The Brief

Mahindra was launching a new car in the market the Quanto, a compact new SUV and wanted to create buzz. The activity was aimed at building awareness and engaging them. The Mahindra Quanto is the first-ever compact SUV from M&M Auto, launched in Sept 2012. It is also the only compact-SUV on Indian roads. The product is targeted at the young, adventurous, energetic urban consumer. Launching in a highly competitive market, the Mahindra Quanto’s tagline was Live the Weekend Life. The brand proposition was that the Quanto was versatile enough to create enjoyable ‘weekend’ moments every single day.

Creative Execution

A Quanto was shown on a screen and to ‘unlock’ it; visitors were asked if they had a car key. Visitors had to press the unlock button on their car keys while pointing it at the screen. Hidden behind the screen was a radio frequency receiver – that read multiple radio frequencies, and translated them into a command. This command would then play out various videos. Lucky visitors would activate a surprise video – a gift box would tumble out of the Quanto – this meant the visitor had won a Weekend getaway like spa and shopping vouchers.

Describe the creative solution to the brief/objective.

The Unlock your Weekend activity was taken across malls in Mumbai, Hyderabad & Bangalore. Through the use of social media and on-ground promotion, the Unlock Your Weekend experience was highlighted on digital. The event was covered with video footage and photos capturing several delighted fans’ reactions. To leverage the proposition ‘Live the Weekend Life’, we created a digital activation across malls in 3 cities. The digital activation was called Unlock Your Weekend Experience. The activity allowed people to use their own car keys (no matter which brand of car they drove) to Unlock an Experience on a video screen.

Results

The activity itself was so popular that it was re-purposed not only across three cities, but at all the prominent car and bike shows drawing attention to the new compact SUV.