LIGHTING ASIA/ BANGLADESH – Consumer Education & Outreach Campaign

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THE CHELLENGE

The Lighting Asia-Bangladesh program, a joint initiative of IFC (member of World Bank Group) and GIZ (the German development agency), is a timely initiative to create and execute Consumer Education & Outreach Campaign, targeting off-grid rural areas in Bangladesh.
The program had a target of reaching 2.5 million people with clean, affordable lighting. By displacing fossil fuel lighting with clean solar lighting, the program targeted to avert emission of about 74,000 metric tons of carbon dioxide.

OUR SOLUTION

The key part of the Consumer Education and Outreach Campaign was to reach the consumers through BTL promotional activities including van promotions, road shows, with direct customer interaction, films and audio visuals, touch and feel programs in Fairs and Haats. Activities reached out to men, women, children and retailers. Key Communication: “Change Light, To Change Future”

ACHIVEMENT

More than 324,983 consumers were directly contacted during 3 phases (90 Days in total) of the activation campaign. To contact these consumers, 960 Courtyard Meetings, 720 Haat Storming Activities & 240 MFU Activities were organized in non-electrified & partially electrified rural areas of more than 20 districts.
Within mentioned 3 months off the campaign, access to modern lighting was provided to more than 6,000 households of off-grid areas.
From on field activation 679 on-spot sales & 4362 sales leads were generated. Awareness & Demonstration among users and purchase decision makers also tremendously boosted up gross sales from associated distributors, retailers & local partners during post activation period. 4,445 Shurjo-bati products of different models were sold by local distributors & partners during activation period which ensured 178% growth compared to same periods of preceding year.
More than 13,000 consumers contacted through Call Center and expressed their interest to purchase Shurjo Bati Products during and after campaign period.

AT A GLANCE

  • Area Coverage: Dhaka, Chittagong, Sylhet, Khulna & Rajshahi
  • Activation Modality: Total 10 teams (172 BPs) were deployed at Dhaka, Chittagong, Sylhet, Khulna & Rajshahi to arrange 200 events.
  • Client: International Finance Corporation (IFC), World Bank Group
  • Year: 2016 – 2017
  • Category: Activation

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