Towards its commitment to create more impact in the transport industry and to reach out to more people, Eicher not only introduced a new vehicle but also created a new segment in the industry. This launch event was the introduction of the all new Eicher Pro 1049 Truck, with the unique messaging of “Mini Truck Mega Space”.
Date: 27th April & 17th May 2016
Venue: Mumbai & Bangalore
Brief
The objective was to launch the truck in an effective way to ensure buzz among their existing dealers & customers AND also the potential ones.
Innovation
To begin with, we suggested a pre-launch activation in selected cities where we created larger than life inflatables of each utility, such as a 20L mineral water bottle, an egg, etc. These were then taken to shortlisted touch points to generate curiosity.
For the launch, we chose an unconventional way and got a magician involved from the beginning. Since the 1049 was revolutionary, we thought some drama would be apt for the launch. We not only curated a mind blowing trick to launch the truck, but also used magic to explain the key features of the truck. The overall theme and execution was extremely well received by the Eicher family in each city.
For the launch, we chose an unconventional way and got a magician involved from the beginning. Since the 1049 was revolutionary, we thought some drama would be apt for the launch. We not only curated a mind blowing trick to launch the truck, but also used magic to explain the key features of the truck. The overall theme and execution was extremely well received by the Eicher family in each city.
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Attendance
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