Mumbai: In yet another feather in Insight Outreach Pvt Ltd’s cap endorsing our effective marketing strategies, one of our BTL activation campaign on rural marketing received the coveted WOW AWARDS ASIA-2018 at an event held at New Delhi on 28-30 June.
The prestigious award for our rural marketing endeavour came for Insight Outreach’s experiential Below the Line (BTL) activation titled ‘Krishi Sammelan’, a result of our well-thought-out Rural Marketing insight.
Powered by CMO Asia, the rural marketing event was jointly endorsed by World Federation of Marketing Professionals, an independent not-for-profit body, and World Sustainability, a for-purpose organisation.
The WOW jury adjudged the integrated marketing campaign as the winner of Silver Award in the category of Integrated Campaign Of The Year By a Brand.
Though this specific award category was primarily about a brand activation campaign involving the use of at least two other media along with the on-ground BTL marketing, the services extended to the Rural Market through ‘Krishi Sammelan’ went beyond that.
In ‘Krishi Sammelan’, the experienced professionals of Insight Outreach coordinated with Indian Farmers Fertiliser Cooperative Limited (IFFCO) Kisan & Mahindra & Mahindra to kickstart one-of-its-kind rural marketing innovation to promote the latter’s ‘Big Bolero Pickup’ among select farmers in three North Indian states.
The idea behind undertaking an integrated marketing campaign was all about reaching out to potential rural customers but what was unique in this BTL activation was the integration of a ‘social cause’.
There was no doubt it was a promotional marketing but the ‘social cause’ factor integrated by our BTL marketing professionals was based on sound rural marketing insight and our keen understanding of rural sensibilities.
While helping clients achieve brand objectives, Insight Outreach reached out to the farmers at the same time by ensuring they make use of the best available agricultural practices without incurring huge capital burden.
The BTL marketing plan we devised ensured the success of our adopted communication strategies by the active involvement of expert agricultural scientists.