CHEVROLET SPARK PRODCAST CAMPAIGN Client: Kropex limited, Bangalore Campaign Period: 13 th June & 14 th June, 2009 Location: Bangalore, India.
To create awareness about the new Spark LPG
To make people carry along with them the experience of the car
To create recall and enquiries for Kropex, a new dealer for GM
Target age group: 20 to 35 years
Campaign was carried out in Forum mall in Bangalore as it’s a popular hangout for people from various walks of life.
Car specifications (GIF) Dealer details (GIF) Mobile wallpaper
Forum is already Blufi zone where users can get the details of the mall and offers from different retailers directly on their mobile
The car was showcased at the entrance of Forum and there were posters and banners prompting people to turn on their Bluetooth for details of the car
BluFi network in Forum mall was made in to a Chevy zone and interested users received complete details of the car, wallpapers and details of the dealer
Users in other floors were informed about the car and prompted to go and have a look at the car
Details about the dealer Kropex were also delivered to users as a mobile animated content in an attempt to promote the dealer
With ‘Prodcaster’ an innovative product of TeliBrahma we made the car speak for itself to the customers
People could experience a product without even going close to it and carry the experience along with themselves!
Display of cars in Forum is common practice hence its difficult to attract viewer attention span for long
People generally give a glance to the display and forget it. We had to make them carry the experience along with themselves
Get people in different floors in the mall to know about the car and ignite excitement in them to have a look at the actual product
RESULTS 17% 1705 2 nd Floor near - Nick Nish 4% 389 3 rd Floor near - PVR 15% 1480 2 nd Floor near - Featherlight 25% 2493 1 st floor 12% 1187 Ground Floor – KFC outlet 13% 1297 Ground Floor – Mc Donalds outlet 15% 1455 Ground Floor % Downloads (10,500) Location
Downloads based on different phones
It was the first time that users got necessary details about the car without needing to stand in the crowd , or asking from promoters or company people around the car and hence there was a huge response
At an average there are about three hundred downloads at Forum but the days the Spark campaign was carried out, there were about 4000 downloads each day
The dealer got a great response compared to the traditional mode of promotion
The campaign saw the viral element at its best. The engagement levels were high as there was more call to actions
IDEA To make the product speak for Itself to the customers .
Simple animated mobile contents (wallpapers, screensavers etc)
animated information details of the dealer& the car.
Engaging visuals of the interiors of the car.
Content delivered to all users within the proximity of forum
Contents were customized to different mobiles
The car itself became the media as it told its own story
CORE OBJECTIVE To increase enquiries about the car from the dealer.