Wizcraft executed a series of events across the 4 cities of Chennai, Delhi, Mumbai & Kolkata in search of India’s fastest bowlers. The activation was planned to reach as many people, not just cricket enthusiasts alone, but also the women & kid population too. It had 3 levels consisting of a Pace try out & an award ceremony for the winners. An Augmented Reality was set up giving people a chance to click pictures with the star cricketers. The grand finale was held in Mumbai with Sachin Tendulkar being the chief guest.
The objective of the activation was to allow the urban population thank the farming community of our country for their services. An engagement based activity was crated in a Mumbai mall to celebrate 1 million #FarmDosts. Wizcraft designed an Augemented reality photo opportunity for visitors to come experience what it is to be like in a farm. This captued the attention of the audience meanwhile the farmers interacted & answered their queries.
The strategy was to execute an event that is larger than life and promotes the brand to be kid friendly. Through the pre event activities, not just school kids were focused upon but also their parents and teenagers came to attend the event. For just Rs.50, customers enjoyed unlimited ice-cream bars in a whole new range of exciting flavors and shapes. Once registered customers were given 20 minutes to enjoy the ice-cream. From the registration to the holding and consumption area, and the exit the planning was made to ensure a smooth flow of the crowd irrespective of the space constraint of the venue. Result was a unique promotional experience of gulping in 'n' number of ice-creams in the given time.
Wizcraft created a 'See Thru Toilet'to raise awareness of the harsh reality of defecating in public and inspire action to drive change. Domex and GCI took the ‘See Through Toilet’ to the R. City Mall to put the spotlight on the importance of sanitation.
The whole zone was made to look like a basketball court along with locker room setup, basketball arena, etc. Once stepped in guests got a feel of entering a basketball court. To drive in more registration and user generated content, gratification and gamification was made to be a pivotal part of the zone.
A microsite was created for registration to save in time and drive more registration. Microsite also helped to keep a real time track on the number of registrations.
Half court was created inside the mall where people could try their hand at the game.
To give guests a little sneak peak in the game 2 playstations with 4 joysticks and 4 bean bags were installed where guest could lounge and play the game.
In comparison to 12,000 drive experiences that were given in 2014 and 2015 put together, 13000 experiences were provided in the 2016 edition. There was a definite increase in customers who came and purchased cars and accessories on the spot. From the dealership's point of view, average expenditure per event amounted roughly to Rs. 5,00,000-10,00,000.Pretty evident from the testimonials recieved from them, dealership benefitted by recovering the money invested in the experience tour, but also by activating new markets for them.
Moving ahead from the mainstream hanger structure, we zeroed down on 3-dome structure specially imported from France. We wanted to play around with the scope that BMW as a brand provided us. We wanted to capitalize on the scope of innovation that a project like BMW experience tour had to offer us.
BMW and Wizcraft together managed to leave footprints on the sands of time. In cities where no one knew about BMW, now there exists patrons.