The promotional-cum-response-generating scheme, developed by advertising agency Triton Communications, included an exhibition, where Eterno's features were showcased in local areas, covering 10 cities in northern, western and central India, and a total distance of around 2,000 kilometres. "The idea was to demonstrate in a real manner and not through mock stunts the reliability aspect of Eterno. This provided HMSI an opportunity to test the Eterno under actual riding conditions on parameters like mileage, endurance, loading capacity, the unique one direction gear system and riding comfort," said Triton's brand services director Anchal Duggal.
The 'rally' was conceptualised using insights from research, which indicated that the key concerns and expectations of consumers were mileage in normal riding conditions, the ability to carry a load, the breakdown factor and stability while riding.
The cities covered were chosen specifically in view of their importance as key markets for full-size geared scooters.
The CRM scheme allowed consumers to "touch and feel" the product and check its performance first hand. "Keeping in view the conversion factor, a lot of focus was on test drives as, normally, out of a 1,000 test drives nearly 15 to 20 (consumer) conversions are made."
It was the right experience created to catch the consumers in their local ambience and educate them on the great innovation behind this fantastic product," said Duggal.