Casestudy details Title : Rewards Mela for Vijeta wholesalers of Hindustan Unilever Limited (HUL) Hindustan Unilever Limited

25-4-2007

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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.

Objective

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 hours of the transaction being done! 5. Direxions coordinated with vendors to ensure that the value, quality and supply/ quantity of products was commensurate with expectations and demand. 6. A soft copy of all points in each city to enable correct rewards being redeemed 1.30,000 reward requests requested nationally 2. Rs.100 Million worth of rewards redeemed 3. Delighted wholesalers who enjoyed

Creative Strategy

Campaign Description

Result

a family event and went home with Cherished rewards. 4. A thank you note from the client!