Lodestar UM recently concluded a unique on-ground initiative for Mahindra Navistar. The core idea of the activity was to maximise reach for the brand, which has recently broken its ad campaign. The on-ground activity was initiated to support and amplify the TVC proposition and to bring alive the TVC on ground.
The activity spanned across India’s 40 important transport nagars. The mammoth display included the 20 ft long truck, a huge backdrop which amplified the TVC elements and a wall with India’s map highlighting Mahindra Navistar’s strong service network of 751 service points.
The look and feel of the display was designed to reinforce and echo the ad proposition of the reluctant son TVC. The TVC basically talks about the second/ third generation in transport families, who are well qualified and are reluctant to enter the dirty business of transportation. This sentiment is echoed by the youth in most transport families.
Mahindra Navistar, being a provider of high performance products that seeks to redefine transportation in India, has state-of-the-art manufacturing facilities at Chakan. The truck as well the service symbolise reliability and is defined by cutting edge technology.
Transport nagars house a captive audience for Mahindra Navistar, as their primary target is progressive and discerning fleet owners.They also rely on drivers and support staff to spread the good word, and experience what a transition a Mahindra Navistar truck can bring to their mundane life.
The brand symbolises transportation in a very distinct and real form. The brand is known for its innovative BTL activities.
The four-day activity included demonstration of the truck and its unique features and comfort offered by Mahindra Navistar trucks; interactive games were played with drivers; and giveaways like first aid kits to drivers, and CDs distributed among transport offices.
All in all, the activity provided a great networking opportunity with prospective customer base to promote exclusive services like 751 service points, call centers, and to physically experience the change.