| Title | FEEL THE DREAM |
| Brand | ASSOCIATED MOTORWAYS (PVT) LTD |
| Product / Service | SUZUKI ALTO |
| Category | A07. Best Use of Digital Media |
| Entrant | GROUP M Colombo, SRI LANKA |
| Advertising Agency | TRUMPS SOLUTIONS Colombo, SRI LANKA |
| Media Agency | GROUP M Colombo, SRI LANKA |
| Entrant Company | GROUP M Colombo, SRI LANKA |
| Name | Company | Position |
|---|---|---|
| Duminda Jayasena | Code Art Love | Managing Director |
| Nadeekaa Kumarihami | Trumps Solutions | Managing Director |
| Shiraz Packeeran | Groupm | Finance/Operation Executive |
| Mohamed Irshad | Mindshare | Media Executive |
| Chinthaka Nuwan | Groupm | Executive - Digital |
| Tharanga Rathnasekara | Groupm | Executive - Digital |
| Safwaan Husain | Groupm | Manager - Digital |
| Yasith Piyasinghe | Mindshare | Manager/The Exchange |
| Nilakshi Ariyaratne | Mindshare | Director - Client Leadership |
| Nigel Balakrishnan | Mindshare | Leader - Mindshare Sri Lanka |
| Sabry Haniz | Groupm | Chief Operating Officer - Sri Lanka |
| Rohith Hettiaratchi | Groupm | Managing Partner – Bangladesh/Pakistan And Sri Lanka |
| Iroshini Munasinghe | Associated Motorways ( Pvt ) Ltd | Deputy General Manager – Group Marketing/Communications |
More than 500 cars were sold within the first month where total monthly market size of 550 cars includes 77 brands collectively. Further there are pre -bookings of cars shipments up to October 2013. The campaign delivered 1,980 test drives over the month, where more than 300 were booked within the first two days. Exceeding client expectations led us winning digital campaigns other brands in the client portfolio as well as to planning on a digital only campaign as the follow-up of the Alto launch.
The creative idea was to make potential customers feel the dream of owning a brand new car and persuading them to make the purchase as the car itself was very affordable. Our media strategy was to own the online space of people researching for used cars, and persuading them to go for the brand new Alto! Almost all, classified website for trading vehicles were targeted with interactive display banners, where they could register for a test drive on the banner itself. Search traffic for used cars were directed to a micro-site where they could register for a test drive. All entries were automatically sent to the relevant call centers and the people who registered got a call from the closes dealer for the user within an hour. Facebook fans also could register through an tab on the page and they got a call from the closes dealer within an hour.
The Business objective of AMW was to compete and survive in the cluttered segment of economic cars. The marketing objective was to deliver a minimum of 300 test drives within the two day launch event and sell 100 cars over the first month. Our communications focused on driving awareness about the brand new Suzuki Alto 800 in order to achieve to our Marketing and Business objectives. The target audience were the 25–45 young, energetic corporate, eager to make a mark in their career and personal life. We identified that for our audience, buying a new car is a dream. Because, new cars are quite expensive in Sri Lanka and there was more interest online for buying used cars, rather than new cars. Therefore we asked the TG to fulfill their dream by first test driving the car, and then leading them to a conversion…Selling the Alto dream, online!