Bingo Chips Activation Campaign

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The Brief

Bingo Chips in India launched two new flavours, 'Galata Masti' and 'Yumitos Jalsa Masti'. Prior to the launch of these flavours, an activation campaign was planned to build up to the launch and intimate people of these two new offerings by Bingo.

The campaign was planned over 32 cities, focusing on South India and Gujarat for the aforementioned flavors respectively, since Galata and Jalsa stand for vociferous celebrations in the corresponding regional languages.

The following is what was proposed to the client. Jalsa and Galata were the two names used for the different regions across all ideas.

BUSINESS OPPORTUNITY:

• Bingo has launched two new sub-brands, ‘Galata Masti’ and ‘Yumitos Masala Jalsa’

• Both of the above are authentic flavors reminiscent of the culinary style of South India and Gujarat respectively

• Bingo plans to reiterate to its TG, the fact that their chips are authentic, tasty and affordable

• To do so, they need to promote the sub-brands to the desired TG in a clutter breaking manner•

OBJECTIVE:

• Promoting the sub-brand in the concerned markets by building a sense of preference and association on the basis of its flavours

STRATEGIC SOLUTION:

• Execute a multi touch point activation campaign across 5 states for the 2 sub brands

• Engage the audience through a plethora of activities that are ultimately followed by product sampling

You don’t need an occasion for celebration

You don’t need a venue for celebration

You don’t need big bucks for celebration

Because, celebration now comes in a pack of BINGO!

Galata Masti (Alternately BINGO! Yumitos Masala Jalsa)

THE BIG IDEA

“AGM / AJM”

Jalsa = Galata = Celebration

• The above acronyms stand for ‘Anytime Galata Masti’ and ‘Anytime Jalsa Masti’ respectively

• An ATM – Automated Teller Machine, also known as ‘Any Time Money’ helps one collect money anytime and anywhere

• On a similar note, AGM & AJM are catalysts that help one have ‘fun and masti’ whenever he/she desires to

• Through this campaign, we aim to create such engaging and exciting moments that are lively and unforgettable

• Both Galata and Jalsa can mean, ‘celebration with pomp and joy’ in their respective languages

• We wish to promote an atmosphere and mental disposition that provides and encourages the opportunity of such instances in our TG’s lives

• With the above concept, we’re removing all shackles that bind celebrations specifically to occasions

• With the above concept, we’re promoting Bingo’s sub-brands as fun, energetic and a little wacky (just like its original positioning)

• By associating Bingo’s sub-brands with such a mindset, we’re entrenching the brand’s perception in the minds of the TG

PRE EVENT:

• Create Excitement, Drive Interest and Motivate Attendance

– Social media, Radio promotions

DURING:

• Seamlessly integrate the entire experience from start to finish on the foundations of engagement and participation to match the theme of the event

– On ground activations and Sampling based on the theme

POST EVENT:

• Follow up plan

– Social media and on ground follow ups (wherever applicable)

DURING:

• We intend to build an experience that will create unforgettable memories

• Since Bingo is positioned as a brand that’s young at heart, just like its target, the event has been planned in a manner that engages the audience and facilitates them to have fun during it

• We’ve proposed a host of activities, that can be clubbed together or executed individually, based on the demographics and the flow

Touch Points

Single medium to reach out to our TG across all touch-points

1. Anytime Galata Express / Anytime Jalsa Express

IDEA :

A mobile van that covers all the mentioned touch-points across city takes pit-stops to interact and engage the TG.

The van is filled with fun props , music, samples of BINGO chips… Everything needed to have a good time…!

PRE EVENT:

We tie up with local radio stations and have their respective RJs announcing the ‘Galata Express’, which will visit the predefined touch points

• The RJ shall receive calls from listeners to give a feedback about their Anytime Galata/Jalsa Masti moments and experiences

• We can also have a Social Media contest where participants guess the next destinations that the van will arrive on, based on hints and clues provided on the page and micro site

DURING:

• This ‘portable experience van’ will travel to various designated touch points and create various Galata / Jalsa moments

• We ask the TG to emulate their favorite Galata /Jalsa ( fun ) poses, experiences and expressions as they get themselves clicked

• These pictures would be linked to our social media page and micro site

• Post this activity, product sampling would be conducted

IDEA :

FUN IS JUST A CALL AWAY!

Birthday party…

Anniversary…

Farewell….

Any other celebrations…

The RJ’s will ask the listeners to call on the AGM/AJM hotline nos. and the AGM/AJM express shall reach the venue within 30mins to interact with the group and make them have a Galata (Jalsa) Time .

2. Anytime Galata Express / Anytime Jalsa Express - Express Cycle Carts

IDEA :

• The rationale behind this idea is, the replication of the AGM/AJM Express in smaller cities, that can be covered by a cycles

•The cycle cart shall be elaborately decorated according to the theme and carry product samples and some wacky props to engage the TG.

