30 September 2016
Based on the consumer insight that the mobile phone is an integral part of a micro light commercial vehicle (MLCV) consumer’s life and business –a mobile campaign for Castrol CRB Mini-Truck was created and delivered with huge success. It involved the communication of the brand proposition to consumers through engaging and interactive voice messages using the mobile phone as a medium. In order to identify the MLCV consumers, technology called Geo-Tagging was used; which created a virtual circle for precise targeting around MLCV van stands based on behavior pattern of this particular consumer group. Consumers also had an option of calling into a designated number which was promoted at points of congregation and points of sale. Building on the insight that MLCV owners are important influencers of each other and spend 4-5 hours a day with each other in the van stands – a referral program was also integrated into the campaign. The campaign saw the brand health scores change substantially and this campaign received external recognition walking away with multiple awards.
Maddies India 2016: Gold for ‘Launch of Product/Service’ & Bronze for ‘Relationship Building/Remarketing’. Maddies recognizes all marketing stories that employ an effective mobile marketing strategy across 15 categories. Smarties India 2016: Gold for ‘Launch of Product/Service’ & Silver for ‘Location Based’. Smarties is a mobile marketing awards program honoring innovation, creativity & success in the field of mobile marketing across 13 categories. Big Bang Awards 2016: Gold for 'Community Building', Silver for ‘Use of Mobile Media for Launch of Product’ & Silver for ‘Use of Mobile Media for Customer Engagement’. Big Bang recognizes creative excellence in communication & media and is presented under four major categories – Creative, Media, Digital & Health. Kedar Apte, Vice President – Marketing Castrol India expressed his delight on these laurels. “To me this campaign is a reiteration on how digital is changing the way to talk to our consumers. I’m happy that our team was able to follow through well on the insight and convert it into a winning opportunity.”