Create a clutter breaking, layered consumer activation campaign for the New Alto K10 - driving product awareness, experience and leads.Concept
The consumer activation was delivered in 3 waves- each with its specific objectives and metrics.
The first wave aimed to generate online conversations for which we leveraged a creative property - the new ALTO K10 – Breathless Chase Mix - a new age re-interpretation of the iconic ‘Breathless’ song, originally sung by Shankar Mahadevan that captured the spirit of the youth and the ‘chase’ aspect wonderfully. We produced the new version with Siddharth Mahadevan, Shankar’s prodigal son. It was launched on YouTube, Saavn.com, Gaana.com - making it the first launch event by Maruti Suzuki to get amplified to consumers online.
The second wave was a a clutter breaking, offline-online integrated and genuinely exciting Test Drive Campaign at select Corporate complexes in 17 cities across India , where we took the New Alto K10 to the consumer and captured his ‘Chase Life’ moments in real time using a Drone Camera, with an innovative ‘Chase Cam’ Selfie opportunity using a Drone. Participants shared them on Facebook and Twitter in real time and drove leads, social amplification.
The Third Wave was a mega Alto K10 spectacle at the ISL Finals, amplified to millions via Live TV, with a signature car display and a 150 strong Alto k10 Chase Life ‘Orange Army’ outfitted in orange brand colors , 150 instruments & a whole lot of enthusiasm, supported with innovative, Large format branding in stadium.Results