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Home » OOH News » TVS leverages an outdoor media campaign in rest of Bengal

TVS leverages an outdoor media campaign in rest of Bengal

By Nabamita Chatterjee - May 22, 2013

Executed by Enkon Private Limited, TVS Motors created brand awareness and reached out to larger target audience among rural markets across West Bengal

India's leading two wheeler manufacturer, TVS Motors leveraged an outdoor media campaign recently as a part of their marketing strategy to create brand awareness among the mass and to engage people of those areas. The campaign has being carried out in rest of Bengal where LED vans, as a form of OOH advertisements was incorporated.
 
"The campaign has been one of the best strategies to create customer awareness and seeding the product in rural markets. It helped us reach deeper pockets, communicate our messages, collect real time enquires and had instant impact at our counters. The entire campaign was executed within the time frame provided and have caught the eyes of many people in the area which have resulted in increased sales at our dealerships.” informs Rahul Aich, Territory Manager, TVS Motor Co. Ltd.

The main objective behind the campaign includes alerting people that the product is available in the respective market, showing its prospective features and benefits by attracting them through incredible offers.  "The TVS products highlighted on the giant screen of the LED truck created high visibility of the advertisement and attracted many eyes from the crowd. We did this activity in all the districts of West Bengal,” shares, Aninda Banerjee, Managing Director, Enkon Private Limited. This innovative form of outdoor advertisement gave a new edge to the marketing approach of TVS products among the youth to the middle aged people who are their target group.

The audio visual display of various products through LED and its announcement through interactive game show, quiz competition, audio-video show of movie song etc. helped the brand to communicate with the people directly. The various other activities of this out-of-home campaign included distribution of leaflet/pamphlet to the people as much as possible, collecting data like name, phone number, address and generate enquiry about the product and converting the enquiry to spot booking. The most important aspect of the campaign was to highlight the dealer name with their caption and engaging the dealers with this entire activity to brief the product description to the people or prospective customer and organize rally or test drive to evoke a sense of attachment among the people regarding the product.
 
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