goodknight low smoke coil campaign by vritti-i media

8/13/2019 Goodknight Low Smoke Coil campaign by Vritti-i Media

1/20

Goodknight LSC campaignfor Rural masses at ST

Bus stand


2/20

Good market share in coil space. Maharashtra small towns and rural markets is P1 market for coils

The objective was to create awareness about the Goodknight Low smokecoil- 360 degree communication, branding and engagement at a centralplace in Rural Markets.

To communicate and demonstrate the difference between Low smokecoil and regular coil to their TG in small towns.

The outcome Goodknight was looking was

consumers being drawn to the stall,

Then see the demo and carry back a Goodknight Low smoke coil

It was decided to sell at discounted priceinstead of

Free Sampling

Objective of the campaign


3/20

Strategy

Stimulate three senses of the individual in

one campaign at same time ,same place

EarsEyes

Personal feel


4/20

Objective

Educate the TG

Engage ThemMake them feel the product


5/20

LETS NOT FORGETRURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS


6/20

STATE TRANSPORT BUS STATIONS ARE

THE BEST HUBS FOR RURAL MARKETING.


7/20

81% of ST Buses are engaged in rural

transportation

More frequently and regularly visited

Brands can communicate strongly andeffectively..

STATE TRANSPORT BUS STATIONS ARETHE BEST HUBS FOR RURAL MARKETING.

Why ST bus stands were selected


8/20

ST Buses today connects you to 30% of theVillages and every year its growing.(Its almost80% in South and West India)

For Rural People ST Bus stand is a landmark andall shopping places are in the vicinity of ST Busstands

A,A+ people living in Villages travel through ST

Buses when travelling to district/taluka places ST Bus stand network is very strong in Rural

Markets

Some deep Insights!


9/20

0

2

4

6

8

10

12

14

16

18

Total Footfall per day(Per

Million)

Reasons for coming to the bus stand

4.15% 1.99%

86.24%

7.30%0.00

15.00

30.00

45.00

60.00

75.00

90.00

105.00

Tr a v ellin g Seekin g

Information

Sh oppin g Seein g off

friends/relativ es

Reasons

Responsesin%

35.79%

18.20%

29.32%

16.31%

0.33%0.00

5.00

10.00

15.00

20.00

25.0030.00

35.00

40.00

< Once a week Once a week 2-3 t imes amonth

5-6 times amonth

No response

Responsesin

%

Frequency

Frequency of travelling Average Waiting Time on ST Stand

0.33%

8.74%

17.15%

44.47%

28.53%

0.00

10.00

20.00

30.00

40.00

50.00

5 t o 1 0 m in s 1 5 t o 2 0 m in s 3 0 to 6 0 m in s 6 0 m in s a n d

more

No response

Time

Responsesin%

Demographics of ST Bus stands(Maharashtra)


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14%

38%28%

14%6%

SEC A SEC B SEC C

SEC D SEC E

77%

15%6% 2%

18-30 years 30-40 years

40-50 years 50-60 years

As per AC Nielsen Reports

Base: All Respondents (n:539)

Younger age group respondents

formed higher proportion of sampleRespondents of all Socio-EconomicClass are interviewed with higherproportion of Higher SEC

Occupation

30.24%

7.86%

5.88%

13.85%

26.44%

6.21%

2.25%

7.26%

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

Student Farmer Government

Employee

Business Private

Sector

Others Retired No

Response

Occupations

Response

sin

Demographics of ST Bus stands(Maharashtra)


11/20

Geographies selected

Sr. No Station Name Sr. No Station Name

1Ahmdnagar Old CBS

13JalnaCBS

2Aurangabad- CBS

14Malegaon New CBS

3BeedCBS

15Nagpur-G.Peth

4 Latur- CBS 16 NashikNew CBS

5PuneShivajinagar

17Nashik Road

6 Pune (Swargate) 18Thane Vandana

7Sangamner

19Navghar Vasai

8Satara CBS

20WardhaCBS

9Solapur- CBS

21YeotmalCBS

10Amravati CBS

22 Sangli

11Bhandara CBS

23 Kolhapur

12Jalgaon- CBS

23 locations selected (Maharashtra)


12/20

Goodknight Campaign

How It was executed?


13/20

EarsGoodknight Jingle on ST bus stands

(click on pic to hear the jingle)Note for rajesh sir :Goodonight

budha budhu jingle

E


14/20

Ears :Goodknight -LSC activation Jingles on ST bus stands

(in addition to main jingle)

(Click on picture to see the video)

Note for rajesh sir : Image and video as in marcus evans

presentations


15/20

EyesHoardings In ST Bus stands


16/20

EyesST Bus stand branding


17/20

EngagementCanopy activities


18/20

Campaign Success!

Goodknight Brand


19/20

Campaign Feedback Tools

Sale amount deposited with each dealer every day f canopy

activation

Feedback form been filled up for customers buying coils

Live Interviews of customers (at select locations,Videos available)

Daily report at Endof-day of each activations

Constant visits of goodknight representatives at each location


20/20

Reach of 2 Cr 76 lacs+ People in 23 districts

Demo Engagement with 36,939 People in 23 locations.

Actual sales of 3069 packs

All this in just 7 days campaign in each location

Conclusive successstory for Goodknight!

goodknight low smoke coil campaign by vritti-i media

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