With the launch of refreshed CBZ, Hero wanted to convey its new features & attributes to the TG. The aim was to enroll maximum no. of TG for test drives.
The activity happened in two phases.
The activity happened for a period of 30 days each in Indore, Bhopal, Gwalior & Jabalpur.
The multimedia Campaign:
Use of multimedia to ensure maximized returns:
- Pre-Activity – A personalized one to one campaign, where people enrolled for test drives.
- Postering – The team put up the posters and distributes the leaflets.
- Van Campaign – A product display van at the test drive location.
- Test drives – A race track was created and the TG was given test drives, along with educating them about various traffic signals.
- Call Center – To make outbound calls to the leads generated from pre-activity. Use of existing data to communicate about the main float activity and its location.