P&G calls on consumers in Punjab to help build playgrounds
by EVENTFAQS Bureau | Marketing | August 24, 2012 | News
As reported earlier, P&G intends to promote youth sports in India as part of its ‘Thank You Mom' campaign. As part of this objective, the brand plans to engage consumers in its effort to build more playgrounds for children, for which an in-store activity was executed across three cities in Punjab.
Encompass executed the activity at four Walmart stores, for three days each, in Jalandhar, Ludhiana and Patiala from Aug. 17 to 19. At these stores, consumers were encouraged to partner P&G in their efforts to build playgrounds for a healthier future for their children.
At each store, the consumers were informed about the P&G Thank You Mom campaign and its various facets. They were then made aware of the lack of playgrounds and how P&G planned to change that. They were informed that a part of the proceeds from the purchase of any P&G product would go towards building these playgrounds, thus providing them with a way to contribute to this initiative. Once they became donors for the initiative, they would also get to see their name and their child's name on the wall of donors which will be erected at the playground.
After the interaction, the consumers were photographed with their P&G purchase and they were asked to fill in their name and their child's name on the brick card that would go onto the donor wall. They were also asked to like the ‘Thank You Mom' page on Facebook and update their status to "I helped P&G build more playgrounds", tagging the ‘Thank You Mom' page. When leaving the store, they were given a thank you card, thanking them for supporting the initiative. 1,210 people were engaged through this activity across the three cities.
Speaking about the activity, Shyam Gursahani, Manager - Client Servicing, Encompass said: "Consumer participation is the main challenge faced with all in-store activations. However, with an initiative such as Thank You Mom, getting consumers to participate was simplified with the strong emotions generated with the communication. Here, we got consumers to help P&G build more playgrounds across the country - lack of proper playgrounds being an inherent problem with our nation - by purchasing P&G products. We also got consumers to virally amplify the message by spreading the message through their personal Facebook account at the activity itself."
Encompass executed the in-store activity which engaged 1,210 consumers across Jalandhar, Ludhiana and Patiala.