Orange Productions Crafts an Engaging Showroom on Wheels Brand Experience for Hero Scooters
by Shantanu Jain Marketing | August 10, 2017 | News
Orange Events Hero MotoCorp
Aiming to reposition the brand value of hero scooters and to create a stronger brand recall, Hero MotoCorp recently crafted a one-of-its-kind campaign, offering an exclusive experience to their audiences by bringing the product right to the customer’s house.
The new range of Hero Maestro Edge scooters is categorized as the ‘Sabse Hatke’ style of the new age youngsters. So, carrying forward the brand communication and interpreting it into a never seen before brand experience, Orange Events created a ‘Sabse Hatke’ brand activation idea of bringing about a rare arrangement of dual-truck concept, brilliantly transformed into a mobile showroom. The entire brand experience concept was a Hero Showroom on Wheels crowned as the ‘Hero Experience’.
As part of this Pan-India activation, the hero scooters were being carried by a plush, classy and an elegant showroom which moved from one city to the other. The engineering marvel of combining the two trucks and converting it into a stylish Hero showroom redefined innovation in the world of experiential marketing.
Making it a technology-driven product experience, the showroom offered a series of interactive ideas comprising of touch screen for a 360-degree digital experience of the scooters, LED Sing Shot for a ‘Style Hatke’ digital customer feedback and a digital registration application for customer database collection. Also, not forgetting the necessary customer-dealer networking forum, the showroom was also adorned with an exquisite lounge area being smartly designed with modern furniture and interior setting.
Covering the northern India regions of Gurgaon, Mathura, Agra, Alwar, Jaipur and Delhi, this unique mobile showroom is on its ongoing journey to be the new talk of the town.
Commenting on the brand activation, Sonika Chopra, AGM – Marketing Communication, Hero MotoCorp Ltd said, “When we started to brainstorm on an activation it was majorly focused on brand imagery and positioning the corporate mother brand. Like any canter activity this was thought of as an activation which could be a mobile concept and can also have some engagement attached to it. Never did we imagine that the outcome would be to see a never seen before look of the trucks. All brownie points to the Event Team which converted our thoughts into reality and created a new benchmark in the history of brand activations done so far. It was not just the materials used or the premium look but it was the Two Trucks combined with so much of ease and comfort. The premium quality reflects in each element of the showroom on wheels not leaving behind the softer part which is the manpower - suave and soft spoken, involving everyone who would enter the zone and giving him a personalized experience of the digital engagement and the real-time experience of the product. It stands tall to its name of Hero Experience.”
Adding to this, Rajiv Ahuja, Executive Event Producer, Orange Events & Productions Pvt Ltd said, “Hero MotoCorp Ltd., as a brand is always innovative in its marketing campaigns and especially when it comes to offering the real-time experience of their products to their customers. Taking new challenges head on is something that makes Hero projects thrilling and inspiring for us. To manifest this dream into a reality, the brand team of Hero has gone beyond their horizons to reach out to their customers like never. We as team ‘Orange’, aspire to craft such ingenious brand experiences for Hero and its customers, carrying forward the brand ideologies of innovation & being truly Sabse Hatke.”
“Having serviced the brand Hero for so many years, this activation was truly an extraordinary experience of all. All the mechanics and engineering concepts that went into bringing about this masterpiece, have resulted into an extremely successful and noteworthy marketing campaign, offering an incredible brand experience not just for the customers but also for the Hero Dealer community. Designing, planning, strategizing & then producing this Hero Showroom was nothing less than a phenomenal exercise, undergoing innumerable permutations & combinations which then finally took the shape of this genius, being truly called the Hero Experience," remarked Kuldeep Parihar, Executive Event Producer, Orange Events & Productions.
As part of this Pan-India activation, the hero scooters were being carried by a plush, classy and an elegant showroom which moved from one city to the other.