Anonymous Company
|
Next Challenge: How Do You "Sneal?" — Designing the Future of Intentional Eating |
The alcoholic beverage industry in India is unique in that it is a dark market, so Alco-Bev brands are not permitted to directly advertise to consumers. Additionally, post-pandemic, Indian consumers have widely adopted a digital way of life, so promotional dollars have subsequently shifted to a more technology-oriented approach.
With the direct advertising restrictions in mind, we are looking for a 360-degree promotional activation to reach our consumers in the Indian market. A 360-approach should be a full-circle, interactive and engaging journey to increase brand loyalty and provide a rich customer experience.
Examples of components might be a gamification piece, augmented reality, a unique rewards program, chatbot, AI, on-premise flyers and posters, a QR code on the bottle or package that leads to a social media page, etc. that interact with each other to create a brand journey.
- Propose a 360-degree, cross-channel campaign that will promote engagement and brand loyalty among consumers for an Alco-Bev brand in India.
- Ideally, this would incorporate some sort of unique rewards system to compel customers to interact with our brand.
- Cross-channel could include social media, OTT and mobile networks, off-premise (in-person store purchases), packaging, etc.
- Specifically, how will consumers engage with your proposed idea?
- Imagine the customer journey from first becoming aware of a brand all the way through to a purchase, and thereafter.
- What are the steps or actions a customer might take to engage with the different pieces of your proposal?
- How will rewards accumulate and be redeemed? What might the rewards consist of?
- (Optional) If it will strengthen your submission, feel free to attach an artistic rendering (sketch, mockup, design, etc.) of your idea(s) and how a consumer might interact with it.
Things to keep in mind:
- Indian age restrictions on alcohol purchases are 21+ and 25+
- A rewards system should be chance-based and interactive.
- Technology choice should not ask consumers to download an exclusive app for a richer experience.
- Bear in mind that a trade / an off-premises outlet where users go and buy alcohol is not equipped with a modern tech stack including Wi-Fi. We invite solutions to be mobile-centric that the consumer holds. For promotions, posters/flyers placements are available.
-
Submissions will be graded on the following criteria:
- 1-10 Scale
will share $500
will share $200
will share $100
| $62.50 |
|
Devajith PR | |
| $62.50 |
|
AADHITHYA SUJITH Bangalore Institute of technology | |
| $62.50 |
|
Kgaugelo Mohlamonyane University of South Africa | |
| $62.50 |
|
MANKAH TACHE EDITH | |
| $62.50 |
|
R Petrova | |
| $62.50 |
|
Mantombi Mofokeng | |
| $62.50 |
|
AMAL VS APJ Abdul kalam Technological University | |
| $62.50 |
|
Jessie Jahns | |
| $15.40 |
|
Aakash Adhikari Presidency University | |
| $15.40 |
|
Pulak Dasgupta Sambalpur University | |
| $15.40 |
|
Justin Mathew Amity University | |
| $15.40 |
|
Celosia McLeod | |
| $15.40 |
|
rathinakumar muthukamatchi | |
| $15.40 |
|
Parker Nye Oral Roberts University | |
| $15.40 |
|
Chinmay Khaitan SPJIMR, Mumbai | |
| $15.40 |
|
Nithya Merin Jacob Manipal University | |
| $15.40 |
|
Avijit Majumder Manipal University | |
| $15.40 |
|
Srishti Gupta Indian Institute of Management - Indore | |
| $15.40 |
|
Daniel Gurung Delhi University | |
| $15.40 |
|
Andrews Kwesi Ankomahene University of Cape Coast | |
| $15.40 |
|
Ayush Kumar | |
| $5.00 |
|
Suraj Kashyap BFUHS | |
| $5.00 |
|
Prithvi Raj Bhupathi RMIT University | |
| $5.00 |
|
Niharika Sinha New York University | |
| $5.00 |
|
Rosynes Falcon | |
| $5.00 |
|
ERIKA FERNANDES Mumbai | |
| $5.00 |
|
Edilson Gomes de Lima Ibero American | |
| $5.00 |
|
ezeokeke emma California University of Pennsylvania | |
| $5.00 |
|
Lewis Kim University of California, Berkeley | |
| $5.00 |
|
George Kiprono Tonuy JKUAT | |
| $5.00 |
|
Abhishek Mishra Abdul Kalam Technical University, Lucknow | |
| $5.00 |
|
Maneesh Srivastava GAUTAM BUDDH TECHNICAL UNIVERSITY | |
| $5.00 |
|
Anandhy Kumar CUSAT | |
| $5.00 |
|
Patience Kabura San Jose State University | |
| $5.00 |
|
Navina Dhanasekaran ANNA UNIVERSITY | |
| $5.00 |
|
Binita Desai VNSGU | |
| $5.00 |
|
Lauren Wambugu | |
| $5.00 |
|
Avi P. university of allahabad | |
| $5.00 |
|
Meera Stephen | |
| $5.00 |
|
Gerald Okafor University of Manchester | |
| $5.00 |
|
Tamika Hamlet Northern Ontario School of Medicine |