The pandemic had hit the industry hard. At JCB, it was no different. Everything was at a scary standstill. No sales, minimum to zero enquiries at the dealers. It was getting desperate. And the situation was threatening to go worse. New line-up products like 3DX Eco-expert, new age Excavators were all lying idle.
A complete lock down in the entire country. No physical proximity was allowed to meet up with prospective buyers. So conventional selling techniques had to be absolutely ruled out.
To re-create buzz and inject fresh energy in the Earthmoving Vehicles/Machines market internally and externally.
Generate awareness, interest, participation and leads.
To launch new lined-up products within the prevailing social gathering restrictions.
To achieve big targets, set new benchmarks, and create new records in the digital activation category.
The biggest hurdle was pandemic, where we had to plan a pan India launch of new products, engage TGs, integrating, CRM and Data, all virtually!
Each of the JCB Dealers across 23 States needed to launch these new machines with fanfare to attract potential buyers, that too at a time when public gathering was mandated to be banned indefinitely.
Thus, we came alive with the idea of JCB Virtual Launch activation, harnessing the power of the Internet and technology with a massive pan India scale of 53+ e-launches, 46 Dealers, 23 states, multiple languages all in one place over the Internet in an interactive product launch.
That’s how we ignited the marketing fire with new-age tools that revived JCB machines into action.