General Motors India, intended to reach their TG in places that did not have GM dealerships. With a dual objective of providing support to their existing dealers and create hype and awareness around the brand Corsa, a 43 feet trailer carrying cars was used as a branding unit, for the first time ever, in India. The trailer was also converted into a 3D stage to display vehicles when stationary. This was done with the help of a hydraulic system on one side of the vehicle. To create media hype, zonal channel meets were organized and standard operating procedures (SOP) were shared with dealers. Advertisements in local dailies were also placed to attract the TG. Complementing the pre-publicity, the audience was invited to take test rides on the day of the event. Financers and insurance providers initiated hot enquiries and spot bookings.
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