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On studying the health environment in rural India to identify critical health issues and available healthcare facilities, and conducting a pan-India study to identify need gaps and pain points in availability and accessibility of quality healthcare, it was found that 20 percent
children died due to infection and many women suffered from Anemia, and that the rural population had a high level of TB. Healthcare providers have poor presence in rural areas and since there were no licensed drug stores, Novartis drugs had limited reach. MART needed to deal with four key challenges within this TG, i.e. their perception on how affordable drugs are, the availabilty of drugs in these areas, awarenes amongst patients on different specialists of doctors, and the acceptance on the level of seriousness of an ailment. Arogya Parivar strives to build a sustainable, profitable business to increase access to medicines, through a field force of Health Educators to create awareness among villagers on various health issues. The many methods of communication included branded audio-visual vans, and showing of videos based on concepts developed on actual stories (and therby being more relatable). Community meetings were organized, advisory leaflets were distributed, and T-shirts, caps and bags were branded for visibility and ease of identification. In a relatively short period of time, around 20 million people across five states have access to quality healthcare with thousands of doctors and hundreds of pharmacies getting serviced by Arogya Parivar.
Kamdhenu Campaign
Entered by: ICICI Bank
It was studied that for small cattle farmers, accesability was more important than affordability. For which reason, the Kamdhenu campaign was a localised and extremely focused approach to reach and trigger purchase intentions of small cattle farmers. The strategy was to provide high quality and evolved customer service, which the TG was not used to. The farmers were reached at focused locations like the village milk collection centre in the morning and evening. A branded van was used, in which A/Vs were shown to the TG with the right communication on quick financial assistance. The campaign ran for a 187 days across six states and covered 48 districts and catchment areas of 52 dairies. Over 200 farmer meetings were conducted through the activity period. Post-campaign the awareness levels amongst the TG about the product had increased by 20 percent and the intention to avail the ICICI Bank cattle loan doubled, while the sales during campaign months also doubled.
The objective of the activity was to facilitate farmers return to their profession with the promise of prosperity. The need of the farmer is to know the condition of his soil and get counselling on various
inputs, whereby he can enhance soil productivity. Mahindra Bhoomi offered technology based solutions, at the farmers doorstep, to assess his soil condition and offered specific solutions to restore / enhance the productivity from the soil. A fully-equipped, real time, Mobile Soil Testing Laboratory was taken to the farmers doorstep. Further, Static Soil Testing Laboratories, affiliated to Mahindra Tractor dealerships, offered its services round the year. Mahindra Bhoomi is a stamp of Mahindras customer centric business approach. The initiative offered soil testing and agri counselling services cutting across tractor ownership. Pre-publicity for the campaign was done through extensive mobile miking to create awareness about the mobile soil testing lab, and promoters explained through charts the right way of collecting soil. 4,840 farmer households were covered across 115 villages through the activity. More than 1,860 soil samples were done along with report generation and counseling. More than 600 enquires were generated for brand M&M. Footfalls increased by 4 to 5 percent at the dealerships.
Indias platform for Events and Experiential Marketing Print Newsletter March 2009
33
of the company who had achieved the target and reward them at a convention. The entire tour had been conceptualized, planned and executed to take into consideration the minutest of details, including the travel plan, in-bound management, accommodation and hospitality, event flow, branding management and artist and entertainment management. The conference, which was held in Pattaya, was attended by 2,300 delegates from all over India. The tour included gala dinners, theme dinners, the convention and various promotional activities at sightseeing locations. A world record activity for Guinness Book of Records was also organized for delegates, in which the largest number of people jointly painted a single canvas. It was one kilometer long.
Since the last one year Mid Day had intensified its mission of engaging with the Young Urban Mobile Professional of India (YUMPIs) through its positioning of Make Work Fun. Mid Day Media Nites
Indias platform for Events and Experiential Marketing Print Newsletter March 2009
34
Goafest 2008
Objective The 11th Cisco Partner Summit went International and was held at Hotel Shangri - La, Kuala Lumpur, Malaysia, from February 4 to 6, 2008. The objective is to get the channel partners together, communicate plans, goals and aims, make them feel connected to Cisco Systems, get them pepped up and feel unified in their quest to go out and achieve. Concept and Innovation Shobiz plays a critical role through delivering web management, venue/city selection, theme and messaging - imagery and graphics, ticketing and movement, and show direction and execution. A constant chain of communication kept going out to the audience through electronic data mailers carrying various messages in connect with the theme. Follow up tele-calling was initiated by Shobiz to collect the details requested from the confirmed delegates. A hard hitting, totally focused, fast paced theme was selected Rev up to Race, which conveyed the fact that the organisation has already been in the fast lane, but it is now time to pick up the pace. The main conference hall had an environment of F1 with the main stage looking like a Pit Stop. Beyond the conference, the audience experienced KL despite the hectic schedule. Scale and Result The conference was attended by over 200 partners and over a 100 employees. After three months of the event, Cisco has improved rankings across technologies it delivers, and part of it can be attributed to the channel partners who attended the events.
The primary objective of Goafest is to bring all advertising works for display on one platform, conduct seminars on advertising related topics by the best Indian and International advertisers in the business and host a mega awards event where the best advertising work of the year is acknowledged. The festival takes place on the beaches of Goa and involves building of the venue from scratch, setting up display rooms, seminar venues, cafes, awards venue as well as a media rooms, leisure activity areas, organising entertainment and ensuring the safety, infrastructure and hospitality for the 4000 advertising professionals attending the conclave. In 2008, Seventy EMG played with inspiration from a Miami beach art luxe freestyle concept to create a beautiful and wholly international white, steel and glass festival on the shores of Cavelossim Beach in Goa. The agency, had crafted a non-stop 24-hour partypeople agenda of performances, beach parties, industry seminars, live bars, international performers and incredible food for over 4,000 agency creatives to let their hair down barefoot on the sand! Goafest was staged on a huge scale at Cavelossim Beach, Goa, in the specially created Ad Village.
Knowledge Property by an Educational Institution Cultural Property by an Educational Institution On-ground Film Promotion of the Year (by a film)