On Ground Activation

REQUIREMENT

HPCL wanted to run a program for mechanics to promote their products and incentivise the mechanics using company products. Although mechanics were end users, their distribution channel was via retailers and it was not organized. Mechanics data was not available with the company.

SOLUTION

Activatr platform’s cross device mobile application was used to collect data, analyze purchase & usage behavior of mechanics across India. Vistaar’s partner, an event management company, organized a ground field force to collect the information. Each field person was provided personalized access. Mobile app helped geo tag the data collected. All data was verified with the OTP process. Additionally, the app collected competitor data to help HPCL to figure out the market dynamics and strategize future campaigns.

RESULTS

This campaign was executed as a pilot in the northern part of India. Post successful execution, it was extended to Nepal, Myanmar and Bhutan where the company has significant market presence. During the 3 months campaign, about 60k Mechanics and 5K automotive garages were engaged