5 MINUTES FOR PROTECTION by Jagran Solutions for Castrol

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5 MINUTES FOR PROTECTION

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Industry Automotive products, services and accessories
Media Promo & PR
Market India
Agency Jagran Solutions
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CASTROL INDIA
Product/Service: ENGINE OIL
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Date of First Appearance: Jun 24 2009 12:00AM
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
National Head: Ambika Sharma (Jagran Solutions)
National Operations Head: Pakaj Raj Kumar (Jagran Solutions)
Senior Account Planner: Jitendra Rajora (Jagran Solutions)
Regional Operations Head: Samrender Singh (Jagran Solutions)
Senior Account Manager: Sajan John (Jagran Solutions)
Media placement: On-Ground Activity - Taxi Stands - 24 June 2009
Describe the objective of the promotion.
To promote Castrol GTD as the preferred Engine Oil amongst Target Audience (Taxi Drivers & Tour Operators) by highlighting benefits via clear communication, generating interactions among taxi drivers, creating on the spot sales and influencing tour operators while making them aware of product benefits.
Describe how the promotion developed from concept to implementation
5 Minutes for Protection Campaign: It was a drive that made the health of the driver top priority. It was an instant health and fitness session taking place at various intersections of the city.It had a 5-10 minutes interactive module with fitness experts and car experts. It gave accident insurance from Castrol GTD buyers, yet it explained to the target group the benefits of Castrol GTD & how good it is for the engine. So, the idea was: while deciding on an engine oil, think of your engine health in those five minutes and act sensibly. The campaign was conducted at taxi stands, parking lots and personal visits
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign covered 134 locations in 24 cities over a period of 29 days.More than 22000 taxi drivers contacted and interacted with the product. Over 900 tour operators were given one-on-one sessions.Over 2050 liters sold on spot; exceeding the sales forcast. The campaign lead to an understanding of market and individual mentality in the city.Product preposition “Protection”; was well communicated across the target group, creating a stronger connection with the brand GTD.Insurance of 1 Lac was provided to on the spot buyers.
Explain why the method of promotion was most relevant to the product or service
Our research revealed ‘5 minutes’ play an important role in a taxi driver’s or tour operator’s life. While he can spare just ‘5 minutes’ to get ready in the morning and grab a bite in the afternoon at lunch, what remains ignored is his own health during the rush of the day.The campaign was conceptualised to bring to his attention the health hazards of his fast paced life, and at the same time to tell him that ‘5 minutes’ is all he needs to choose Castrol GTD over any other subsidised product.