Fiat Avventura’s mall activation sees 28,000 footfalls
by Dharm Patel Marketing | October 8, 2014 | News
Fiat Work Ventures
Fiat recently held a pre-launch activity for its upcoming car ‘Avventura' at eight malls in eight cities -Mumbai, Ahmedabad, Delhi, Ludhiana, Pune, Bangalore, Chennai and Coimbatore. The activation witnessed 28,000 footfalls and an enquiry generation of 3700.
Work Ventures, which has been associated with the brand since two years, won a multi-agency pitch to execute the mall activation, held from Sept. 12 to 28. The objective was mainly to show the first glimpse of the brand new car while creating hype and gathering as many leads as possible. It was conducted in a quest to increase sales and promote the urban and adventurous Avventura in front of a large audience. Avventura, being a CUV (Contemporary Urban Vehicle) has features like high terrain gauges, high ground clearance, functional roof rails, etc.
With regards to having the activation across malls, Ashok Jaiswar, GM - Marketing, Fiat India said: "Malls have come across as an engaging medium with huge footfalls and are captive in nature. It gives great opportunities for both prospective customers and the brand to interact with each other."
Adding further, Jaiswar said: "This activity was a global premier of Fiat Avventura as it is getting launched in India before anywhere else in world. Work Ventures has really worked hard on all the aspects from creativity to execution - It was a flawless activity which has given us very good response."
Commenting on the challenges in execution of the activity, Monica Rankawat, Project Head, Work Ventures said: "The biggest challenge was to incorporate the urban and adventurous image of the car in the set design, for which our creative team really worked hard and came up with the appropriate design. Doing the setup overnight was a task for us as we had to take care of minute details."
Work Ventures was appointed to execute the eight-mall activation after winning a multi-agency pitch.