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Percept OOH banks on outdoor folklore to promote Mahindra & Mahindra's 'Alfa Plus' |
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network2media Bureau
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Friday, 13 July 2012 09:00 (IST) |
MUMBAI: Percept OOH is executing an outdoor activation for Mahindra & Mahindra’s ‘Alfa Plus’, the newly launched vehicle in the three wheeler cargo vehicle category. The campaign proposition titled as ‘Bade Fayde Ke Liye Bade Alfa’ aims to create awareness about the latest version of Alfa. The activation has been strategically targeted in states such as Madhya Pradesh, Chhattisgarh and Maharashtra.
The mode of communication has been designed to interact with the prospective customers like drivers and owners of three wheeler cargo goods carriers.
The first and second set of the promotions in Maharashtra that started in June 1, 2012 will conclude on July 16, 2012. The folk art of 'Lezim' and 'Powada' artists has been used to interact with the locals in Maharashtra.
On the parallel side, the activity in Madhya Pradesh and Chandigarh commenced from June 1, 2012 and will wind up on August 10, 2012. Folklore including 'Badhai' dancers and 'Surma Bhopali' mimic artists attracted significant visitors.
Interactive communication has been done through a game based on the product features. The activity involves communication, education about the product, entertainment, display, demo and test ride. 305 stands have targeted not less than 2463 visitors so far. Altogether, approximately 255 test rides have been done.
 Commenting on this initiative, Sanjay Pareek, president, Percept OOH, said, “The primary aim has been reaching out to the core TG using a local folk art form that enhances communication of the product features. The local art form has been interwoven with the product salient features, giving a whole new feel to the product communication.”
So far, the activity is running successfully, leveraging the brand equity of 'Alfa Plus'. Everyone who participated in the interactive sessions has been given a spot gratification, thereby increasing the recall level. Also read:
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