Casestudy details Title : Rewards Mela for Vijeta wholesalers of Hindustan Unilever Limited (HUL) Hindustan Unilever Limited 25-4-2007
Client name Campaign Start Date Campaign End Date Media Sector/Industries Uploaded On Uploaded By Summary
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5-6-2007 Field marketing Fast moving consumer goods 14-09-2007 India
HUL has 12,000 wholesalers across 900 cities and towns. The geographic spread and poor courier network in the hinterland has resulted in a huge built up liability -unredeemed points of their loyalty programme, Vijeta programme. Taking learnings from earlier years, a successful redemption programme was implemented, reducing liability substantially. To maximise redemptions by all whoselsalers in the network in the most efficient manner, thereby reducing HUL's liability. Challenge: To overcome problems faced in previous redemption drives i.e. poor attendance, long waits and wasted agency resources for visiting cities with gift/ rewards vendors. And to maximise redemptions, given the background and geographical spread of venues.
Challenge Target Audience HUL's wholesalers, ( Vijeta Programme members) primarily small businesses, who have stiff targets and are wooed by schemes from competition. They earn reward points on every purchase and can redeem them for gifts. "Redeem your points for rewards in your own city "- that was the theme. Given that it is an annual event, the task was to create ‘a difference’: This was done by creating a dedicated • Vijeta AV • Invites to event • Event collaterals:Backdrops A 74 city redemption drive over 2 days in the cities with maximum points’ liability. 1. Day one for Platinum and Gold members, Day 2 for Silver. 2. A formal invite with members’ Vijeta points personalised, sent well in advance. 3. 3 Teams of 4 students each per zone ( instead of Agency resources) managed the redemption events with daily reports to a Direxions coordinator. 4. HUL received transaction reports within 48...
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