The Brief

With the current marketplace flooded with numerous competitive small commercial vehicles, how do we retain our existing Mahindra customers by creating an excitement about the new Mahindra Bolero Pik-up and drive up-sell within the Mahindra customer base in the most cost-effective and engaging manner? Strategy •Post 4 years of small commercial vehicle usage, customers are on the lookout for an upgrade •This was the best opportunity to tap into our own internal database of existing Mahindra small commercial vehicle customers and move them up to a more advanced version of the Mahindra Bolero Pik-Up Target audience: All existing small commercial vehicle owners that completed 4 years of usage

Creative Execution

We know that the Bolero Pik-up user is from rural India with a very simple and earthy life. Most modern digital marketing cannot be delivered to him because of lack of access to technology. The mobile phone is the only tool that has penetrated the rural heartlands of India. We decided to focus on the phone, and innovate from there. Over the years, Mahindra had used the mobile phone to proactively engage and activate buyers and users of its vehicles. From dedicated Relationship Managers to one-to-one campaigns, click2call and click2connect activities, the company have built technology at scale to deliver mobile campaigns. We decided to take advantage of this infrastructure and based our campaign around it.

Describe the creative solution to the brief/objective.

'Communicate the new product benefits in a manner where the customer feels that the brand is speaking to him in an engaging tone of voice'. Our radio-jingle styled interactive voice response cashed on the colloquial tone of speaking which is prevalent in the up-country. Most IVR campaigns are usually created with a voice artist who generally communicates directly the new features of the product and hence if the consumer is not engaged in the first 10 second of the IVR, he disconnects the call thus leading to an unsuccessful IVR campaign. In this IVR Campaign we intentionally took a different and out of the box route to engage the customer and ultimately elicited a test-drive.

Results

Our hypothesis was that since these are customers who had already experienced the brand, they would convert at a lower cost per acquisition as opposed to a new prospect. Beside this, something that creates an excitement always tends to remain top of mind and keeps the customers engaged. From a base of 2,26,631 customers, 63% heard the entire IVR out. 1609 enquiries were generated, leading to a 20% retail conversion.