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Urban Brand Activations

[/vc_column_text][/vc_column][/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1455536113654{padding-top: 60px !important;padding-bottom: 60px !important;}” el_class=”service-content home-services simhasth-offers cases-detail-right”][vc_column width=”2/3″][vc_column_text]SMU wanted to create a buzz in the market for its 5 learning centers in West Bengal. The target was to establish a pull strategy to increase registrations in the participating centers before 30^th September.

A campaign route of mobile hoardings and non-lit look-walkers was taken to achieve the objective. The idea was to increase brand visibility, create brand awareness, engage the consumers and give a product demonstrations.

A toll free no. was setup by SMU, which was also promoted in the campaign.

Activity Modes Operand :

Two mobile hoardings with groups of 5 look-walkers each activated in North and South Kolkata respectively.
The mobile hoardings moved across the designated territories as per the daily route plan.
At certain target points across the city (which is mapped as per TG Segmentation), the mobile hoardings were stationed and the on-feet campaign was started by the look-walkers.
Look-walkers carried a non-lit board at their back which promoted the brand message directly to the TG. Alongside, leafleting was done for a period of 45mins- 1hour, in every location.
Direct consumer engagement was done through consumer interaction by the look-walkers and on-spot dialing of the toll free number to introduce the experiential aspect of the campaign.
Consumers were also encouraged to enroll in the participating centers and win the free tablet (as per client scheme). This acted as a pull factor.
Post this, the mobile hoarding would move to another targeted location to repeat the activity.

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Campaign Reach:

Composite BTL campaigning for 9 hrs per day
Increasing brand visibility, brand awareness, consumer engagement and product demonstration

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