Motivating more people to participate in HDFC Bank Saveathon – Edition 2 by raising awareness for the green cause.
Background
Initiated in the year 2017, Saveathon aimed at creating social responsiveness for various causes, including safety for woman, female foeticide, water scarcity, green awareness and so on. The purpose is to drive the much-required social change in our society. Hence, HDFC Bank Saveathon in association with the organizer Maiden Drop and powered by Reliance Digital, was back with its 2nd edition embracing the cause – ‘Let’s Run to Spread Green’. The idea was to plant a sapling for every kilometer a person competed. This plantation drive is still on with all the associated institutions.
Problem
A well-planned digital promotional strategy was the need of the hour in order to promote outreach, spreading the message of environmental conservation. Organisers for Saveathon – Edition 2 approached us for spreading maximum awareness and boosting event attendance for the success of their ‘Run for Green’ marathon. The strategy needed was an integrated one, that included logo modification according to the adopted theme, designing the paper advertisements, T-shirts and mementos for the participants, sponsors, partners and volunteers, creation of the tree theme backdrops with start and finish line arch, cheer zone backdrop, main event backdrop.
Solution
We implemented a strategy and proposed multi-touchpoint solutions on both Digital and Offline platforms, which yielded maximum response. Knowing that any minuscule act done on Social Media can leave behind a good amount of digital footprint, the organizers wanted to bank on that in an effective way and influence the millennials. In order to create an awareness and engage its audience encompassing novice, amateurs and the hardcore marathoners, we planned for regular posts over Facebook and Instagram, required to boost conversations on the Saveathon cause.
Repetitively targeted Whatsapp push messages, videos and google ads were created to make the green cause feel relevant to the target audience. The real task was to identify the influencers who would take a stand and shoulder the responsibility to promote the cause. Their messages were also channelled properly across all digital platforms and connected well with people from all walks of life. The existing Saveathon website also demanded restructuring in order to aptly gel with the ‘green’ theme.
In addition to that, the offline mediums too demanded an equal amount of emphasis on awareness generation strategy. As the participants for 10K, 5K and 2K run were quite diverse, a varied range of interactive elements was required to keep them motivated and engaged. These different elements across all promotional channels communicated something coherent about the big run. Hoarding ads, ads on bicycles, LED screen mobile van campaigns, blogs were created to effectively raise the green awareness. Remarketing ads simultaneously advanced the brand recall and conversion.
Result
There were an amazing 7000 registrations for the event and the message was successfully spread across to raise maximum awareness within a duration of three weeks. Good number of leads were generated through various social media channels. As a result of Display Ads and Paid Campaigns which appealed to a wide number of people from all walks of life, we were able to attain a greater number of registrations from varied sections including corporates. The encouraging and positive feedback we received, resounded the success of the event.
