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Hero CBZ Xtreme – A Multi Layered CampaignEncircle

Urban Brand Activations

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.

Phase 1

The pre-activity, the team enrolled people for taking test drive of the bike the next day at a designated location. The team also demarked the locations that would be used for the test drive.

Phase 2

On the day of activity, the race tracks were being created and the people enrolled on day 1 were given test drives.

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.