#StreetArt for the #ArtOfStreet – Ignis

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#StreetArt for the #ArtOfStreet – Ignis

IGNIS

Designed for the burgeoning millennial generation, IGNIS is truly unique and unconventional. Every part of Ignis, from the captivating front to distinct proportions, to its cockpit styled interiors, has been designed to be different. This difference is supposed to be the foundation of the entire communication.

OUR ROLE
  • SCRIPTING
  • TECHNOLOGY MAPPING – GOOGLE TILT BRUSH
  • VIDEO PRODUCTION
DELIVERABLES
  • BRANDED CONTENT
  • MEDIA PLAN

Objective

The Objective was to create a campaign which helps in increasing ‘Brand Consideration and Affinity’

The first research report we received after launch had DESIGN as one of the key parameters on which the car was being bought or preferred. So we thought of building the next campaign on design as the parameter. There are a few key ingredients for any successful campaign-Great Story, Innovative Technology, Brilliant Creative Execution and Right Media Plan

CHALLENGES
  • Drive Affinity
  • Digital First
  • High on Tech
OUR STRATEGY
  • Use Digital Celebs
  • Digital Video
  • VR, Tilt Brush

Solution

To do this we used tilt brush an award winning room-scale VR Masterpiece from Google to recite the story called ‘#StreetArt for the #ArtOfStreet’. A 3-Dimensional street art created around Ignis with the help of Google Tilt Brush. In keeping with the overall marketing campaign, VR offered the opportunity to let consumers experience the design inspiration of the car.

TECHNOLOGY
  • VR (VIRTUAL REALITY)
  • TILT BRUSH
  • 3D PAINTING
INFLUENCER
  • SAVIO D’SILVA INDIA’S BEST SCULPTOR, ILLUSTRATOR AND TATTOOER

Results

Gold in best video in Gadgets and Auto by Vdonxt Awards

Our key standard of success was not based on a metric we could simply pay for, like views, but would be found in the difficulty of the depth of earned engagement achieved. Our View Through rate her was 3 times higher than our TVC and Share metric 113% times higher than other content pieces.

19 MN VIDEO
  • VIEWS
0.2 MN ENGAGEMENTS
  • ON SOCIAL MEDIA
196% LIFT IN
  • CONSIDERATION

Infor

  • Client:Bearsthemes
  • Date:May 14, 2017
  • Tags:photography, agency, creative
  • Project Type:Multipurpose Template

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