Below-the-line promotion agency Candid Marketing recently executed a BTL campaign for Snickers, the world’s largest selling chocolate bar brand. The activity was undertaken in two phases. The first was done in August-October 2008 and then in January-February 2009. The challenge was to create on ground activation to support the brand’s ATL initiatives.
Commenting on the initiative, Nidhi Kriplani, General Manager, Corporate Communication, Candid Marketing, said, “The launch of the world’s largest selling chocolate bar brand, Snickers, had been much awaited in India by all chocolate lovers. The ATL campaign, using football as a theme communicated the above proposition, our challenge was to take it on ground and we have successfully done it.”
“This below the line activity has been designed to create awareness amongst TG, young male in the 16-24 age group, with interactive sessions that encompass the brand characteristics, which is ‘Sporty, Youth and Active Lifestyle’,” she added.
Kriplani further said, “We have used malls, road shows, colleges and BPOs as promotional mediums. In the malls, 15-feet goal posts were fabricated and placed in the centre of the mall atrium for maximum visibility. A penalty shoot-out scenario was created, wherein the trained footballers were hired to shoot the goal and the Snickers TG (goalkeeper of the Snickers team) had to save the goals. A clock was placed at the set-up, which would strike 4 when the TG was unsuccessful in saving the goal and given a Snickers sample and told: “Tere to Chaar Baj Gaye Hain.”
She added, “Apart from malls, we have such different activities and interactive sessions in college campuses, BPOs, etc. We have also conducted consumer feedback study in five cities post the BTL activities and got huge feedback directly from the consumers.”