Indias platform for Events and Experiential Marketing

Print Newsletter March 2009

31

Rural Marketing Program of the Year

Lifebuoy- Swasthya Chetna
Entered by: Ogilvy Action (Outreach) Please see details off this entry in Category: School Contact Program of the Year

Arogya Parivar: A Rural Health Initiative

Entered by: MART

On studying the health environment in rural India to identify critical health issues and available healthcare facilities, and conducting a pan-India study to identify need gaps and pain points in availability and accessibility of quality healthcare, it was found that 20 percent

children died due to infection and many women suffered from Anemia, and that the rural population had a high level of TB. Healthcare providers have poor presence in rural areas and since there were no licensed drug stores, Novartis drugs had limited reach. MART needed to deal with four key challenges within this TG, i.e. their perception on how affordable drugs are, the availabilty of drugs in these areas, awarenes amongst patients on different specialists of doctors, and the acceptance on the level of seriousness of an ailment. Arogya Parivar strives to build a sustainable, profitable business to increase access to medicines, through a field force of Health Educators to create awareness among villagers on various health issues. The many methods of communication included branded audio-visual vans, and showing of videos based on concepts developed on actual stories (and therby being more relatable). Community meetings were organized, advisory leaflets were distributed, and T-shirts, caps and bags were branded for visibility and ease of identification. In a relatively short period of time, around 20 million people across five states have access to quality healthcare with thousands of doctors and hundreds of pharmacies getting serviced by Arogya Parivar.

Kamdhenu Campaign
Entered by: ICICI Bank

It was studied that for small cattle farmers, accesability was more important than affordability. For which reason, the Kamdhenu campaign was a localised and extremely focused approach to reach and trigger purchase intentions of small cattle farmers. The strategy was to provide high quality and evolved customer service, which the TG was not used to. The farmers were reached at focused locations like the village milk collection centre in the morning and evening. A branded van was used, in which A/Vs were shown to the TG with the right communication on quick financial assistance. The campaign ran for a 187 days across six states and covered 48 districts and catchment areas of 52 dairies. Over 200 farmer meetings were conducted through the activity period. Post-campaign the awareness levels amongst the TG about the product had increased by 20 percent and the intention to avail the ICICI Bank cattle loan doubled, while the sales during campaign months also doubled.

M&M Project Bhoomi

Entered by: RC&M

The objective of the activity was to facilitate farmers return to their profession with the promise of prosperity. The need of the farmer is to know the condition of his soil and get counselling on various

inputs, whereby he can enhance soil productivity. Mahindra Bhoomi offered technology based solutions, at the farmers doorstep, to assess his soil condition and offered specific solutions to restore / enhance the productivity from the soil. A fully-equipped, real time, Mobile Soil Testing Laboratory was taken to the farmers doorstep. Further, Static Soil Testing Laboratories, affiliated to Mahindra Tractor dealerships, offered its services round the year. Mahindra Bhoomi is a stamp of Mahindras customer centric business approach. The initiative offered soil testing and agri counselling services cutting across tractor ownership. Pre-publicity for the campaign was done through extensive mobile miking to create awareness about the mobile soil testing lab, and promoters explained through charts the right way of collecting soil. 4,840 farmer households were covered across 115 villages through the activity. More than 1,860 soil samples were done along with report generation and counseling. More than 600 enquires were generated for brand M&M. Footfalls increased by 4 to 5 percent at the dealerships.

Indias platform for Events and Experiential Marketing Print Newsletter March 2009

33

MICE Tour of the Year

Asian Paints Annual Convention 08
Entered by: Encompass Objective Every year, Asian Paints felicitates its dealers who are members of the Asian Paints Privilege Club and acknowledges their contribution towards making Asian Paints a market leader. This is done by taking the dealers to exotic international locations for a 3 to 4 day convention with the objective of not only thanking the dealers for their efforts and loyalty, but also to give them an experience to last a lifetime. Strategy and Innovation In 2008, the destination chosen for the convention was Canada. The strategy decided upon, was to give them a world class experience that was uniquely Canadian. Right from the design and look of the logo, to the creation of the collateral, to the choice of locations for sight seeing, the event exuded the essence of Canada. Innovative live performances by Slinky Man (The human slinky), and POI (The Lazer Jugglers) had the delegates awestruck. Shiamak Davars Canadian troupe brought forth the flavor of India, miles away from home. Another unique aspect was that since the dealers were clubbed in batches from different parts of the country, popular celebrity performers affiliated with the regions were flown in from India. Scale Four batches of 200 dealers each (800 in all) traveled for the event one after the other. Therefore, the exact sequence of events, namely the planned event flow, was staged four times in a row to cater to each batch of delegates. This included four separate award nights that were organized per batch. Results If Asian Paints and their dealers were unstoppable, so was the team that went about organizing this grand event, miles away from the comfort of India, in the freezing weather of Canada- not just once, but four times over. The clients acknowledgment of this effort stands testament to this: This is to acknowledge the good work done by your team in Toronto. The overall events organized were widely appreciated. - Amit Syngle, Asian Paints.

