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CUSTOMER CONNECT

2019-20
BTL PLAN : “The Art of Getting Attention”
Brand Activation : Engaging a concentrated set of
target audience in their habitat, to inculcate a
- Positive attitude towards Brand
- Generating Leads/ Enquiries

“Takeaway”
Key
Strategy
TOUCH POINTS
Shopping Mall

Hangout places

Schools &Colleges

City Markets

Residential Area’s

Influencer Connect
College Connect Program :
• Divided Into Two Phase :
 Formal Approach
• Objective
• One on One Connection
• Creating Awareness
 Informal Approach
 Objective
 Mass Engagement
 PAN India Reach
 Digital Content
Creation
 Engaging TG
Key Attractions:
Interactive Sessions
Sharing success Stories
Personality Test / Analysis

Aspiration Referral program (BFF, Q cards)

Building Exclusive ( Offers/ workshops)

College Connect – Formal ACAT ( Arena Creative Aptitude test )


Approach Event coverage : Digital Assets Creation

Attractions:

1 ACAT Formal Approach


No of Cities
8
2 Personality test

Referral (BFF) Per city colleges 5-6


3
Expected Participants 15k
Key Attractions:
Brand Visibility | PAN India

Mass Mass Communication

Engagement College pool / Inter college

College Connect - PAN India Contest ( City/ zone/ national Levels)

Informal Approach Digital integrations


College Connect!: Event / Activity coverage : Digital Assets Creation

Execution Stages :
1 Registration 2 Auditions 3 Shortlisting

Types Of
- Fresh Face In-Formal Approach
- Creative IQ No of Cities 6-8
Contest :- Spotlight
Per city colleges 4-6

Digital Reach 1 M+

Expected Participants 15-20k


Key Attractions:
ACAT ( Arena Creative Aptitude test)
Bloggers Meet You are definitely a creative genius if you can
Frapp – Student Connect Platform pass this one.
Road Show Creative IQ
ACAT
Residential Activation A Call for all the Creative Genius!
Test
PAN India CQ (Creative IQ) test : For scholarships

ACAT Execution platforms:


ACAT • College Connect
• Frapp
• Digital Platforms
• In-centre (Counselling)
Key Attractions:
Frapp – Meet
Bloggers Student Connect Appointing Brand Endorsers
Platform Its Mobile Way Personalised WOM

Personalised Selling TO & THROUGH customers

WOM Brand Referrals/ scholarships


Walk-in Generation
Reach 1 lac + Frapp
No of Cities 10

Per city colleges 10

Total College 100

Expected Participants
25 k
Key Attractions:

Bloggers Meet Brand Visibility

Frapp – Student Connect Platform Brand Visibility


Theme promotion/ Attention grabbing
Road Show
Roadshow
Street Plays Mass
Launch/ showcasing
Takeaway Contest | Lead Generation
Engagement
Long- lasting impact/ Experience
WOM

Street Plays
Markets /
Locations
hangout joints

Total Cities 8

Per city locations 3-4


Key Attractions:
Building Brand Visibility | PAN India
Bloggers Meet community of
Mass Communication
Influencers
Utilising the USP of Influencers
Mass Creative a personalised : WOM
Engagement
Event / Activity coverage : Digital Assets Creation

Details
Total Bloggers 30

Location Mumbai
Key Attractions:
Bloggers Meet QR Code
Mass Engagement
Campaign
Creating a personalised : WOM
Mass Viral Activity – Tie-up With local Café/ restaurant
Engagement etc. for Offers.

QR CODE
Innovative
Branding
Key Attractions:
Outdoor Innovative branding( Bus shelter)

Mass Mass Engagement

Engagement Surprise element / Unusual


Attention grabbing
Better re-call
Key Attractions:
Bloggers Meet Viral
Mass Engagement & Reach
Challenges
Viral Activities/ Content
Mass
Engagement

Viral Challenges
Education Expo

Mall
Colleges

Creative
Residential
Adda
Outdoor
Coaching Centres
Key Attractions:
Bloggers Meet Brand Visibility

Frapp – Student Connect Platform Brand Visibility Launch/ showcasing


Road Show
Residential
Residential Activation
Activation
Mass
Takeaway Contest

Engagement Long- lasting impact/ Experience


WOM
VR & Games

Residential
Total Cities 4

Per City locations 4


Going all over the
place!
Every Activity will have a takeaway either :
Tangible / non- Tangible (with a pull towards visiting
the nearest Arena Center)
EVENTS
2019-20
2019 2019

• Mumbai
LOCATIONS Same as 2018
• Delhi
• Kolkata
LOCATIONS • Bangalore
• Hyderabad
• Chennai
• Pune
• Ahmedabad