HPCL’s Happy Wheels Offer paves the way for simple integrated campaigns

HPCL’s Happy Wheels Offer paves the way for simple integrated campaigns

Author | Pallavi Goorha Kashyup | Saturday, Nov 28,2009 7:42 AM

HPCL’s Happy Wheels Offer paves the way for simple integrated campaigns

Hindustan Petroleum Corporation Ltd (HPCL) has claimed to have attracted an unprecedented response from over 15 lakh consumers through their ‘HP Happy Wheels Offer’. The offer, which runs till November-end, continues to generate excitement amongst HPCL patrons. The entire integrated campaign, from conceptualisation to execution, is being handled by Leo Burnett and its integrated marketing services agency ARC Worldwide.

Venke Sharma, Senior Vice-President & Director, Arc Worldwide, explained, “The aim of this campaign is to increase to the company’s marketshare. Running in around 2,000 outlets pan-India, the ‘HP Happy Wheels Offer’ gives HPCL patrons a chance to win fantastic prizes like five Maruti Suzuki A-Star cars, 50 TVS Flame SR 125 bikes, 140 Samsung E250i mobile phones, 20 Samsung Star Touch mobile phones and 7,000 Instafuel cards worth Rs 500 and free fuel vouchers worth Rs 250.”

The entire activity has been conducted in the BTL space at the point of sale, thus strategically engaging the audience and encouraging participation through an SMS to a specific short code.

All consumers have to do is fill fuel worth a specified amount and SMS their bill details to a short code 5676761. In addition to this, they can get more information through a dedicated helpline and website - Winners based on a structured verification process are selected through a randomiser on a weekly basis and notified through SMS, phone call and on the website.

Using an effective BTL advertising through hoardings, standees, banners, leaflets and displays at the HP petrol pumps, HPCL has claimed to have garnered a tremendous response while building brand equity. The first week of the offer reportedly saw over 2 lakh entries. The website reportedly saw over 32 000 visits since the offer began.

While the initial offer was slated to run from September 16-October 31, the positive results have led to the offer being extended till November 30, 2009.

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