#FlyingPasses – Maruti Suzuki Auto Expo
Maruti Suzuki Auto Expo
At Auto Expo 2018, Maruti Suzuki made powerful statements of intent, with concepts for cleaner technology and future compact vehicle design. Built around the theme of Transformotion, the Maruti Suzuki pavilion was spread over 4200 sq mt. It had the largest vehicle display with a spectacle of over 18 vehicle models on-display in ARENA, NEXA and Motorsports zones.
- STRATEGY AND PLANNING
- WEBSITE DESIGN
- MEDIA PLANNING
- WEBSITE PLAN
- AMPLIFICATION PLAN
The objective was to drive Experience, Participation and Amplification amongst Pan-India Audience
With Auto Expo being a Delhi specific event and Maruti, a leader in the automotive category, it was important for us to drive participation and experience across nation with leading innovations and stories. Hence, the challenge was very clear – merge the lines between offline and online world.
In an age, where consumers don’t like to be disturbed by ads and avoid any marketing communication, the challenge was to create high engagement and buzz for Maruti Suzuki show at Auto Expo online. Maruti wanted to attract young auto enthusiasts who lives and breathe digital.
- Drive Awareness
- Digital Participation
- AI based and Web GL Technology
- Category 1st Digital Ideas
We created a mobile-only game for the gaming addict audience called ‘Flying Planes’ where hundreds of virtual passes were flying for Auto Enthusiasts. The user had to catch a flying pass and submit their message to Maruti Suzuki that, ‘Why they wanted to attend Auto Expo?’
The app lets the user virtually catch a pass to Auto Expo, giving them a sense of connectivity.
A combination of WebSockets, WebGL, and WebWorkers, helped developers render and place the plane in a wireframe world. Firebase Cloud Messaging, background services, and native Nougat inline replies allow for more communication between users, helping them feel a bit more in touch with their 21st century pen (or rather, passes) pals. It’s a simple concept, but one that certainly pays homage to an oft-neglected aspect of the human psyche – connection.
Our rigorous campaign centric to the idea of paying a homage to the Pen-Pal tradition augured great results for us. Within a fortnight we received more than 12 Mn digital footprint and more than 12K Flying Pass entries. These results are a culmination of New Age Cutting-Edge Technology and Digital Participation coming to fruition.
- WEB SESSIONS
- CONTEST ENTRIES
- Date:May 14, 2017
- Tags:photography, agency, creative
- Project Type:Multipurpose Template