The project was to run a scratch card campaign during festive period to boost sales of the leading automobile brand of the country. Customers who took part in the offer received a scratch card through which they won attractive rewards such as Power Banks, Bluetooth Speakers, Air Fryers, Service Vouchers, Microwave Ovens, LED TVs and iPhones. The deliverables were to print and dispatch the scratch cards to dealerships, develop and maintain a portal where the winners could claim their rewards/upload documents, handle all the communication to the winners, verify the documentation and handle the procurement and delivery of all the rewards up to the last point. The biggest challenge of the project was the scale as the number of winners to be contacted were 30000+. The project was limited to the Western region of the country and involved dealing with 70+ individual dealerships.
Approach
The key activities in project execution were as follows:
- Creating scratch codes and mapping them to dealerships so that winners could be tracked easily
- Creation of a web based system for customers to claim rewards and submit documents
- Contacting the winners in case of any discrepancy
- Coordinating timely documentation and validation
- Verifying the documents for accuracy and validity to prevent fraud
- Getting the winners to pay the requisite gift tax on a few rewards through Demand Drafts
- Handling logistics of rewards up to the last mile in all corners of the country
- Providing multi-channel support for grievance handling
- Ensuring zero leakage payouts with audit trails
- Creation of real time Dashboards through which Dealerships could check the updates of the rewards to their customers
Outcome
- All the rewards were delivered to the respective winners within time and in full
- Customers had superior experience of taking part in the activity and engaging with the brand
Higher than benchmark savings were achieved through superior procurement of rewards
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