| Title | SSANGYONG REXTON BY MAHINDRA - HARNESSING THE POWER OF MICRO-SEGMENTATION |
| Brand | MAHINDRA & MAHINDRA-AUTOMOTIVE DIVISION |
| Product / Service | AUTOMOBILE |
| Category | A04. Use of Digital in a Direct Campaign |
| Entrant | MAHINDRA & MAHINDRA Mumbai, INDIA |
| Entrant Company | MAHINDRA & MAHINDRA Mumbai, INDIA |
| Advertising Agency | HANSA CEQUITY Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Madhav Nene | Mahindra/Mahindra Automotive Division | Gm Marketing Services |
| Anand Bundellu | Mahindra/Mahindra Automotive Division | Crm Manager |
| Sooraj Keswani | Hansa Cequity | Assistant Vice President |
| Anurag Jain | Hansa Cequity | Strategic Account Director |
| Jovinson Duarte | Hansa Cequity | Key Account Manager |
SsangYong Rexton by Mahindra operates in a very challenging space i.e. the HSUV category whose price bracket is high and many competing HSUV brands are in a continuous battle to win a share of wallet of the customer. The key challenge was to increase the number of enquiries for SsangYong Rexton by Mahindra to aggressively drive sales. Strategy The team decided to look inward, into its own database of prospects and vehicle-aged customers to address this challenge. The prospects had brand Mahindra/Rexton in their consideration set in the near past and customers had already experienced the brand through existing ownership of a vehicle. It made logical sense to re-target them with minimal marketing effort.
“Communicate SsangYong Rexton by Mahindra to a finely targeted audience of prospects through a multi-channel, multi-wave campaign to reactivate old and generate new enquiries that would lead to sales” For instance, those who had taken a test drive of the SsangYong Rexton and not made a purchase received a very different series of communication than ones who had gone further in the enquiry process. Custom offers like 100% finance options, 50% Insurance off and other such tangible benefits were made.
The strategy was to take advantage of the knowledge we had about prospects and customers. Micro segments of this base were made and one-on-one communication elements were created to speak directly and intelligently to the target groups. By targeting relevant cuts from its historic database of otherwise forgotten enquiries, we reached out to prospects who would be most likely be interested in the SsangYong Rexton. Enablers that would garner interest of those who read the e-mailer further strengthened this communication. Defining the data cuts was the most strategic part of the activity.
•The campaign contributed to the 38% of the total enquiries in the month, every month that a wave went out •42% of all those who enquired about SsangYong Rexton as part of this campaign took a test drive – extremely high by industry standards •The micro-targeting strategy got us a conversion rate of 8% through the multi-wave campaigns which was even higher than the SsangYong Rexton average of 5%