In keeping with the spirit of Yuletide, Candid Marketing recently initiated a BTL activity for their client Spencer’s Retail under the ‘Good to Grow School Contact Programme’. The main objective of the activity has been to develop a unique bonding between schools and Spencer’s and also to increase the number of footfalls.
The entire activity was spread over two phases over a duration of four months, from September 2008 to December 12, 2008.
Commenting on the initiative, Atul S Nath, Co-Founder & Managing Director, Candid Marketing, said, “The concept for this programme was initiated by Spencer’s Retail Ltd to develop a relationship with school children and generate footfalls to the store. The execution of the programme was developed and conceptualised by Candid Marketing. The school contact programme had thematic activities relevant to each month.”
Nath continued, “The first phase, which started in September, was dedicated to teachers and activities around the same were conducted. The second phase was woven around the concept of ‘Share & Play’ keeping in mind Children’s Day in November and the entire month was dedicated to children. As part of their CSR activities, Spencer’s joined hands with Mobile Crèches, an NGO for underprivileged children, and asked children of the target schools to donate toys.”
He informed that 70,500 students were contacted across Delhi, Mumbai, Kolkata, Chennai, Hyderabad, and Bangalore, and 150 schools across these cities were covered, reaching out to an average of 150 students per school. The students were contacted on Children’s Day and Teachers Day.
“The objective was to develop a unique proposition and bonding between schools and Spencer’s across country and to generate footfalls post school visit by student and family,” Nath explained, further elaborating, “The execution planning involved putting up posters on the notice boards of schools, distributing Spencer’s discount vouchers to the students of 1st to 5th standards, etc. Students were asked to draw there favourite toy and donate toys/ drawing books to underprivileged children. Collections were done a day after the distribution. Freebies were distributed to all the kids in exchange for drawing sheets, MNYL forms and donations. The best drawing per standard in each school was awarded. The activity culminated with an event where the proceeds collected were distributed among the children in the Mobile Crèches NGO.”
Leads were generated through data generation forms distributed for co-sponsor MNYL.