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Eicher Cricket Mahasangram
On ground/Event Marketing
Eicher Tractors Ltd.
Background
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Rapid industrialization and infrastructure development has led to an
up to 70% upsurge in non farm use of tractors, opening new frontiers of
growth
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Despite being a 50yr old brand with wide range of tractors across
various HP ranges, suiting various purposes, Eicher is still perceived as
an entry point player
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It wanted to position itself as an all-rounder to a vast & varied target
group
Target Group
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Farmers
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Other users of tractors using it for haulage - brick manufacturers,
miners/blasters, loaders, water suppliers etc.
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Objective
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Engage a varied group of target audience around a wide portfolio of
(Eicher) tractors
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Create awareness to change ‘entry level player’ perception and
position it as an all rounder
Challenge
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Talk to a vast and varied target group (farm & non farm users), who
look for different features
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Intercept this varied group on a common plank
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Bring entire brand offering under a single umbrella theme
Thought
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Eicher tractors had 11 tractors in its portfolio all with different focus
features and usages
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Cricket team also has 11 players; all with different strengths who put
together form a formidable team
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In a cricket frenzied nation, what better plank than cricket, to build
relevance for Eicher’s different tractors with unique strengths,
appealing to different user groups positioning it as a team of star
players
Idea – Eicher Cricket Mahasangram
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A unique on ground activity that brings relevance for the entire range
of products under Eicher brand name using the medium of cricket
Strategy
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A multi pronged strategy was followed:
Choosing the apt time
Unique User Experience
• Syncing the campaign with Cricket World cup 2011, when cricket is on
the top of mind of the TG
• Offering the TG a unique experience to play net cricket and feel like there
favorite cricket superstars.
Brand connect
• Integrating different brands within the format of the game
• Anchor led engagement
Building recall
• Miniature models of tractors as giveaways
• Interesting leaflets drawing parallels between cricket the tractor models
etc.
Activity Model
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Two legs to the activity
Pre Event
• Ensuring high turn out on event day
by creating high buzz in the target
towns through:
• Van booming
• Visibility (Banners/posters etc.)
• Leaflet distribution
• KOL contacts to ensure smooth
functioning
Event
• Van campaign in target towns
• Net cricket session enabling unique
experience
• Anchor led engagement enabling
interesting brand communication
Snapshots
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Results
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6008 Villages covered
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Over 8.5 Lakh prospects engaged during events
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9,229 enquiries generated for focus models
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Thank You