Objective
To capitalize on the consumer spending spree during the festive period, client wanted to run a lucky draw based consumer campaign which was to be supported by ATL and BTL activities. For doing so it approached Channelplay and tasked us with running the campaign across entire north India ensuring its smooth operation through effective communication and documentation.
Approach
The key activities in project execution were as follows:
- Setting up and running auditable lucky draws with video recording
- Ensuring constant communication with campaign winners
- Coordinating with winners for timely documentation and validation
- Procuring rewards and handling logistics up to the last mile
- Providing multi-channel support for grievance reporting and redressal
- Ensuring zero leakage payouts with audit trails
Outcome
The program was successful in meeting its objective and the key highlights were as follows:
- There was improvement in “Top-of-Mind” re-call value and sales increased during the festive season.
- Smooth operational management of the campaign ensured superior brand engagement with consumers.
- Rewards worth millions were procured and dispatched accurately within a short span of time.
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