The Campaign

Men revere their cars, so much so, that they refer to them in the feminine. Leveraging this very insight we gave Racemo a personality, one that would immediately have our TG hooked. So, Racemo became Cemora, a witty, spunky girl on an epic road trip across Europe. During the course of her travel, Cemora would enthrall audiences with her wittily captioned photos, stunning videos of her escapades and even some good old post cards, becoming the toast of Instagram in just 3 weeks.

Creative Execution

Cemora’s journey would kick off with a seemingly mysterious Instagram video, announcing her embarking on a road trip. Over the next three weeks, she would travel across Europe, interacting with her fans as well as celebrities. With every city she traveled to, came a barrage of wittily captioned photos, and videos of her unique encounters. Every now and then, she even sent her followers some good old fashioned postcards, but, with a Cemora twist. Over 200 posts and 400 real-time interactions later, the air of mystery around this girl grew, so much so, that she had even the media guessing. And finally, as the day of the reveal came closer, Cemora made a reveal of her own, coming clean as Racemo, India’s first fully connected sports coupe.

The objective of the campaign was to drive conversation around Racemo, but also, build an audience to watch the reveal. In just 3 weeks, without spending any media money, Cemora gained a loyal following of over 12.5k people, engagement of over 1.7 million and a reach of over 12.1 million. And most importantly, she got over 2.2 million fans to tune in for the reveal and watch Cemora come to life as Racemo, India’s first fully connected sports coupe.

The Strategy: To reach out to our TG, the ubiquitous boy racer, the car was personified in a way that was immediately relatable. Like a girl on a solo road trip, doing things not usually expected of most Indian girls. A girl who audiences would never see, only hear. And because she was on a journey, Instagram was chosen to be the place where this road trip would come to life. A platform that was home to foodies, fashionistas and travelers alike. Over a span of 3 weeks, Cemora would travel across Europe interacting with all her fans in her own unique style.