Lotte Choco Pie’s engagement drive saw 250 Piemen on the streets of Delhi
In the age of sophisticated mass media marketing, why do brands still bother with on ground activations? Answer. To bring a smile on the consumer’s face. Recently, India’s no.1 Choco Pie Brand Lotte, has chosen to build brand recognition and recall by through a unique marketing initiative.
The campaign started with the Print ads in Delhi Times and HTCity .These print ads also had QR game codes which helped in building brand engagement and generating game playsUnique QR codes helped Lotte India to measure response from these print ads. With over 2000 engagements through the print campaign, the precursor ads were just the the right head start for the campaign.
Soon after the ads, campaign came alive when 250 Piemen were found roaming the streets, localities and other prime locations in Delhi. It turns out Lotte has conducted one of the largest on ground engagement drives to delight consumers. These Pie Men further interacted with consumers, getting selfies clicked and posted on social media platforms (FB, Instagram) with the hashtags - #PawriWithLotteChocoPie and #MeAndLotteChocoPieMan. Consumers also made use of the QR game codes to scan and play an exciting Lotte Choco Pie game.
Additionally, 30 lookwalkers roamed around prime market locations in these 3 days and sampled Lotte Choco Pie and distributed leaflets – which highlighted brand benefits.
The engagement via hashtags and interactive game generated 25000+ impressions in terms of direct engagement. The unique execution of the campaign engraved the LotteChocoPiemen on the hearts of consumers.
Speaking about the campaign, Venkatesh Parthasarathy(Marketing Head, Lotte India)said-
“We were looking to assert our category leadership position in our No. 1 market, Delhi. We also wanted to imprint ‘Lotte = Chocopie’ onto our consumers. The activity helped us do that exactly in a very meaningful and engaging way using online & offline means. We hope to scale this activity to other metros shortly”
By leveraging a mascot to create brand recognition and driving the point home through a print and on ground initiative at scale, Lotte witnessed a very successful multi-media campaign that did stand out.
The campaign was executed by Brandpix Marketing Services Pvt Ltd