Although the market for domestic solar heaters is on the rise as the Report shows. There are other dominant players in the market like Whirlpool, Siemens, TATA Power Solar Systems, Bosch who are vying for their shares in the growing market. So, it becomes a necessity for Racold to innovate and engage with consumers using unconventional mode of advertising and promote the racold solar water heater.
The target audience for the product is located in tier- 2&3 cities. This is because of presence of Irregular electricity, hot water is not available around the clock. Also, unlike metro cities, the target consumers own the roof space. The target community is spread out into multiple geographies, hence there is a need to reach out to them and engage.
The idea was to create a buzz for the product in the tier-2 cities of Maharashtra and generate leads. We shortlisted Satara, Sangli and Kolhapur as the 3 major districts around which the activity will be conducted. Also, 8 nearby sub towns of these regions will act as secondary hubs for the activity.
Creating the design for vehicle fabrication which will carry the product for the marketing activity.
Identifying the features of the product that would create trust and incline consumers to making a purchase. We sought out points like eco-friendly, electricity saving, faster heating than electric heater, smart timer, no worries of power-cut and 5 year warranty. Using these points, we started planning an activity around them so that these points stay in an engaged consumers’ mind even long after the activity is completed and create a brand recall.
There was a need to create some engagement around the mobile advertisements because the product category is new. Consumers need to be informed about the product in detail as there is a lack of awareness about solar devices.
We devised a dart board game around these points, and awarded goodies to better performers in the game. This created an incentive for people in the surroundings to engage thus creating a buzz. This would help us enhance the number of impressions at every stop and engage more and more prospective buyers.
Crowd interaction is conducted by supervisor at every dense consumer demographic along the way. Showing the consumer first-hand the quality and efficiency of the product helped gain confidence and create brand recall. Interested people register with the ground team and are passed on to the sales team for further engagement.
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