MUMBAI: Celebrating its delightful 10 years in the automobile industry, â€?AMARON’ battery, India’s leading automotive brand wanted to leverage the opportunity to engage with their key influencers influence i.e., â€?Mechanics’. The brief to BIG LIVE, India’s leading experiential marketing division of Reliance Broadcast Network was to delight the mechanics to enhance brand equity amongst trade, to build awareness and to create a sense of belongingness with Amaron through an engagement activity spread across Delhi, Chandigarh, Hyderabad, Bangalore and Chennai.
BIG LIVE worked around conceptualizing an entertaining engagement plan to recognize & gratify mechanics for their support. The on-ground engagement plan was nicely integrated on radio on 92.7 BIG FM, Reliance Broadcast Network’s radio arm. A total of 1050 outlets across five cities were targeted to touching 21000 mechanics from December 2010 till January 2011.
The On ground Activity was split into 3 phases: Pre Activity (Tele-calling, Recci and postering and putting up collaterals), Activity & Post Activity. Mechanics were contacted at their workplace; an entertaining set-up was laid down with music, standees, and banners appealing enough for mechanics to come and play perfectly befitting games like Hoopla, Dart Board and Arm wrestling. The winners of each game were gratified on-spot with Amaron branded T-shirt, Cap, key chain and jackets. That’s not all, the activity was amplifies on radio as Amaron Champ Bano, Radio pe Bolo…, during the on-ground activity, the outlet Mechanics were asked to fill a feed-back form and a slogan on Amaron, the forms were sent the same day to the Amaron Management to select the best slogan.
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The winner then visited the BIG FM studios to record his winning slogan and his experiences with Amaron Battery. Post this, the winner was given overhaul, certificate to wear and hold, poster of the entire felicitation with winners photograph is developed and promoted through banners at his vicinity. In all, the engagement and experience truly gelled with the objective of delightful experience for its customers from Amaron on completing 10 delightful years
Commenting on the successful show by BIG LIVE, Mr. Navneeth Mohan, National Head-Experiential Marketing-BIG Live said, Amara Raja Batteries is one of our esteemed clients and has been associated for long. In this activity we had captive audience as mechanics in the automobile service centres but the challenge was to engage them delightfully to increase the preference for Amaron. BIG Live has always delivered its promise of exceptional execution through its integrated approach and constant innovation. This activity is another mile-stone towards establishing it….