•Clicked pictures to upload on to social networking sites/micro-site

• This will be followed by sampling activity

3. Bingo “Galata Time” / "Jalsa Time" – College Freshers Party

IDEA:

• With junior colleges opening this is the best time to collaborate with the college cultural committees to organize/sponsor the Fresher’s party

• Perfect platform to engage with the TG, be a part of the celebration process and have a Jalsa / Galata

PRE EVENT:

• We propose a fresher’s parties being sponsored by Bingo. The targeted colleges shall have posters announcing the event . (Top 5 colleges in each city)

• The poster shall also be uploaded on social networking sites like facebook, twitter, BINGO micro site etc.

DURING EVENT:

• We suggest a At the fresher’s party, BINGO shall have a designated Fun Zone.

• The Fun Zone shall have some interactive crazy games for the TG (GPJ is working with a media house on a pan India college activity and we could look at co-partnering for the same)

Social Media Integration at College Fresher's Party

Photo boxi being one of the excellent platform for Instant photo-sharing on Social Media can be used

to get the desired communication brought to life by creating customized templates for the brand .

Students click pictures / share pictures on Facebook.

Estimated reach in Karnataka

Estimated reach in Kerala

Estimated reach in Tamil Nadu

Unique Touch Points

1. Circus

PRE EVENT:

• Keeping in mind that the attendees to this circus will consist of our TG, while emulating the theme of the campaign

• We tie up with ongoing circus in the targeted city/cities (as per the circus troupe’s journey map)

DURING:

• Every person in the audience will be given a free sample of BINGO chips at the entry

• Also we can have one of the circus acts customized by using BINGO chips, thereby adding a fun element to the act. (a juggling act, clown act, trapeze act etc)

2. Amusement Park Cavalcades

DURING:

• A cavalcade of promoters dressed in costumes move through the amusement park

• These promoters are singing, dancing and generally having a good time

• They engage people they pass to join in the merriment and at the same time distribute free samples of BINGO chips to the crowds

POST EVENT:

• Analyzing the feedback collected from these touch points will help us in evaluating the response to the brand and flavor

• This activity shall create a connect in the mind of the TG, a good time will be associated with BINGO!

Movie Association - Luv U Soniyo

Background

• This idea is targeted to Gujarat market only

• Production house – Viacom 18 Motion Pictures

• Movie – Luv U Soniyo

• Star cast – Neha Hinge (Former Miss India) & Tarun Virwani (Rati Agnihorti’s son)

• Availability of the movie start cast for film promotion along with Remo Fernandes for a concert in colleges pro bono (GPJ can leverage our relations for the same)

• Good platform to connect with the TG backing on the movie promotion concert

• We can achieve sampling, click pictures and upload the same on the micro site

The Big PR Idea

IDEA: Transform public transport – Bus into a Galata Express!

On a regular day when passengers waiting for the bus are caught unexpected with the help of a Public Address system in the same manner as seen in railway stations….“Yatrigan kripya dhyaan De…" (Passengers, kindly pay attention)

The idea is to announce that passengers travelling in a specific BUS going through a specific route will be having a Galata Time (Jalsa)

Unique branding panels outside the bus

Few Passenger seats occupied by jugglers, magicians, etc who

will interact with the passengers

Promoters will go around distributing the samples

Airport Branding Opportunity

3D Art

The image of a big open BINGO Pack, with a clown coming out, images confetti, streamers, youngsters having a good time.

IDEA SEGRETATION

Recommended Activities as per market strength:

• The Big Cites: AGM/AJM Express, Fresher’s Party, Luv U Soniyo movie promotions, 3D Street art at airports, Galata Masti / Jalsa Hotline , Circus, Galata Bus Activity

• The Medium Cities: AGM/AJM Express, Galata Masti / Jalsa Hotline, Fresher's party in colleges

• The Small Cities: Express cycle carts, Fresher's party in colleges

Post Event:

• Analyzing the feedback collected from these touch points will help us in evaluating the response to the brand and flavor

• The TG shall have a connect in their minds between BINGO and fun times n times

• The database of feedback forms collected during the sampling will be shared with the client

• Updating the Photo’s of Galata / Jalsa time on the Social websites

TFKD FACTOR

A rationale used to describe the core thinking behind the concept and what we want our Target Group to experience through our activities.

THINK (Building Relevance) - What opinions do they need to form?

This experience is not just introducing the audience to a new flavour customised to their palate but to create a connect with the brand in the consumers mind to fun times.

FEEL (Building trust) - What emotions do you want them to experience?

The TG should feel a connect to the brand, associating it with fun, galata masti times.

KNOW (Providing Evidence) - What facts do they need to learn?
The TG needs to know that BINGO has come up with these flavors especially for their palate. The product is reasonably priced.

DO (Driving Action) - What do they need to do at the event in order to be motivated to action or objective

They need to participate in the various interactive activities conducted. They also need to provide their feedback on the taste of the product, and finally purchase BINGO, each time they crave chips.