The Objective

Chateau Indage had a special offer on Chantilli, Riviera & Vin Ballet. This offer had to be communicated to the TG in a manner as to drive store purchase. The offer was in the form of a discount that the consumer would get on purchase of the brands at the store. This offer was open only in a specified number of cities and the elements of the offer changed from one region to another. But how would one get a particular city resident to walk into the store in the first place?

The Solution

The online medium provided a unique solution that addressed both, the need of reaching particular markets and the need to generate walk-ins. A city targeted activity was planned on key sites. Impressions were served to users originating from particular cities only through tracking of their IP addresses. 17 cities were targeted (from Main metros to Mini Metros). The sites used were the major portals – Rediff, Yahoo, Indiatimes & key news sites – Hindustantimes & Economictimes.

When a consumer saw the communication about the offer on the banners, he/ she were taken to a landing page where the discount offer coupon could be printed immediately by the user & then redeemed at the store. Each discount coupon printout had a unique code generated so that we could track the number of printouts & hence the sales generated. This met the second requirement of generating walk-ins.

The Creative Route

The banners & landing page were upfront & delivered the message about the offer. It was important to keep the communication simple and direct so as to generate maximum coupon prints.

The Results

Over 16 Mn impressions were served through this campaign generating an average click through rate of 0.5%. More than 2500 coupon requests were printed during the campaign – a conversion rate of 3% on clicks – a good result for a brand that is not well entrenched in the India psyche.