MAHINDRA XUV500 MEMORABLE STORIES SHORT FILM FESTIVAL

TitleMAHINDRA XUV500 MEMORABLE STORIES SHORT FILM FESTIVAL
ClientMAHINDRA 4 WHEELERS
Product / ServiceMAHINDRA XUV500
CategoryA04. Best Use or Integration of User-Generated Content
EntrantHUNGAMA DIGITAL SERVICES Mumbai, INDIA
Entrant Company HUNGAMA DIGITAL SERVICES Mumbai, INDIA
Contributing Company HUNGAMA DIGITAL SERVICES Mumbai, INDIA

The Campaign

The campaign had to be replete with XUV500’s proposition May Your Life Be Full of Stories. Long journeys with the XUV500 give way to incredible experiences and stories. Mahindra wanted to leverage this aspect and work out an idea around it. There was already a lot of excitement around the first global SUV – Mahindra XUV500 and this campaign would help us leverage the overall brand appeal. The XUV500 Memorable Stories campaign tapped into India's talent pool of short-filmmakers.

Results

30 teams of filmmakers across India were given the XUV500 for 6 days each. Each team was required to make a film (of duration between 3-5 minutes). These films were then uploaded on to the XUV500 YT channel for public viewing. At the same time, the brand was promoting the contest organically on its social media platforms. At the end of 2 months, a jury selected and awarded the Best Film, Best Director, Best Actor, Best Story, Audience Award etc etc.

Create digital content around the brand tagline of 'May Your Life be Full of Stories.' Tap into a talent pool of national filmmakers and get them to create experiential content around the XUV500. Our strategy was to bring to life an idea that would let customers relate with the brand tagline as well as generate video content for the brand. There was already a lot of excitement around the first global SUV – Mahindra XUV500 and this campaign would help us leverage the overall brand appeal. The XUV500 Memorable Stories campaign tapped into India's talent pool of short-filmmakers.

Campaign Result Microsite: Unique visits - 4,245 Average time spent: 00:00:07 Bounce rate: 1.12% YouTube: Total Video Views: 1,09,058

Credits

Name Company Position
Team Hds Hungama Digital Services