The plight of a bike that never consumed Elf

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | November 25, 2009
The 15-year-old brand launched an integrated campaign in Ahmedabad

Outdoor and below-the-line, put together, can prove to be a safe bet for brands creating city-specific campaigns. Elf, the 15-year-old lubricant for two-wheelers, launched an integrated campaign recently in Ahmedabad.

As part of the outdoor campaign, hoardings in 25 locations across Ahmedabad were taken up. The creative for the teaser campaign, which ran for five days, carried the copy, '2 saal mein hi meri laadli gayi kaam se!' On the sixth day came the revealer -- the visual of an open coffin with a bike placed inside. The copy read, 'ELF Moto 4 Gold nahi daala toh bike gaye kaam se!' Some creatives carried the copy in Gujarati.

The company also branded local buses and parking areas in malls. Besides, radio spots were used to create buzz around the campaign.

On-ground activities included meeting prospective buyers, making them aware of the brand and generating trials. This was done by engaging people visiting the canter with games and distributing freebies. Also, special offers were available for on-the-spot buyers.

About four years ago, the company created motozones at 10 well-reputed two-wheeler garages across the city. These garages were branded by the company and supported with equipment. In return, the garage owner was to recommend Elf to people bringing their bikes for servicing.

Discussing the rationale behind the campaign, Vilfy Raval, manager marketing, Elf, tells afaqs! "This is our pilot campaign launched in Ahmedabad, which is a market with huge potential for our brand. Majority of households in the city have more than two two-wheelers."

Saints and Warriors is handling the creative duties of the brand, which has pan-India presence. With this campaign, the company is targeting bike owners in the age group of 18-40 years.

"The idea of a lubricant comes to a biker's mind only when the vehicle is going for servicing. The decision for a lubricant brand is taken either by the awareness of a biker, or the suggestion of the mechanic. Our strategy for the campaign was designed keeping in mind both these aspects," adds Raval.

For the record, Elf is a brand of Total, a publicly-traded integrated international oil and gas company, with operations spanning all aspects of the petroleum industry in more than 130 countries. Total's operations encompass upstream operations like oil and gas exploration, development and production, LNG and downstream operations comprising refining, marketing and the trading and shipping of crude oil and petroleum products.

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