Fame Rural Activation SOP

Itenary

BRAND COVERAGE PROJECT DURATION

: : :

Fame, Bayer Maharashtra, AP & Karnataka 1 JC (25 days) each

ObjectiveTo create an effective campaign that would : Communicate the Power of Fame, as a DAMDAR insecticide, controlling caterpillars in all kinds of crop.. Bringing the product into the positive consideration set of the TG, Take the product to the TG giving them an unforgettable brand experience while endorsing Fame as a true champion in the world of caterpillar

Thought for Communication

Activity Format

Pre-publicity 9am to 1 pm

Main activity at a central location 2 pm to 6pm

Prepublicity format Product Briefing Through Games & interaction

TG registration thru Fame mobile game

Trade Activation Thro postering, bannering, etc

Pre PublicityAudio miking across the specific points Targeting farmers One to one invitation to the farmers Through Leaflet distribution(perforated containing space for contact details) & briefing them about the activity Banners & Posters to be put up at strategic locations

Banners to be put up at strategic locations

Mobile Game to be installed in the mobiles Of farmers Database of farmers to be collected in Whose mobiles games have been installed Farmers to be asked to play the game and Come with their scores to the Main activity And take away attractive prizes

Main ActiviitySet up (Float, Backdrop & stall) at a strategic location in the Main Market

Supervisor to ensure contact details of farmers are captured at the counter

Games-Power Game & Pyramid Game are set up and farmers directed Play the Games

Product briefing given

Main Activity Flow contnd.

Farmers play Pyramid & Power Game & gets prizes Supervisor to ensure contact details of farmers are captured at the counter

Lucky draw held amongst farmers submitting the scores for mobile Game and 3 highest scorers given prizes

Database of all farmers captured

Fame activity elements

Mobile Game

What is the mobile game all about ?

The game is all about destroying the maximum number Of caterpillars at increasing levels of difficulty. Rationale being it would act as a tool to sustain the brand properties for a Longer period of time and create a higher recall

Game starts with the branding of FAME User can START game or EXIT game

When user STARTS the game, he will be taken to the starting frame of level 1 He can start level 1 by pressing any key on mobile

Level 1 will show 50% big caterpillar and 50% small All the caterpillar will be in slow movement randomly User can hit them by shooting arrows from Fame Logo User can move fame gun , left or right with keys On hitting caterpillars user earns points Points will keep on adding on the screen

Once all the caterpillars have moved across the frame, the level will end. And user will be taken to the next slide

This frame will show the score achieved in Level 1 by killing caterpillars User can go to level 2 of the game by pressing any key

Level 2 will be tougher because the speed of caterpillar will be faster there will be less big caterpillars

Once all the 40 caterpillar have moved across the frame, the level will end. And user will be taken to the next slide

There will be 4 rounds and user keep playing Once, he reaches his highest score, User can save score on the mobile

User needs to come to the venue with his score and show it to the MC There shall be a level, for eg, whoever score 100 or more shall be awarded.

Pyramid Game

1. The blocks of the Pyramid game will be laid out on the ground in a heap shape (as shown in the image below) 2. The TG has to roll the ball at the Pyramid, and the TG who destroys all the blocks will be declared the winner 3. Every person will get one chance and the winner will be given a Fame branded key-chain 4. There can be more than one winner

Power Game

Based on the normal arm wrestling game, the Fame Power game will have an object with slots mentioning 3 properties/benefits of Fame, a symbol of a Japanese fan will be attached to an Arm stand As the Fan opens, the slot will expand too. The arm needs to be pulled harder so as to enable the spring to open all the 3 folds The TG who is able to pull the arm and bring out all the 3 properties in one go without any jerk in between will be declared a winner Every person will get 2 chances. If there is a tie, then the arm will be adjusted and will be made tougher and harder. There will be a tie-breaker round and 2 final winners will be declared The winners will be given one Fame branded Hand-Fan each

Agri Counseling and Product Information Bayer personnel along with the MC will counsel the TG on: Soil productivity Best farming practices Pest management They will also iterate & re-iterate Fame product features & benefits

Mobile Game Winners

The MC will invite the TG to speak out their highest Fame Mobile game score and the highest score shall be declared the winner. Lucky Draw shall be held for the winners Prizes to be handed over to the 3 highest scorers

Distribution of POP/Gifts per day Banners: 10 per day to be put up in each state Posters: 200 per day to be put up in each state Leaflets/Pocket Folders: 1000 per day to be put up in each state T-shirts for crew Uniform: 30 T-shirts in total for Crew i.e. MC, Supervisor, Promoter and Driver per unit. T-shirts for Lucky draw gifts: 300 T-shirts, 4 T-shirt per day to be handed over. 4 Lucky Draws will be held per day per state based on Mobile Scores, top 4 scores will be awarded. During Pre Publicity we need to intimate the same. fans in total, 28 Hand Fans to be distributed per day per state. Hand Fans to be given only to Power Game Winners. Caps for crew: 30 Caps in total for the crew, to be distributed accordingly. Key Chains: 2000 key chains in total, 26-27 key chains to be distributed per day per state. Key chains to be given to only Pyramid Game Winners Hand Fans: 2100 hand fans in total, 28 Hand Fans to be distributed per day per state. Hand Fans to be given only to Power Game Winners.

Activity Elements

Branded Float Branded Stall Backdrop Audio System with mike Fame Mobile Game Pyramid Game Power Game Table/chairs 1 Supervisor + 1 MC + 1 Promoter Camera POP Material: Posters, Banners, Leaflets Gifts: T shirts, Key chains, Hand fans Crew Uniform