A BTL van campaign was designed for DuPont Coragen to aim at the villages and sugar mills in West Uttar Pradesh.
To save farmers from cyclical problems, DuPont wanted to take Coragen to farmers with assurance of guaranteed performance. The projected communication of progress was spearheaded by those (users) who have their moment of truth guiding others (non user) to come over the hitch and chose/elect DuPont Coragen.
The following were the objectives to be achieved out of the campaign:
- To Aware farmers that DuPont Coragen doesn’t affect the Quality & Valuation Part Of the Crops
- To command Top of the mind recall for long duration control , yield i.e. height, girth & length
- To explicitly orient the users about DuPont Coragen application/usage methodology
Pre Election Rally (Aao Milkar Karein tarakki ka chunav)- On the heels of Chunav, rallies are common place, with dhol- dhamaka, slogan chants colored with pla cards. Our efforts was to recreate the same scene. During our rally if we spot User then we will ask them to lead the rally.
Pre Engagement (Bindu Milayen, Nishchint Ho jayen)- Anchor illustrative the functioning of Izon label on the product bottle, by tilting it in prescribed manner. The participants have to memorize the pattern of tilting and the respective dots and drop a Ball into that particular console. The one, who finishes the task fastest, would stand out as a winner.
Drench Application ( Jaane kaise karein Prayog)- The anchor talks about the drench app demo then MIO ready to start position on the van platform begin the demo. Anchor highlights the key action during the demo. Besides during engagement the point of usage methodology comes the anchor then diverts everybody’s attention to standees.
Freebies Distribution ( Inhone Kiya Tarakki ka Chunav)- The person who wins the Main Engagement round will get the freebies.