ratio of S, K, Mg and their respective functions?
An initiative to tackle the low number of callings was taken through query resolving mechanism. The concerns and queries raised during the calling process were registered and transferred to the experts who resolved them on the spot.
This initiative not only helped in resolving farmer’s doubts but also helped in instilling a renewed energy and vigor in the calling team.
Subsequently there was a great hike in the numbers of calls placed to the farmers.
During phase 1, a total of 22, 112 calls were placed from the center in which 11,965 calls were placed in Maharashtra, 7,490 calls in Madhya Pradesh and 2,614 calls in Uttar Pradesh. Four calling attempts were made which created approx. 4180 hot leads.
The second phase was the follow-up round where the TGs were called to review the effectiveness of K-Mag. The second phase was effective from November and covered Madhya Pradesh, Uttar Pradesh and Maharashtra.
Calls were made to the already covered farmers and were asked to review the product and comment of its effectiveness. The second phase of calling registered urgent requirement of the product thus marking the effectiveness of the whole activation.
Van Activation:
For BTL activations, Van engagement is an apt for rural marketing. Farmers amid many van campaigns find every brand to be a me-too brand. Thus, an engagement speaking the very DNA of a brand makes up a working proposition and longer brand recall. On top of it, when we add entertaining jingle to it, it brings more depth to the medium.
The campaign ‘Ab Karo Faisla’ was thus conceptualized. Through Ab kro Faisla, the intention was to raise curiosity around Mosaic K-Mag by adopting experiential marketing tools. This will present Mosaic K-Mag as the best available choice of the lot having all the essentials.
A thematic engagement was ideated where in there was cue cards driven wheel game. The game consisted of 3 cue cards bearing the USPs of K-Mag and a big wheel that had all the three USPs designed on it. The participant had to pick up one cue card. Then the participant was asked to spin the wheel. If the wheel stops at the same message that is on the cue card picked up by the participant, he would be declared the winner.
Activity Flow
Reach the target Village
Setting the Arena
Setting the music to create a buzz
Gathering the crowd
Announcement of the activity by anchor
Initiate the engagement
Declaration of the winner and prize distribution
Repeat the flow
The van was specially designed and branded for the execution of the activation. The van travelled from village to village covering every nook and corner and disseminating the information about the activation.
Upon reaching the engagement area, the game arena wass set. The prompter present in the van would then gather the crowd and urged the farmers to participate. Once enough crowds were gathered, the anchor started the game. It was a total of 30 min engagements where our on-ground team tried to perform 2 games and managed to attract 40-50 footfalls. Each day for 30 days, 3 to 4 villages were covered were at least 2 games were played.
Result:
Not only did we manage to bring Mosaic K-Mag on the farmers’ lips during the campaign, we also managed to build a trust factor for the product amongst the retailers, distributors, and end-users.
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