Percept Activ executes ‘Fresh on Campus’ campaign
‘Fresh on Campus’ is an event-based activation across Mumbai and Delhi, organised by Hindustan Times and sponsored by Veet
Percept Activ has executed an innovative on-ground and social activation campaign, ‘Fresh on Campus’, an event organised by Hindustan Times and sponsored by Veet, the brand from Reckitt Benckiser India. The campaign, which kick-started in August 2012, covers cities like Mumbai and Delhi.
The focus of Percept Activ is largely on brand communication activities, encompassing both promotional activation and event based activation across colleges in Delhi and Mumbai.
The key responsibility of Percept Activ is to manage and execute the Sampling and Engagement Zones at freshers’ party held at various colleges. The Sampling Zone is an extending hand, wherein Veet promoters explain the product features and provide giveaway samples to college girls.
Tab Girl is another concept introduced by Percept Activ at the Engagement Zone. The Tab Girl communicates and educates the audience around the Zone with the use of the tablet PC about the ongoing activities around the zone which include Demo & Sampling - demonstrates the application of easy to use wax strips, Nail art zones - where nail artists showcase their talent and the Photo Zone - Here the promoters encourages the college girls who have gone through the initial engagement activities to pose with a cut out of Veet Brand Ambassador Katrina Kaif.
Percept Activ connects these on ground activities on a social platform of Veet India which allow the girls to visit the Veet India Facebook page and tag themselves, and they also stand a chance to be included in the Veet Diva Contest.
Speaking on the project, Sanjay Shukla, COO, Percept Activ, said, “Brands today are increasingly attempting to gain access to college students in an organized manner. The key here is to integrate BTL with a well supported digital campaign. BTL creates experiential content and digitization amplifies it creating aspirational value. ‘The Fresh on Campus’ Campaign is a good example of this format.”
This will help position brand Veet as a beauty brand among college girls, by allowing them to experience the expertise of the product through digital, on-ground activation and a post-event experience – testimony generation.
