AdStrat | M&M XUV 500: Driving the brand

14 Nov,2011

Siddhartha Roy, COO, Consumer Business & Allied Services, Hungama Digital Media Entertainment Pvt. Ltd.

Name of the Campaign/Ad

Mahindra XUV500

The Brief

M&M Auto redefined its image and the SUV market in India with the launch of the Scorpio in 2002. Now the company was focused on launching another gamechanger – a global SUV, codenamed Project W201. Project W201 was announced roughly 3 years ago. Hungama was given the task of creating a teaser and product launch campaign that would stand out from everything that was ever done before – within the category and for the medium.

 

Any specific advisory from the client

This vehicle was a game changer for M&M Auto in terms of its image, consumer perception, and reach. It was a global launch, with a product created for a global market.

Client brief was to handle the campaign unlike anything Mahindra had ever done before, on digital. Also, given that this vehicle was going to be targeted at SEC A, we figured that about 80 percent of the TG would be online and active.

This was Mahindra’s biggest launch campaign, after the Scorpio.

 

Research insights

With the research we found that there was an unbelievable amount of speculation, gossip and rumours already in the digital space.  Our strategy included channelizing all the online chatter to one location, use social media to drive the frenzy, and finally, engage the consumer in revealing the car himself.

 

The thought process behind the creative

The campaign was divided into 4 activities

•     Reveal the Name of the W201

•     Guess the Price of the XUV500 contest

•     Unlock the XUV500 angles

•     Reveal the XUV500 for yourself

 

 

Considering the amount of curiosity there was about this product, we decided to tease the consumer to build the anticipation. At the same time, we would reveal a little more about the vehicle. A microsite showed a webcam feed of a covered XUV500.

 

Campaign Execution

Reveal the Name of the W201 was our first activity. Users were invited to mouse over an area on the website and uncover the real name of the W201. An audio file also told users how to pronounce the brand name. The activity was supported via banners and a social media campaign on FB and Twitter. Users could also take part in the activity on the FB fan page.

‘Guess the Price of the XUV500’ was a never-done-before activity. Consumers were shown an XUV500 under wraps, and asked to guess the price. They then had to share the activity with friends. The person whose guess came closest to the actual price would WIN THE XUV500. There were also 20 tickets to the F1 Grand Prix in India, up for grabs. An FB plug-in on the website homepage showcased buzz on social media, regarding this contest.

In order to give consumers a better idea of what to expect from the XUV500, we also created and launched a series of ‘sneak peek’ videos. We spoke to the people involved in creating the XUV – from the R&D Project Leader, to the Senior VP of Product Development at Mahindra and Mahindra. We spoke to crazy fans, bloggers and online experts.  The activity was constantly promoted through social media and banner spends.

For those who were dying to see the XUV500, we offered them another alternative. Fans could unlock different angles marked on the wrapped vehicle. As soon as a certain number of ‘likes’ was reached, the webcam feed changed to show a different angle of the XUV500.

When the vehicle was finally launched on-ground, we gave consumers another interactive experience, where they could pull off the wrapper on the XUV themselves and unveil the car.

 

Media vehicles chosen

Social Media – Facebook + Twitter, YouTube and Mahindra XUV500 website

 

Key issues kept in mind while executing the campaign

Short turnaround time

Overwhelming response

Bite sized info without revealing too much

Does the treatment do justice to the brief?

The campaign managed to create exceptional buzz for the car. All the qualities of the car were revealed in an interactive manner involving the target audience.

Market and client feedback and follow-ups

o          150,000 people revealing the name

o          Guess the name site

o          450,000 likes to reveal the first ever ‘under wraps’ 360 degree car view

o          115,000 entries in 10 days

o          Over 100,000 visitors a day (highest traffic to an auto site in India)

o          Unveil the XUV

o          40,000 unveils in one evening

o          35000+ test drive requests

o          Touching 900,000 unique visitors to the site

o          107,831 fans on facebook

o          700,000 destinations where XUV500 has been mentioned

 

Credits

Company: Mahindra & Mahindra

Brand: Mahindra XUV500

Digital Agency: Hungama Digital Media Entertainment Pvt. Ltd.

Chief Creative Officer: Carlton D’Silva

Creative Team: Team Hungama

Account Management Team: Team Hungama

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