Gulf has newly launched an engine oil designed specifically for mini trucks. Since the movement of these mini trucks is primarily in cities, the needs of the engine are different than an inter-state travelling truck. The market for mini-trucks is on the rise, with 16 lakh of such vehicles already on the road. The growth of the E-commerce sector further fuels the sale of these kinds of vehicles.
Oil companies are increasingly paying attention to this segment of vehicles, companies like TOTAL, Castrol have also launched dedicated oil products for mini trucks. In order to grab a huge chunk of this market, we organized the Gulf Outdoor Campaign using an unconventional mode of advertising – Mobile Billboards.
Since the target group for this product are fleet owners, drivers and mechanics, any conventional media such as hoardings, bus-shelters would have resulted in a lot of spillovers. Moreover the TG is densely present in small geographical pockets (Naka Stands) scattered all over a city’s geography. Hence, Mobile Billboards came out as a perfect choice as they plant the communication right in the midst of the target community.
We Chose 15-20 naka points in each city and engaged 3-8 Vehicles at every naka. This resulted in creating an impression on every fleet owner at that naka, who are the decision makers. We shared GULF merchandise with fleet drivers and mechanics during the campaign to create an awareness about the product and build loyalty.
3X protection against overheating, this was the keyword that was used throughout. During the interaction of our executives with drivers and mechanics, along with other advantages of this product, this keyword was highlighted.
Mobile Billboards offer a distinct advantage of planting multiple powerful messages about your product/service in the thick of a city, even at places which are un-tapped by conventional media options.
Display Area: Large exhibit area (40 Sq. Ft. per side) allows viewer to see, read, comprehend and, in some cases, react to the message in the time that it takes to pass by.
Static Hoarding Effect: Mobile billboards provide a static hoarding advantage near societies, institutions and corporate park for approx. 10 mins at every delivery point. 30+ delivery points per day.
Higher Impressions: Due to the large size of advertisement, it is possible for the far off viewers to notice and understand the Ad.
Eye Level Communication: LCV Billboards communicate with viewers at their eye level. It helps in engaging the customer better as he won’t have to make an extra effort to absorb the message.
The advertisement vehicles are tracked by web dashboard. This helps identify the coverage of areas in terms of spread on heat maps. This functionality helps identify areas which needs more coverage and changes can be made in the campaign accordingly.
Images of branding on vehicles are uploaded by field executives on regular intervals. This helps to keep a check on the health of branding and identify maintenance requirements.
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