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Hero Maestro- Brand Activation

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Concept for Consumer Engagement Program- Hero Maestro.. Concept & Ideation by- Anoop Tomer

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Page 1: Hero Maestro- Brand Activation

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Page 2: Hero Maestro- Brand Activation

¢ Strategy

To initiate consumer engagement program with the assistance of media and onground initiative to enhance the brand image and sales volumes

¢ Objectives

- Primary: To showcase the brand

To position the brand

Secondary: To generate lead

¢ TG:

Age Group- 18+ years

¢ Scope

Metro and Sub- Metros- North India

¢ Touch Point

Malls, PVRs, Hot-spots, Gym, Markets, Multiplexes, Educational Parks ©anoopsingh

Page 3: Hero Maestro- Brand Activation

• Malls (on ground activity)

- Maximum no. of footfalls of TG

- Presence of prospectus buyers

- Wide scope of activity and promotion

• PVR & Multiplexes (Static set-up with product showcase)

¢ - Exposures of the brand to TG

- Engaging place to target TG

- Exposure to modern lifestyle

• Hot-spots (Static set-up)

- Presence of TG

- Place to create a buzz about the program

•Gyms (Brand Visibility- Maestro cutouts)

- Place to Showcase the product- Presence of potential buyers

•Markets (Hero-Maestro branded Canter)- Presence of large segment of consumers- Place to create brand awareness

• BPOs and Corporate Parks (On ground activity)

- Presence of TG at broad level- Prospective buyers

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Page 4: Hero Maestro- Brand Activation

Scope Bifurcation

UPMeerut, Noida, Gaziabad, Agra, Lucknow, Banaras, Breilly, Mathura, Mujaffarnagar,

Sharanpur, Gorakhpur, kanpur, Allahabad, Gorakhpur

UK Dehradun, Roorkee, Nainital, Rishikesh, Haridwar, Kashipur, Almora, Haldwani

PunjabChandigarh, Jalandhar, Hoshiyarpur, Fagwada, Amritser, Punchkula,

Ludhiana, Patiala, Sangrur, Bhatinda, Mohali, Pathankote, Kapurthala

Delhi North, East, West, South

HaryanaAmbala, Palwal, Gurgaon, Faridabad, Rewari, Bhiwari , Sonipat, Rohtak, Yamuna Nagar,

Kurukshetra, Hisar, Karnal, Sonipat

Rajasthan

Ajmer, Bhilwara, Bharatpur, Bikaner, Hanumangarh, Jaipur, Alwar, Jaisalmer, Jodhpur, Chittorgarh, Pratapgarh, Dungarpur, Udaipur, Kota

Note: The touch points will be strategically spread with respect to the credibility of the broad outcome mentioned above ©anoopsingh

Page 5: Hero Maestro- Brand Activation

League of Maestro: It reflects a master act and thus aiming to discover a maestro moment

The League of Maestro is initiated in order to bring alive the significance of the brand and thus creating

an opportunity for T.G to associate themselves in League of Maestro Club highlighting one’s sense of achievement or phenomenal contribution for good

©anoopsingh

Page 6: Hero Maestro- Brand Activation

1: HERO- League of Maestro

Consumer Engagement

Pre- Hype Interactive Activity

Maestro Moment

Post- Hype

Winner’s League

2: Brand Showcase: Scooters on Display at various Touch points i.e. Retail Outlets, Gyms etc

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Page 7: Hero Maestro- Brand Activation

Pre - Hype

• Various Media Tools incorporated to create buzz around the initiative + Information of On Ground Schedule

• Media Tools: Radio and Print

On Ground

• Showcase of the Product• Disseminating Information of the product through promoters• Interactive Activity: Maestro Moment: TG To share the Maestro Moment, To

be recorded with details and stored for further selection• The best maestro shortlisted T.G to be given Maestro branded T- shirts,

Helmets, Branded Gloves etc . The gift would be couriered to the winners

Post Hype

• The shortlisted League of maestro would feature in strategic media channels like Radio – Through bytes and print with snaps along with their shared maestro moment

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Page 8: Hero Maestro- Brand Activation

The Brand Awareness Exercise

• Idea here is to reach out showcase the product at the strategic touch points

• Sales Representative from Hero to handle the product and sales query

• The Touch points would be following• Gyms• PVRs• Retail Outlets

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Page 9: Hero Maestro- Brand Activation

¢ Agency to share the Touch Points city specific

¢ Agency to share the names of the retail outlets and gyms – city specific

¢ Formats clarity to be shared by the Agency

¢ Brand Communication to be shared by the clients

¢ Other Brand Guidelines to be shared by the client

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Page 10: Hero Maestro- Brand Activation

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