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Campaign for Goodknight Low Smoke Coil.

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Vritti-i Media
Vritti-i Media

Take a look at yet another successful campaign by Vritti-i Media, this time for Goodknight Low Smoke Coil.

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Goodknight LSC campaign for Rural masses at ST Bus stand
Objective of the campaign Good market share in coil space. Maharashtra small towns and rural markets is P1 market for coils The objective was to create awareness about the Goodknight Low smoke coil- 360 degree communication, branding and engagement at a central place in Rural Markets. To communicate and demonstrate the difference between Low smoke coil and regular coil to their TG in small towns. The outcome Goodknight was looking was consumers being drawn to the stall, Then see the demo and carry back a Goodknight Low smoke coil It was decided to sell at discounted price instead of Free Sampling
Strategy Stimulate three senses of the individual in one campaign at same time ,same place Ears Eyes Personal feel
Objective Educate the TG Engage Them Make them feel the product
LETS NOT FORGET RURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS
STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING.
Why ST bus stands were selected STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING. 81% of ST Buses are engaged in rural transportation More frequently and regularly visited Brands can communicate strongly and effectively..
Some deep Insights! ST Buses today connects you to 30% of the Villages and every year its growing.(Its almost 80% in South and West India) For Rural People ST Bus stand is a landmark and all shopping places are in the vicinity of ST Bus stands A,A+ people living in Villages travel through ST Buses when travelling to district/taluka places ST Bus stand network is very strong in Rural Markets
Demographics of ST Bus stands(Maharashtra) 18 Total Footfall per day(Per Million) 16 14 1 05.00 90.00 Responses in % 12 Reasons for coming to the bus stand 10 8 6 4 86.24% 7 5.00 60.00 45.00 3 0.00 1 5.00 2 1.99% 4.15% 7 .30% 0.00 0 T r a v ellin g Seekin g In for m a t ion Sh oppin g Seein g off fr ien ds/r ela t iv es Reasons Frequency of travelling Responses in % 35.00 50.00 35.79% 44.47% 40.00 30.00 29.32% Responses in % 40.00 Average Waiting Time on ST Stand 25.00 20.00 15.00 18.20% 16.31% 10.00 30.00 20.00 28.53% 17.15% 10.00 5.00 0.33% 0.00 < Once a week Once a week 2-3 times a month Frequency 5-6 times a month No response 8.74% 0.33% 0.00 5 t o 1 0 m in s 1 5 t o 2 0 m in s 3 0 t o 6 0 m in s T im e 6 0 m in s a n d m or e No r espon se
Demographics of ST Bus stands(Maharashtra) 6% 2% 15% 77% Occupation 18-30 years 40-50 years 35.00 30-40 years 50-60 years 30.24% Responses in % 30.00 25.00 6% 14% 26.44% 14% 20.00 15.00 13.85% 38% 28% 10.00 7 .86% 5.00 6.21% 5.88% 7 .26% 2.25% 0.00 Student Farmer Government Business Employee Private Sector Occupations Others Retired No Response SEC A SEC B SEC D SEC E SEC C Younger age group respondents formed higher proportion of sample Respondents of all Socio-Economic Class are interviewed with higher proportion of Higher SEC As per AC Nielsen Reports Base: All Respondents (n:539)
23 locations selected (Maharashtra) Geographies selected Sr. No 1 2 3 4 5 6 7 8 9 10 11 12 Station Name Ahmdnagar Old CBS Aurangabad- CBS Beed CBS Latur- CBS Pune Shivajinagar Pune (Swargate) Sangamner Satara CBS Solapur- CBS Amravati CBS Bhandara CBS Jalgaon- CBS Sr. No 13 14 15 16 17 18 19 20 21 Station Name Jalna CBS Malegaon New CBS Nagpur-G.Peth Nashik New CBS Nashik Road Thane Vandana Navghar Vasai Wardha CBS Yeotmal CBS 22 Sangli 23 Kolhapur
Goodknight Campaign How It was executed?
Ears Goodknight Jingle on ST bus stands (click on pic to hear the jingle) Note for rajesh sir :Goodonight budha budhu jingle
Ears : Goodknight -LSC activation Jingles on ST bus stands (in addition to main jingle) (Click on picture to see the video) Note for rajesh sir : Image and video as in marcus evans presentations
Eyes Hoardings In ST Bus stands
Eyes ST Bus stand branding
Engagement Canopy activities
Campaign Success! Goodknight Brand
Campaign Feedback Tools Sale amount deposited with each dealer every day f canopy activation Feedback form been filled up for customers buying coils Live Interviews of customers (at select locations,Videos available) Daily report at End of-day of each activations Constant visits of goodknight representatives at each location
Conclusive success story for Goodknight! Reach of 2 Cr 76 lacs+ People in 23 districts Demo Engagement with 36,939 People in 23 locations. Actual sales of 3069 packs All this in just 7 days campaign in each location

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Campaign for Goodknight Low Smoke Coil.

