The best Car Launch on Digital Media – Ignis

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The best Car Launch on Digital Media – 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
  • STRATEGY AND PLANNING
  • CONTENT CREATION
  • MEDIA PLANNING AND BUYING
DELIVERABLES
  • DIGITAL CONTENT
  • RIGHT ASSOCIATIONS

Objective

Maruti Suzuki wanted the launch to be novel and matched with the taste of the millennial, brand’s primary TG. For a tangible product that is usually judged on the basis of experience and looks, the challenge was to launch the car through ‘Digital First Marketing Strategy’.

CHALLENGES
  • Drive Awareness
  • Drive Interest
OUR STRATEGY
  • High Buzz Media Plan
  • Digital Content

Solution

To influence TG in the favor of the brand by giving them an unforgettable experience. We tied with Axwell to create a music video inviting users to register them for the first ever consumer launch of the car with Axwell. We used all social and video platforms to reach out to users.A digital campaign on a real ground event has to be experiential, so Grapes with Twitter created the first ever IOT – “TWITTER-FETTI MACHINE”. A Twitter API was built to trigger real confetti blast at every 1000X tweet. And finally the culmination with YTFF Sponsorship where we partnered with Kurt Hugo Scheneider, Sam Tsui and Shirley to create content.

ACTIVITIES
  • DIGITAL LAUNCH, DIGITAL CONTENT AND YTFF SPONSORSHIPS
INDUSTRY FIRST
  • VR (VIRTUAL REALITY)
  • IOT (INTERNET OF THINGS)

Results

Featured in Twitter Global case study as “Best way to launch a car”

Twitter with all the above activities in the span of 3 months from its launch was considered to be one of the best car launches on digital. Various activities on digital individually was recognized as the best campaigns on social media and resulted in 18% lift in TOM. The campaign was also covered in the Twitter Index of Brand Equity as well: http://bit.ly/2qOH4K2

106 MN
  • IMPRESSIONS
27000 TWEETS
49 MN
  • REACH

Infor

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

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