Second International Conference of RMP Infotech Thailand

Entered by: Impresario RMP Infotech is a successful multi level marketing company in India, with close to 30 lakh members. Achieve Thailand - The Jewel of Asia was a contest to motivate members of the company, to reach their targets. The purpose of the event was to recognize the selected members

of the company who had achieved the target and reward them at a convention. The entire tour had been conceptualized, planned and executed to take into consideration the minutest of details, including the travel plan, in-bound management, accommodation and hospitality, event flow, branding management and artist and entertainment management. The conference, which was held in Pattaya, was attended by 2,300 delegates from all over India. The tour included gala dinners, theme dinners, the convention and various promotional activities at sightseeing locations. A world record activity for Guinness Book of Records was also organized for delegates, in which the largest number of people jointly painted a single canvas. It was one kilometer long.

Pub Promotion of the Year

Mid Day Media Nites @ Hard Rock Caf
Entered by: MidDay @ HRC was created to engage and excite the media fraternity at one of the most sought after YUMPI points in Mumbai, Hard Rock Caf and thereby create a strong relationship, loyalty and an association with the brand Mid Day. Mid Day Media Nites @ HRC was held on every Wednesday and great offers were provided to media professionals. On showing their I-card or dropping their visiting card, free unlimited starters or the first drink were provided on the house. This concept helped HRC initially to up the number of people at its outlet by 30 percent approximately per week. These professionals largely belonged to media agencies, TV channels, and also competing news papers and magazines. The property was promoted through print, radio and online. The partnership with Hard Rock Caf has only strengthened over time and they jointly keep launching fun and innovative properties.

Since the last one year Mid Day had intensified its mission of engaging with the Young Urban Mobile Professional of India (YUMPIs) through its positioning of Make Work Fun. Mid Day Media Nites

Indias platform for Events and Experiential Marketing Print Newsletter March 2009

34

B2B Event of the Year

CISCO India Partner Summit 08
Entered by: Shobiz Experiential Communications

Goafest 2008

Entered by: Seventy EMG

Objective The 11th Cisco Partner Summit went International and was held at Hotel Shangri - La, Kuala Lumpur, Malaysia, from February 4 to 6, 2008. The objective is to get the channel partners together, communicate plans, goals and aims, make them feel connected to Cisco Systems, get them pepped up and feel unified in their quest to go out and achieve. Concept and Innovation Shobiz plays a critical role through delivering web management, venue/city selection, theme and messaging - imagery and graphics, ticketing and movement, and show direction and execution. A constant chain of communication kept going out to the audience through electronic data mailers carrying various messages in connect with the theme. Follow up tele-calling was initiated by Shobiz to collect the details requested from the confirmed delegates. A hard hitting, totally focused, fast paced theme was selected Rev up to Race, which conveyed the fact that the organisation has already been in the fast lane, but it is now time to pick up the pace. The main conference hall had an environment of F1 with the main stage looking like a Pit Stop. Beyond the conference, the audience experienced KL despite the hectic schedule. Scale and Result The conference was attended by over 200 partners and over a 100 employees. After three months of the event, Cisco has improved rankings across technologies it delivers, and part of it can be attributed to the channel partners who attended the events.

The primary objective of Goafest is to bring all advertising works for display on one platform, conduct seminars on advertising related topics by the best Indian and International advertisers in the business and host a mega awards event where the best advertising work of the year is acknowledged. The festival takes place on the beaches of Goa and involves building of the venue from scratch, setting up display rooms, seminar venues, cafes, awards venue as well as a media rooms, leisure activity areas, organising entertainment and ensuring the safety, infrastructure and hospitality for the 4000 advertising professionals attending the conclave. In 2008, Seventy EMG played with inspiration from a Miami beach art luxe freestyle concept to create a beautiful and wholly international white, steel and glass festival on the shores of Cavelossim Beach in Goa. The agency, had crafted a non-stop 24-hour partypeople agenda of performances, beach parties, industry seminars, live bars, international performers and incredible food for over 4,000 agency creatives to let their hair down barefoot on the sand! Goafest was staged on a huge scale at Cavelossim Beach, Goa, in the specially created Ad Village.

There were no winners in the following Categories:

Knowledge Property by an Educational Institution Cultural Property by an Educational Institution On-ground Film Promotion of the Year (by a film)