  • 1. Goodknight LSC campaign for Rural masses at ST Bus stand
  • 2. Objective of the campaign Good market share in coil space. Maharashtra small towns and rural markets is P1 market for coils The objective was to create awareness about the Goodknight Low smoke coil- 360 degree communication, branding and engagement at a central place in Rural Markets. To communicate and demonstrate the difference between Low smoke coil and regular coil to their TG in small towns. The outcome Goodknight was looking was consumers being drawn to the stall, Then see the demo and carry back a Goodknight Low smoke coil It was decided to sell at discounted price instead of Free Sampling
  • 3. Strategy Stimulate three senses of the individual in one campaign at same time ,same place Ears Eyes Personal feel
  • 4. Objective Educate the TG Engage Them Make them feel the product
  • 5. LETS NOT FORGET RURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS
  • 6. STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING.
  • 7. Why ST bus stands were selected STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING. 81% of ST Buses are engaged in rural transportation More frequently and regularly visited Brands can communicate strongly and effectively..
  • 8. Some deep Insights! ST Buses today connects you to 30% of the Villages and every year its growing.(Its almost 80% in South and West India) For Rural People ST Bus stand is a landmark and all shopping places are in the vicinity of ST Bus stands A,A+ people living in Villages travel through ST Buses when travelling to district/taluka places ST Bus stand network is very strong in Rural Markets
  • 9. Demographics of ST Bus stands(Maharashtra) 18 Total Footfall per day(Per Million) 16 14 1 05.00 90.00 Responses in % 12 Reasons for coming to the bus stand 10 8 6 4 86.24% 7 5.00 60.00 45.00 3 0.00 1 5.00 2 1.99% 4.15% 7 .30% 0.00 0 T r a v ellin g Seekin g In for m a t ion Sh oppin g Seein g off fr ien ds/r ela t iv es Reasons Frequency of travelling Responses in % 35.00 50.00 35.79% 44.47% 40.00 30.00 29.32% Responses in % 40.00 Average Waiting Time on ST Stand 25.00 20.00 15.00 18.20% 16.31% 10.00 30.00 20.00 28.53% 17.15% 10.00 5.00 0.33% 0.00 < Once a week Once a week 2-3 times a month Frequency 5-6 times a month No response 8.74% 0.33% 0.00 5 t o 1 0 m in s 1 5 t o 2 0 m in s 3 0 t o 6 0 m in s T im e 6 0 m in s a n d m or e No r espon se
  • 10. Demographics of ST Bus stands(Maharashtra) 6% 2% 15% 77% Occupation 18-30 years 40-50 years 35.00 30-40 years 50-60 years 30.24% Responses in % 30.00 25.00 6% 14% 26.44% 14% 20.00 15.00 13.85% 38% 28% 10.00 7 .86% 5.00 6.21% 5.88% 7 .26% 2.25% 0.00 Student Farmer Government Business Employee Private Sector Occupations Others Retired No Response SEC A SEC B SEC D SEC E SEC C Younger age group respondents formed higher proportion of sample Respondents of all Socio-Economic Class are interviewed with higher proportion of Higher SEC As per AC Nielsen Reports Base: All Respondents (n:539)
  • 11. 23 locations selected (Maharashtra) Geographies selected Sr. No 1 2 3 4 5 6 7 8 9 10 11 12 Station Name Ahmdnagar Old CBS Aurangabad- CBS Beed CBS Latur- CBS Pune Shivajinagar Pune (Swargate) Sangamner Satara CBS Solapur- CBS Amravati CBS Bhandara CBS Jalgaon- CBS Sr. No 13 14 15 16 17 18 19 20 21 Station Name Jalna CBS Malegaon New CBS Nagpur-G.Peth Nashik New CBS Nashik Road Thane Vandana Navghar Vasai Wardha CBS Yeotmal CBS 22 Sangli 23 Kolhapur
  • 12. Goodknight Campaign How It was executed?
  • 13. Ears Goodknight Jingle on ST bus stands (click on pic to hear the jingle) Note for rajesh sir :Goodonight budha budhu jingle
  • 14. Ears : Goodknight -LSC activation Jingles on ST bus stands (in addition to main jingle) (Click on picture to see the video) Note for rajesh sir : Image and video as in marcus evans presentations
  • 15. Eyes Hoardings In ST Bus stands
  • 16. Eyes ST Bus stand branding
  • 19. Campaign Feedback Tools Sale amount deposited with each dealer every day f canopy activation Feedback form been filled up for customers buying coils Live Interviews of customers (at select locations,Videos available) Daily report at End of-day of each activations Constant visits of goodknight representatives at each location
  • 20. Conclusive success story for Goodknight! Reach of 2 Cr 76 lacs+ People in 23 districts Demo Engagement with 36,939 People in 23 locations. Actual sales of 3069 packs All this in just 7 days campaign in each location