Pass Pass- Mouth Freshener

Sampling Activation

Brand Awareness

Marketing Mix

Lead Generation

Sampling Activation

Background

Objectives & Target Group

Target Audience-

• Individuals• Age- 13+

To create Brand

Awareness

To position

the brand

To reach out the

TG

To generate

leads

The Idea

The concept is ideated to create a sense of togetherness amongst the TG with respect to their relationship, age and behavior. It encourages people to come together, no matter what the age is. 

The concept will be promoted by various engaging activities and contests with assistance of sampling activity.

‘Always ‘Pass Pass’

Communication

Challenge- To encourage & excite the TG to participate in engaging and interaction activities

Approach & Touch Points

Touch Points- Malls & Multiplexes, Busy Streets & Markets

College & Universities Toll Plazas

Hype Creation Consumer Engagement

Free Sampling

Brand Awareness

Grand Product Replica- Malls, Public Place- LIMCA Book of

Records

- A grand replica of ‘Pass Pass’ pouch to be created for public display in Mall premises during the course of the activity- The replica to be created in largest possible size to create the hype about the activity and brand- TG to put their signature on the replica to create a ‘Pass Pass’ Wall of Fame.

The biggest replica to be nominated in ‘Limca Book of Records’.

This strategy will create a huge impact amongst the TG and media in terms of brand awareness and brand recall

Note- Largest public display replica- ThumsUp Bottle replica- Jaipur- 15ft 6” (L), 2.9 ft dia Largest in-store product display- Himalaya Neem face Wash- Bangalore- 17ft (H), 11ft (W) & 5.3 ft dia

Hype Creation

Grand Product Replica

Free Hugs Activity- Busy Streets, Markets

-Brand promoters wearing ‘Pass Pass’ branded T-shirts to roam around activity areas- busy streets, markets- Promoters to approach the TG for giving a hug to show togetherness and belongingness towards them- Promoters to have free sampling of products that would be given to the TG during the hug giving activity

Challenge- To motivate TG to participate in the activity and influence them for free sampling

Children can be roped for the activity- we can associate with the NGOs who are working for children welfare- It will create a buzz in Media and amongst the TG and help to build brand image

Buzz in the Town

This hype creation activity will highlight the brand communication that is Come, Experience and celebrate the joy of togetherness.

The activity will help to establish a strong association of brand with the TG

QR Code Banners & Placard

- During ‘Free Hugs activity’ promoters to hold the Placards & Banners - A QR Code and DS Group logo to be printed on Placards & Banners- QR Code to have the information and link of on ground activities which are going on various touch points- TG to scan the code and get more information about the activity and contests

Activity Promotion

These days most of the TG have Smartphones with QR code facility. The exercise will create a curiosity among them and lead further to connect with the brand.

This innovative strategy will help to generate leads in the market as well as encourage the TG to participate in various on ground & online activities

DLF Mall, Saket

QR Code to lead the TG to the location of the activity and link of social media

Socia

l Med

ia

On-ground activity location

Lead Generation &

info about Consumer

Engagement

Consumer Engagement &

SamplingMalls, Multiplexes, College Campus

-An Always Pass Pass set up to be created in Mall & Multiplexes premises- (depending on the available space)-Striking branding to be done for maximum brand awareness- Promoters to make aware the TG about the activity and brand- TG to participate in various game activities and get free samples- Winners of the activity to be gratified instantly

- Establish a starting line and a finish point- Pair up players and line them up at the starting line to participate in a balloon race- Players to hold a balloon in each hand and 1 balloon between their legs- Then players will run down to the finish point and run back to the starting line.

- To be a winner, TG to complete the race at first without dropping or popping the balloon- Winner to be gratified with instant gratification

- All the participants to be given Free samples of ‘Pass Pass’ mouth freshener

- The activity would be challenging & entertaining for the TG.

Engaging Activities‘Pass Me If You Can’

-TG to participate in a ‘photo click’ activity wherein they have to click a photo of their friends or family while enjoying their time at Malls & Multiplexes

- The photos to be shared on ‘Pass Pass Moments’ social media page (Twitter, Facebook)

- TG with maximum likes and comments on their photos during course of the activity to win exclusive gift vouchers from DS Group (Gift options to be decided by the clients)

- TG to be gratified with gifts and couple vouchers through lucky draw strategy

‘Hum Pass Pass Hain’

‘Brand Awareness- Branding Collaterals’

Lookwalkers atMultiplexes and Market

areas

Human Banner at Malls area

Portable

Standees

Other Options- Brand PromotersGiveaways Free samples

Toll Plazas- Sampling

Toll Plazas provide a great opportunity for free sampling activity due to heavy footfalls (passerby) on daily basis.

Branding Options:

-Outdoor Branding- Billboards near toll plazas- Banners on cash counters

Approach:

-Brand Promoters wearing Human Banner (Pass Pass Branding) to give free samples to the TG at cash counters or in waiting queue.

Challenge: There is no opportunity of Consumer Engagement at Toll Plazas.

Main Toll Plazas- Delhi

Delhi Gurgaon Expressway

DND Expressway

Delhi-Faridabad Highway

Feedback