Scross Crossover Masthead
S-CROSS was first model to be retailed exclusively through NEXA, the new automotive experience. There is a segment of customers in India who want power and performance in their vehicle, but also the comfort and refinement of a sedan. Scross was launched in that spirit, knowing to be India’s first crossover.
- CREATIVE PLANNING
- GOOGLE MAP ENABLED CREATIVE
- MEDIA BUYING
The objective was to establish the concept of Crossover.
The challenge was being a Crossover and not an SUV it was important for Nexa to establish the concept well. Today audience understands black or white but is very unfamiliar with the SUV-Sedan hybrid. So it was important for us to establish the ability of the car to take the rough with the smooth.
The objective was to establish the crossover life and explain the concept well – Think you have a crossover life spirit in you? How do you turn your weekday into a crossover experience? If these two questions have got you excited, you are at the right place. Because we are going to tell you how Maruti Suzuki S-Cross has been designed to bring that much required thrill in your life.
- Concept Establishment
- Tech Enabled Interface
To convey the crossover concept, we created a Google Map-enabled masthead, first time in India, where a user could explore the nearest crossover destinations to his location and got directions too. Though it sounds simple, the process involved a lot of backend work because we had to identify over 100 crossover destinations (longitude and latitude), that were uploaded on the Google Maps.
The masthead creative was triggered the moment one logged onto YouTube, and asked users to grant permission to know their current locations. As soon as one granted permission to access his location, we told him his location via an S-Cross and informed him about the crossover destinations near him that he could explore. Post him picking his crossover destination, we showed him the directions to the place, and then the complete TVC.
- GOOGLE MAPS
6 Award winner in Display category by IAMAI, Fox Glove, Digixxx and Times Network Marketing & Excellence.
From the time the banner went live on YouTube, it caught the attention of YouTubers across the country and received a thunderous response online with 70 Mn Impressions and 18.5 Mn unique reach.
Not only the above Vikas Agnihotri, director, Google, said that, There were areas around pretty much most of the targeted cities and towns that could be a driving getaway at a motorable distance. I manage travel as a vertical and we saw a rising trend among many young travellers to drive out on long weekends. The integration between maps and ad formats reflected what the client needed and the trends we were seeing in consumer behaviour.
- OF INTERACTION
- IN SUBSCRIBER BASE
- TRAFFIC THAN NORMAL
- Date:May 14, 2017
- Tags:photography, agency, creative
- Project Type:Multipurpose Template