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Crazeal takes BTL route to audience connect

10-July-2012
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Crazeal takes BTL route to audience connect

While e-Commerce has been growing, the business lacks face-to-face consumer connect. Realising this, deal website Crazeal.com, the India unit of Groupon Inc, has stepped up its BTL activities for greater interaction with consumers.

As part of its BTL activations, Crazeal recently ran a special deal on the movie ‘The Amazing Spiderman’. Apart from discount on tickets, Crazeal had personalised services and multiple consumer engagement activities to lend to the overall movie experience of the audience.

Speaking to exchange4media, Sachin Kapur, CMO, Crazeal, maintained, “We are in the value creation game and not the valuation game. We are not looking at deal hunters, but quality people.”

Crazeal has been carrying out its BTL activities in association with PVR, Café Coffee Day, as well as some 5-Star hotels on Delhi. With PVR, Crazeal has come up with offers for free popcorn and candy bars, besides deals on tickets. BTL activations have been carried out at select Café Coffee Day outlets, wherein customers could get a free cappuccino. The cups would carry the logo of Crazeal for greater recall. Dinner buffet offers at discounted prices were on offer for hotels in Delhi like Crowne Plaza and Radisson. There were weekend getaway offers for Claridges Surajkund.

Kapur insisted, “Our price point filters out certain kind of customers.”

Meanwhile, Crazeal has embarked on a long-running campaign – called ‘Who can resist’. Ideas at Work is the creative agency, while Lintas Media Group is handling the media duties. A series of ads have been released as part of this campaign, which broke a month back. The idea is to showcase a particular service or product on Crazeal in a funny manner.

For Kapur, it is more about giving lifestyle discovery offers and experiences, rather than offers at unbelievable prices. He added, “We are not a brand for the masses, neither do we aim for the niche and the elite; we cater to the vast Indian middle class with growing aspirations.”

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