TVS XL 100
TVS XL 100 – one of the most popular and highest selling mopeds in the Indian market – provides value for money and is quite economical to acquire for the Target Audience in both urban and rural areas, especially as an entry-level two-wheeler.
It is often the most preferred vehicle of choice for farmers and small businessmen for its affordability, low maintenance and fuel economy.
The TVS XL 100 activation was taken up across a dozen touchpoints in Uttar Pradesh, Telangana and Uttarakhand states.
They included Hyderabad, Khammam, Karimnagar, Lucknow, Kanpur, Jhansi, Bahraich, Varanasi, Gorakhpur, Sultanpur, Allahabad, Bareilly, Dehradun, Muradabad, Shajanpur, Noida, Aligarh and Meerut.
Objective of the campaign:
The primary objective of the TVS XL 100 campaign activation was to increase brand awareness and generate interest around the moped by showcasing its superior all-round features with multiple USPs such as high mileage, low price, loading capacity, ruggedness and easy manoeuvrability.
The communication strategy deployed by IOPL’s on-ground activation team for the TGs was to ensure that the features of the moped take the centre stage.
This would translate into maximum on the spot enquiries and generate quality leads from the Target Audience at the activation point.
List of activities:
The TVS XL100 campaign was clear about its target audience and the easiest way to reach them were at weekly mandis/haats, local markets, industrial areas and other vantage locations.
Using a branded van with a mounted demo moped atop and equipped with promotional leaflets and brand merchandise for boosting awareness and visibility, the activation team managed to attract the attention of the Target Audience.
The emcee involved the TGs in engaging activities and customer gratification to win their trust and gain confidence at the touchpoints with ease.
With an experiential ‘touch and feel’ to the campaign, the maximum number of the participating TGs were invited to take test drives at the activation setup. This easily converted into quality leads.
The communication strategy deployed for the TVS XL100 campaign made a significant impact with an overwhelming response from the TGs, leading to on-the-spot sales and sales leads.