We created the Fire Scooter. Existing delivery scooters were modified to create an illusion of fire right below the carry box. When these Fire Scooters, carrying a “delivered hot” message showed up on busy roads and around restaurants frequented by chicken lovers, they caught people’s attention and thus lead to proactive enquires being made about the service. ROC menu cards were also handed over with the order helpline number and a discount coupon.

We managed to address the key problem, i.e. the apprehension of people regarding home delivered food, because of which ROC’s sales were suffering. More importantly, we achieved this using the delivery vehicle which is the face of the brand for the consumer Also, the nature of our device allowed us to be flexible and take the idea to strategic locations. Such as near restaurants frequented by chicken lovers. So the next time they want to have chicken, ROC would be at the top of their mind.

The order helpline registered a record number of phone calls during the period this activity was carried out. There was a 45% increase in the number of orders placed. Impressively, 57% of these were new customer acquisitions. 47% of the coupons that were distributed got redeemed. What’s more, this unique activity helped ROC in getting press coverage worth millions of rupees which would otherwise have been impossible. The impact the campaign had is strengthened further when one puts into perspective the return on investment, i.e. the money spent in its execution was miniscule compared to the phenomenal returns..