[vc_row][vc_column][vc_column_text]Overview
The giant media client NDTV had a requirement to manage and deliver a major event that reached maximum people in 5 districts of Western, Central and Northern India. This was a completely new initiative, which had never been attempted in the company’s history as it involved educating people about digitalization and its importance in the coming future.
Approach:
NDTV wanted to create awareness among the business owners and shopkeepers of Jaipur, Indore, Kanpur, Nagpur and Surat about digital India and how it is going be the future of transactions and information sharing.
This included a door-to-door contact program, van activations, NukkadNatak, location-based mass message blast, and other promotional activities strategic locations to target maximum people and thereby educate them. This shall likewise educate the target audience the benefits of Mastercard with the help of HDFC team.
The vans were equipped with audio visual facilities, and also offered Internet connectivity, education material and other items. The information about the services was offered in 3 languages: Hindi, Gujarati and Marathi.
Key Highlights Activity Plan
5 days1 city 10 markets 4 shows per markets
CONCEPT
The activity was divided into 4 phases
Phase 1: Training
Phase 2: Promoter Training Program
Phase 3: Pre Buzz before the big day
Phase 4:The D-Day
Campaign:
Becoming a cashless society painlessly is an ideal situation. Fewer cash transactions in an economy can help bring down transaction costs, instances of economic offences and street crimes.
It needs some disincentives for withdrawing cash beyond a certain limit as well as incentives to encourage those who switched to digital payments systems to stay with that mode. Above all, governments — both State and Central— need to ensure that digital trails exposed by this transition are assiduously tracked to maximize revenue gains. The campaign #CashlessbanoIndia was aimed at establishing this belief of going paper-free and adopting the cashless techniques of money transaction and remittance.
Pre-Activity Buzz
Aim: Create visibility and buzz in the market about MasterCard and build-up to the main activity day Pre buzz activity to have an Inflatable Structure which will be placed outside HDFC bank / Shops.
Elements Used
Engagement Drive
The NDTV had floated the campaign “CashlessBanoIndia” to create national awareness on digital transactions.
With the engagement drive that was visually pleas ant to the people,we were able to gather maximum number of people at ahotspot where the activity was done.
The van was used as a medium to drive maximum engagement. Here, the business owners were taught the uses of various digital tools.The door-to-door contact program was focused on elaborating and throwing light on mobile payment facilities, ATM cards, online banking to educate the people for a brighter digitalized future.
The Activity Flow and Management
A team of 1 anchor, 5 Nukkad Artists,1 Inflatable Man,1 Supervisor and 7 Promoters led the campaign toward ssuccess. For the final day of each campaign, prerequisites were taken into consideration and the Nukkad Artists prepared themselves and rehearsed. Video clips, sound bites and presentations were downloaded and prepared by the production team and were incorporated in the van setup.
The day was then pieced to gether slide by slide. Standees were placed, announcements were made and strategic touch-points were identified there after to ensure consistency and accuracy throughout.
THE RESULTS
Overall, the program achieved each of its goals. Surveys showed that the guests were pleased with the Cashless Bano India Program with many responding “very satisfied” or “extremely satisfied.” Most importantly, the experience had a lasting effect – maximum number of attendees self proclaimed themselves as digitally educated up to certain level and will most likely adopt digitalization trends. After reviewing survey results, there was no mention of the location switch or disappointment whatsoever, NDTV was highly satisfied with the prompt response the campaign received.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”10621,10622,10623,10624″ click_action=”light_box” autoplay=”true” nav=”true”][/vc_column][/vc_row]
