VALVOLINE CUMMINS INDIA PVT. LTD

Brief

The idea was to develope an effective campaign to create trigger for participation through an equally interesting and effective engagement module & highlight brand differentiating factor clearly to induce product trials.

Objective

To design ROI driven campaign to tap the Tractor owners in UP, MH & AP. The aim was to intercept maximum tractor owners and mechanics and bring the brand to their consideration set.

Solution/Execution

The proposed idea was built around elements of profitability, health, recognition and entertainment to have a successful and effective communication with Tractor owners. We engaged the TG during pre-publicity through snake-ladder game. To ensure effectiveness, the pre-publicity team distributed keys with random 3-digit codes to the prospects. Prospects were invited to visit the retail outlet to unlock the Treasure Box using the key's code and subsequently won prizes. The main activity included fundamental health-checks like BP and BMI, conducted by a trained supervisor, explaining the TG the importance of good health and keeping fit for long and happy lives. Oil change camp was also conducted at consumer retail outlets to intercept and engage TG.

RESULTS

The campaign delivered major ROIs as the offtake was 700-1000 Tractor Engine Oil Buckets in each camp. The activity reached over 50 retailers and around 500 mechanics were intercepted.

Awards & Recognition

Won Bronze at RMAI Flame Awards Asia – 2017 under category agriculture.