MAHINDRA & MAHINDRA

Brief

To reach the target audience and focus more on the crucial post test-drive discussion, as the same plays an important role in the buying decision of the consumer. The goal was to tap the car owners, owners of SUV's of other brands, Intenders of SUVs.

Objective

• To design a campaign to build brand awareness for KUV100, TUV300 & Nuvosport, Scorpio & XUV as the existing power brands.
• Focus to give the target audience an experience of the product through test drives thus generating maximum product enquiries & lead generation.

Solution/Execution

Understanding that four wheeler purchases is not an impulsive decision we designed a movable showroom which touched almost 78 towns and reached to 5820 audience. Eicher canter was converted into an AC lounge with all the showroom amenities like LCD, couches, snacks and beverages to give the visitors the comfort and time for long discussion. Visitors were also gratified by clicking their pictures with their chosen test-driven car. The picture was placed inside a branded photo jacket for future brand recall and handed over to them.

RESULTS

The campaign had major positive effect as the movable showroom touched 78 towns in Orissa and reached to 5820 audience in 3 months. Total enquiries generated were 2966, test drives given 2488. On spot conversions (spot bookings) were 13 throughout the campaign.