Ever seen a live
band performing on a platform up there on a hoarding during traffic hours? Well, that is the route Yamaha has chosen to launch its latest motor bike, Gladiator.
Although putting up live hoardings is not a unique concept any more - brands such as Hutch and Samsung have already tried it - Yamaha is doing it on a much larger scale. It is implementing the initiative simultaneously in 35 cities in the country. And at places where hoardings and billboards were not possible, as in Chandigarh, the company used hydraulic vans.
To further provoke the curiousity of the consumers, Yamaha did not unveil the hoardings at one go. Instead, it decided to play hide and seek and reveal each hoarding bit by bit every day.
Talking about the initiative, Rajiv Pruthi, general manager, marketing, Yamaha Motor India, says, "The idea is to create enough buzz around the brand and build curiosity among the youths - our target group - and drive them to showrooms to check out the bikes."
Gladiator is the new four-stroke, 125cc, five-speed bike, which is targeted at youths seeking a new lifestyle.
The model, which is conceived along the concept of the 'Next Generation Fun Bike', is the first of several launches that Yamaha has planned in its effort to become a name to reckon with in the lifestyle category.
This kind of initiative, as Pruthi puts it, "helps to create the right kind of aura around the product and gets everyone talking, which is good way to create brand recall."
© 2006 agencyfaqs!