Mahindra makes people ‘ask’

16 Apr,2013

By Ananya Saha

 

Mahindra Reva recently integrated outdoor medium with social media around the e2o launch and ‘Ask’ movement in a marketing strategy that clubbed the digital platform and out-of-home media.

 

A select list of questions was displayed at regular intervals at Mumbai’s Mahim causeway, which is a busy arterial road. With every question being asked, the mnemonic of a hand goes up in the air, signifying the ‘Ask’ movement. The same mnemonic was being used to represent questions on the digital platform, press, TV and outdoor media. This integration of Social and Outdoor Media exemplifies the way both these communication channels can be innovatively used for marketing.

 

The creative agency for this innovation is Strawberry Frog and the media agency is Percept OOH.

 

Devendra Shinde

Devendra Shinde, Head of Marketing & International Business, Mahindra Reva Electric Vehicles, stated the cause behind integrating the two mediums, “When one integrates digital media with other media, the effect gets amplified. Hence we have chosen to use more than one medium for this campaign.” Since the launch, the ‘Ask’ movement has gained momentum and Mahindra Reva has received more than 12,000 questions related to changes that people seek in their day-to-day life.

 

“Digital is integral to our everyday lives. It is current and absolutely relevant to everything we do. The ‘Ask’ campaign is linked to engagement and integration with the consumers. Digital is the only platform that allows for this. Therefore integrating the digital and outdoor medium, allowed us to capture consumer sentiment and display it for further participating and feedback. The cross pollination between platforms, gave the campaign twice the reach than would have been normally possible,” said Raj Kamble, MD, Strawberry Frog.

 

The brief to the agency was to amplify the campaign. The campaign was a ‘movement’ – created when people ask questions.

 

According to the brand and agency, the response to the campaign has hit several milestones on Facebook and YouTube. “There are several advantages of using this medium for the task at hand. Our TG is indeed the curious kind, we expect them to be early adopters of technology. Hence we feel that the digital space and medium are a good way to reach them. Also the engagement quotient of this medium is far higher than most regular media vehicles,” reasoned Mr Shinde.

 

According to Mr Kamble, the Ask campaign is linked to engagement and integration with the consumers. And integrating the digital and outdoor medium allowed them to capture consumer sentiment and display it for further participating and feedback. The cross-pollination between platforms, gave the campaign twice the reach than would have been normally possible. Since Mahindra is focussed on launching the e2o, electric car, a substantial chunk of brand investments has been done on this campaign. However, Mr Shinde did not divulge the figures.

 

Focusing on the challenges that this innovation posed, Mr Kamble said, “We were asking questions to India, because until you ask question you can’t bring positive change. This was the first time in India where real-time Twitter updates have been combined with the OOH format. The originality of the idea about integrating real-time data posed enormous technical and logistical difficulties. It involved coordination with the brand team, the digital team, the OOH team and the Strawberry Frog team to bring this idea to life.”

 

While there is a whole lot of work that has happened in the digital space for the Ask movement, Mr Shinde concluded, “You will soon see our TVC on air.” Till then, keep asking!

 

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