Case Studies

• Objective:– Launch & Promotion of Samsung Duo

Champ Series Mobile Phones

• Challenges:– To push the sales as brand was already

launched in the market but sales figure was unsatisfactory

• Idea: – Trigger the sales amongst youth– Extensive road shows to cover the market areas – Promotional activities in colleges and malls – TA were engaged through interactive games to provide touch &

feel experience of the product and on the spot gifts• Results:

– Positive impact of the product amongst the TG– On spot leads and sales – Increased market share

Samsung Duo Champ – Launch and Promotion

• Objective: – To create a best ever Young Engineering

Graduate Program – To be recognized as a unique value proposition

in the industry • Challenges:

– To execute 75 days on-going induction program– Planning of daily content of the program– Roping in senior and middle management in

the induction program

• Idea: – A grooming session for new joiners by top management – Lectures and sessions on industry knowledge by the experts from

the industry– Off-site orientation by visiting the live projects like dam building,

grid building etc.– Games and activities based on team building, leadership skills,

corporate etiquettes etc. • Results:

– Executed 2 consecutive years (2011 and 2012)– Won WOW awards in 2011 – Silver category

Alstom’s Young Engineering Graduate Program (YEGP - 2011) – Alstom Ki

Pathshala

• Objective: – To create brand visibility during F1 race

• Challenges:– Not being as a official sponsor of F1 race it was

difficult to mark the brand presence around the circuit and venue

• Idea: – Marking the entire stretch of 20 KM by using human bannering

from Mahamaya flyover till Yamuna Express highway – Complete branding of the one and only way to reach the venue – Branding of the shuttle service buses and branded flag

distribution inside the bus

• Results:– More than expected brand visibility – Huge impact on the brand registration in visitor's mind

Blackberry – F1 Activity

• Objective: – To make people active & get maximum

users on g+ – Establish Google + most preferred

networking sites

• Challenges:– Changing habit of social interaction of the

youth – Competition against popular social

networking sites like Facebook, Twitter etc.

• Idea: – Campus Activations across 150 colleges – PAN India – Live demonstration and account opening on Google + – Complete branded set up with brand ambassadors to encourage

participation instantly – Post activity campaign to reinforce the activity on generated

accounts • Results:

– More than 1 Lac account with maximum photo uploads created through the activity

– Google + was accepted as a competent social networking website

Google

• Objective: – Launch of new range of shampoo by

making a hair testing zone at high end malls

• Challenges:– TG apprehension to get their hair test done

publically – Changing habits of using shampoo based on

their hair type

• Idea: – A special hair testing zone was deployed at high end malls for

weekends – Team of 8 promoters and 2 hair experts to interact with visitors – Consumers were given individual prescription by hair experts basis

on their test results– Product recommendations by hair experts

• Results:– More than 4000 tests done through mall set up – Increased sales and product users through the recommendations of

the hair experts

Fiama Di Wills

• Objective: – Message to the TA that IPL can be seen LIVE

on You Tube

• Challenges:– Create awareness in a very short time span

by executing multi touch points activity– Result driven activity so that maximum TA

can be routed on You Tube

• Idea: – Suggested a innovative idea as a solution by placing promoters with

laptop on the roof of the branded cars– Promoters were dressed in diverse ways like Senior Manager,

Executive, College student to spread the message that IPL is Back on YouTube

– High traffic areas and malls were targeted for the promotion – Flash mob activity inside the malls for creating hype

You Tube

• Objective: – Launch of Mushky menswear collection

• Challenges:– Awareness of the opening of 10 stores

simultaneously – Creating a event instigating media coverage

and word of mouth

• Idea: – Press conference for pre-hype– Followed by fashion show with 25 top models and celebrities like

Irfan Pathan, Sayed Zulfi , Naveen Sirohi etc. – Live coverage of the event by Fever 104 FM with RJ Khurafati Nitin

• Results:– Establish brand awareness with the help of digital as well as print

media– Positive word of mouth by the witnessed TA of the fashion walk

Mushky

• Objective: – Promotion of VLCC daily protect anti

pollution range

• Challenges:– Small budget campaign – Innovative idea was required to establish

the communication and product usage

• Idea: – Dipstick across TIER 2 towns like Kanpur, Chandigarh etc.– Based on the result we suggested a solution - a set of promoter’s

standing outside the malls and RWA’s faces covered with scarf's– This gesture showed raising voices against increased pollution levels– Promoter’s were distributing leaflets with a effective

communication and free sampling of the product as a solution to the concern

• Results:– End users had firsthand experience which led to further

consumption of the product

VLCC

• Objective: – Launch of Purifying 3 in 1 Face Wash +

Scrub

• Challenges:– TG apprehension of using new beauty

product

• Results:– Over 10,000 consumers were reached

which led to increased product users

• Idea: – Special experience zone set up at Motilal Nehru College campus

during Youth Nexus – DU’s annual college fest– Team of 10 promoters and 2 make-up artists were deployed– Participants were offered face wash as per their skin followed by

free make up– Tattoo artist was deployed to make “Vivel Butterfly” for brand

recall– Photo shoot opportunity for the participants and a chance of

winning the title of “Vivel - Face of the hour” – Special gift hampers with their photographs

ITC – Vivel Di Wills

• Objective: – Celebrate Family Day as a part of

Transportation Safety Day– Educate and inform SN Power employees

about Health, Safety, Security, and Emergency (HSE) preparedness during road business travel

– Promote road transportation safety to all SN Power employees including their families, contractors and partners

• Challenges:– To plan an entertaining event for such a diverse TG – SN Power

employees, affiliates their spouse and kids inculcate learning messages of “Safety Awareness For Everyone”

• Idea: – A full day family event was organized at Hotel Oberoi, Delhi– Complete ambience was created based on the theme – traffic lanes,

barricading, traffic signals etc.– Entertainment games like musical chair, hoopla rings etc. for spouse

and kids – The creative's were communicating the slogan of “iTravel SAFE” – A special brand mascot “TOSSOY” was created which was

representing transportation safety– Guest speakers also discussed about five golden rules of

transportation safety• Results:

– Increased awareness and accountability for invitees on the importance of road safety

SN Power

Thank You