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MUMBAI:
Percept Activ has bagged the onus to execute an innovative on-ground
and social activation campaign ‘Fresh on Campus’ - an
event organised by The Hindustan Times & sponsored by VEET,
Reckitt Benckiser (India) Ltd. The campaign that kick-started in
August 2012 covers cities like Mumbai and Delhi.
The focus of Percept Activ will remain largely on brand communication
activities, encompassing both promotional activation and event based
activation across Colleges in Delhi and Mumbai.
The key responsibility of Percept Activ is to manage and execute
the Sampling & Engagement Zones at the fresher’s party
held at various Colleges. The Sampling zone is an extending hand
wherein VEET promoters would explain the product features and provide
giveaway samples to the college girls.
Tab-Girl is another interesting concept introduced by Percept Activ
at the Engagement Zone. The Tab Girl communicates and educates the
audience around the Zone with the use of the tablet PC, about the
ongoing activities around the zone which include; Demo & Sampling
- demonstrates the application of easy to use wax strips, Nail art
zones - where nail artists showcase their talent and the Photo Zone
- Here the promoters encourages the college girls who have gone
through the initial engagement activities to pose with the Brand
Ambassador of VEET Katrina Kaif’s cut out.
Percept Activ connects these on ground activities on a social platform
of VEET India which allow the girls to visit the VEET India Facebook
page and tag themselves. These girls then stand a chance to be included
in the VEET DIVA Contest – ‘VEET be the DIVA’.
Speaking on the project, Sanjay Shukla, COO, Percept Activ, said
“Brands today are increasingly attempting to gain access to
college students in an organized manner. The key here is to integrate
BTL with a well supported digital campaign. BTL creates experiential
content and digitization amplifies it creating aspirational value.
‘The Fresh on Campus’ Campaign is a good example of this
format.”
The expertise of Percept Activ in the brand communication space
will help position brand VEET as a beauty brand among college girls,
by allowing them to experience the expertise of the product through
digital, on-ground activation and post event experience testimony
generation.
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