The campaign was launched to engage and educate dealers and mechanics about the offer that assured cash coupons on a range of PETRONAS' vehicle lubricants. Under the offer, five purchases of the same SKU unit multiplied the highest cash coupon denomination by five and added it to the sum of the remaining cash coupons, which could be redeemed for cash back. An average of six new locations was covered everyday in the road show.
Pentagon Events educated PETRONAS' stakeholders about the high quality of the lubricants and gave away know how of the offer through fun filled activities. The target audience was engaged through various games that included a board cricket game called ‘Howzatt', as well as other games like darts which had cash coupons as targets and a football based challenge. Other entertainment options like a magician and housie were also at hand.
Over 50,000 mechanics took part in the road show and a similar road show in the east zone is in the pipeline.
Commenting on the activity, Gaurav Prakash, Marketing Manager, PETRONAS said: "The marketing objective was to actively engage our product stakeholders, the mechanics and dealers in order to communicate the PETRONAS ‘Panch Ka Punch offer across crucial touch points in the north, west, south and east zones in India. With the already existing dozens of offers and value add being offered to mechanics and dealers, the ‘Panch Ka Punch' offer simply stood out with the winning amount being multiplied to five times the original amount which was a first of its kind offer launched across India. The entire campaign was launched simultaneously across nine cities in India where we experienced the kind of meticulous planning and back end precision Pentagon operates with. It was a great experience to join hands with Pentagon."
Commenting on the execution of the campaign, Khushbu Vaid, Director, Pentagon Events and Activations said: "We have been working with PETRONAS for quite some time now and with the kind of experience mutually shared, we were keen on raising the bar of expectation and win this project, which was to be executed simultaneously across nine cities pan India. An eye for detail and the expertise to conduct such a nationwide activation has been one of the core strengths. With more than 50,000 stakeholders already engaged with this activation, we intend to raise these numbers with an east zone project already in the pipeline."