EMG Events executes the maiden edition of NHCQ 2013 - EventFAQs

The most important thing to remember is this: to be ready at any moment
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4 May 2013, EXPERIENTIAL MARKETING 24
Bronze | ENTRY TITLE: Freecultr-Digital Pop-Out Store | ENTRANT: DDB MudraMax
FREECULTR wanted to extend their
presence from an online environment to
an offline space, offering its customers a
unique way to experience the brand and
its products. Having designed premium
apparels and accessories, the brand wanted
to create an experience where people could
touch, feel, try, and buy their products.
The concept of a Digital Pop-Out Store
arose from the need to address the challenge of reaching out to consumers who are
unable to see the product they are going to buy. The idea was that while other stores may
“pop-up” for a few days, FREECULTR would pop out. The digital pop-out store created
was neither a kiosk nor a regular stall. With its unique design, layout, staff and technology
integration, consumers could browse through a wide array of products, try them on, get
educated about the brand, and place orders immediately. The concept extends itself way
beyond that of a regular pop-up store which is up for around 3-4 days and extends for
longer durations for wider reach and longer brand recall. Through 3G powered iPads and
a stationary wi-fi enabled desktop, complete with interactive LED screens that allowed
consumers to browse the catalogue and place orders, consumer experience was enhanced
exponentially. The Pop-Out store’s average sale per day went up to Rs. 1.5 lac. Also, about
3000 people interacted with the brand on weekends and approx 1000 on weekdays.
SMALL BUDGET ON-GROUND PROMOTION OF THE YEAR
Gold | ENTRY TITLE: 90 Nano Stories | ENTRANT: DDB MudraMax
The marketing team wanted to look at
positioning the Nano to appeal to a new
target segment - college going students.
The TVC was however not helping in
building confidence amongst the TG
and the Nano had not emerged in their
consideration set. The target audience
for this activity were SEC A (primary
wage earner) college going students
across Delhi, Mumbai and Bangalore.
Considering that the TG was used to
dismissing messages as fake and lacking
substance, it was important to put the
Nano into their world and let them build
the story around how it fit in with their
lifestyle, as anything else would have just
been dismissed as a marketing stunt.
Opinion leaders were recruited from colleges and were allowed to script the Tata Nano
narrative. They were selected based on two criteria – they had to a have an area of interest
they were passionate about, and had to be socially active, and have a following of above
750 people on Facebook and a high level of activity on both Facebook and Twitter. The
proposition to them was to use the Nano for one month and talk about your experiences
via social media. A total of 30 students were recruited across the top 5 colleges in these
cities, with each student carefully screened to ensure that they were the right fit for the
project.
The activity was such a success that the client commissioned two more seasons of the
activity and expanded it to include Chennai, Pune and Kolkata. The Nano was adopted
into a circle where on a normal day it would have garnered only a passing mention.
During the 3 months that these students had the car across 6 cites 4728 tweets were
generated, and over 90 videos with road trips were uploaded, along with 468 status
messages around the Nano with each message garnering an average of 15 comments. A
total of 2121 photos were uploaded with an average of 5 comments on each photograph.
The cost of the activity was Rs.2, 60,000, and as a result of the activity 67, 500 students
were reached across 3 cites.
Bronze | ENTRY TITLE: Movie Promotions for Luv Shuv Tey Chicken Khurana | ENTRANT: Hansa Events & Activation
the activity was to promote the movie with a low budget.
Luv Shuv Tey Chicken Khurana was a
Bollywood movie released in November
2012, revolving around the forgotten
recipe of ‘Chicken Khurana’ that made
the ‘Khurana
Dhaba’ famous in Punjab. The objective of
The well known Dabbawaalas (Tiffin Servers) of Mumbai were selected as the medium to
propagate the message, since the legacy of their exemplary service is mirrored by Khurana
Dhaba in the movie. The activity had a two-pronged approach. The first part involved a
conference with the stars of the movie and an activity, and the second part was conducted
on the day articles following the conference and activity were carried. The activity involved
a Dabba branding activity where tiffins provided by Dabbawaalas were branded with tags
saying “Best enjoyed with friends in theaters on 2nd November”, and distributed to a
number of corporate offices across the city. Photographs were taken during the tagging,
distribution and reception activities. The TG was also requested to provide feedback.
Recipients were pleased with the uniqueness of the nature of activity and word of mouth
ensured that even more people heard of the activity.