| Title | AUGMENTED REALITY CAMPAIGN |
| Brand | MAHINDRA & MAHINDRA |
| Product / Service | XUV500 |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Entrant Company: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| DM/Advertising Agency: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Carlton D'silva | Hungama Digital Services Pvt. Ltd. | Chief Creative Officer |
| Kamal Amesur | Hungama Digital Services Pvt. Ltd. | Creative Director |
After the unprecedented success of the launch campaign for the XUV500, the next big milestone of the brand was the New Delhi Auto Expo in January 2012. Mahindra &Mahindra Auto sold out their entire inventory of the XUV500 in the first three weeks of the launch. The New Delhi Auto Expo was slotted just before the launch of the second batch of the SUVs, therefore making it the ideal industry event to garner eyeballs from consumers and the media alike. Our brief was to create buzz and consumer interaction at the Mahindra stall at the Expo.
The features of the Cheetah inspired SUV were established in an interactive and memorable way for consumers. Besides the AR campaign, the team has created a website and WAP site for Mahindra which allows users to feel like they are at the Auto Expo. The homepage shows layout of the Mahindra stall as it is on ground. The website also has links to Social Media destinations of various brands, shares functionality & an inquiry form. Besides this, ipad applications, digital brochures, cut out applications were also created for the product at the Expo for directly engaging the audience.
The solution was a continuation of the launch campaign to increase the momentum of social conversation. There was already a lot of excitement around the Auto Expo and the idea was to bring to life a clutter breaking concept for the XUV500. The XUV500 is inspired by the life form of a Cheetah and hence the team decided to bring the Cheetah to life.This was the first time an AR campaign was created that integrated outdoor media with the AR software, animation and directly reached out to the audience as they ‘virtually’ interacted with the wild animal.
The Mahindra XUV500 AR campaign was the talk of not only the town but the entire auto and digital industry. On Day 1 and 2 of the exhibition (special days for the journalists) the audience was floored and took to both traditional and social media to talk about the campaign. On the second day of the Auto Expo, Anand Mahindra- Chairman of the Mahindra Group visited the stall. We sent out a picture and video of Mr. Mahindra interacting with the Cheetah, which he tweeted via his personal account.