‘Beat of The Nation’ campaign unfolded with a power - packed engagement and outreach plan with some novel engagement and activations strategies. Endorsing India’s passion for cricket, Bellset introduced its campaign for promoting Chevrolet Beat - ‘Beat of The Nation’.
India had just won the world cup and cricket was in the air. The campaign captured the frenzy which grips India when the IPL Season begins. The strategy was to make Chevy talk to potential customers and provide them an opportunity to get closer to the car. We started with these objectives:
Seeking to enhance consideration and awareness of Chevrolet’s premium, ingenious car – ‘Chevrolet Beat’, Bellset, implemented a comprehensive strategy, this strategy included PAN India activation across 24 Premium malls in 9 cities covering 2 weekends.
To cut through the white noise and to engage the audience at their passion point, Bellset orchestrated exciting and gripping activation games that engaged the audience at their passion point - wooing potential Chevy buyers with a campaign based around T20 World cup 2011.
Bluetooth technology was used to distribute the new Chevrolet BEAT jingle across malls in order to drive prospective customers to the activation area. Potential buyers were engaged through campaign escalation activities including a dice game and a quiz. Winners were gratified with several give aways and gifts and an opportunity for a photo op with the cut out of the cup. Test Drive cars were also parked in the mall parking lot for an on-the-spot test drive.
The campaign rewardingly achieved extensive consideration and awareness of ‘Chevrolet BEAT’: Over the 2 weekends, the campaign received tremendous engagements. The campaign struck a chord with the fervent cricket lovers who live, breathe and eat cricket.
Campaign escalation activities resulted in customer database collated and sent for tele-calling and for “book a test drive” call back and an incredible 40,000/- likes on the facebook.
The campaign successfully generated leads for local Chevy dealerships. The campaign resulted in in-person engagement with masses, remarkable direct consumer interactions, large number of leads and a strong database of target customers.
The team at Chevrolet was pleased with the awareness and engagement generated by Bellset for the Chevrolet BEAT. Chevy sung praises of Bellset after the strategic victory of their ‘Beat of The Nation’ campaign.
Bellset Entertainment is India's leading Event & Activation Company. We have been in business for over 10 years.
Bellset Entertainment Pvt. Ltd.
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