ALTO 800- YOUR FIRST CAR ON THE MAP

TitleALTO 800- YOUR FIRST CAR ON THE MAP
ClientMARUTI SUZUKI INDIA LIMITED
Product / ServiceALTO - 800
CategoryC02. Rich Media
EntrantISOBAR Gurgaon, INDIA
Idea Creation ISOBAR Gurgaon, INDIA
Media Placement ISOBAR Gurgaon, INDIA
Production ISOBAR Gurgaon, INDIA

The Campaign

The Indian middle class manage their expenses on a day-to-day basis. Since they work in the public sector, it is difficult for them to have lump sum amount to spend any time of the year. But there was one dream they still had— to own a car. Due to high down-payments and hefty EMIs, it remained unfulfilled. They waited for their promotions/increments to make high-investment purchases, but their first car still remained out of reach. Hence we, at Maruti Suzuki began looking for opportunities to pitch the idea of owning their first car and realizing their dream. The 7th Pay Commission presented itself as a golden opportunity. We determined that along with the arrears and the revised pay package, the middle-class consumer will have a lot of cash at his disposal. Hence, we decided to pitch the idea of a car by comparing its monthly EMI with daily commute expenses.

Creative Execution

An in-depth data-driven research by our team had revealed that our TG (the middle-class Indian) used Google Maps to check ETA and commute options every day. Using this behavioral insight of our TG we made our campaign 100% mobile-centric, utilizing the user journey on the Google Map application. We displayed banners on Google Maps that compared the user’s daily commute expenses to the unbelievably affordable EMI of Alto 800. The banner when clicked, let the user choose or customize an EMI plan for himself. And from there, they could book their Alto 800 as well. The whole user-journey was well thought through. It rationalized owning a car as a viable option as compared to the hassling daily commute and spending a fortune over time.

Credits

Name Company Position
Vibhor Yadav, Anadi Shah, Ashish Kumar Isobar - India Creative Director