Bajaj RE

Power challenge

 

Client Brief

The myriad of services are offered by Mangofruit but clients like Bajaj Maxima is different and their requirement from event planning company is totally different. we did an event called Power challenge. This one is experiential marketing event. Technologies, ideas, and expectations are most rapidly growing domain in the automobile field. Our clients approached us to make an impact of Bajaj maxima to the users like three-wheeler owners, and travel agencies. Our client has done marketing to the maximum before they approached us but it didn’t make all the way as they thought. All they wanted us to convey the meaning of Maxima to the new users. Maximum mileage, maximum loading capacity, and maximize results are running beyond the meaning of Maxima…

Solutions

This quiet and unique requirement let us think about the new perception to reach the audience where notices, online promotions, and pamphlets are literally failed. We decided to give the experience of the Maxima to the users. But driving the targeted audience to the events were tedious, so we have planned challenging event for our client and their soon to be customers. We create a track set and a benchmark driving time done by Maxima expert driver. We called the auto drivers to attend the challenge and complete this task. We have provided 100 Rs/- fuel coupon along with refreshments.

Track design:

For a pilot activation, we ran this campaign at Mettupalayam, Coimbatore district, TN… We made a track with ramp, clay portion, mud portion, and gravel portions and the drivers are asked to complete the entire task within the benchmark time. If they had completed the task, they might be rewarded with cash. Most of the drivers who attended this event failed to complete the task. The event also had the reception, spares display, finance counter, and exchange counter. Customers who were wished to exchange their three-wheelers had exchanged them and who wished to take the test drive also rode the Maxima.

Impact:

This event earned us great response and feedbacks. After its grand success, we ran a chain of 29 events in different locations in Tamil Nadu (Mostly all Tier II and Tier III Towns). The same idea was carry forwarded to other states by Bajaj Maxima.

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