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Hero Dairy Farmer Van Campaign – Unique Touch PointBeyond-Metro

Rural and small town marketing

Hero in collaboration with HDFC provides easy loans for milk co-operatives. They wanted an activation plan to market the loans.

With the idea of catching the customer where he is, we gave a 2 stage plan for them. The activity consisted of a pre-activity float and a main activity float. Milk co-operatives were our activity touch points for the campaign.

Stage 1

Pre-Activity Float –

  • The team comprising of a sales person and a supervisor, along with a TATA Ace, visited the milk co-operative centers.
  • The team would collect the data and inform the TG about the scheme.
  • The same data was then passed on to the main activity team.

Stage 2

Main Activity float –

  • A branded Eicher along with a sales representative from local dealership, a HDFC supervisor and activity supervisor would visit the milk co-operatives as per the data shared by pre-activity team.
  • The team would setup and enquiry desk to sort out the queries generated by the TG.
  • Test drives were given to the interested customers.
  • Leafleting was done around the setup to ensure brand connect.