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, the ubiquitous boy racer, hooked. So, Racemo became Cemora, a witty, spunky girl on an epic road trip across Europe. Along her travels, 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 kicked off with a seemingly mysterious Instagram video, announcing her embarking on a road trip. And over the next three weeks, she would have an entire community hooked, following her every step from the palm of their hands. Everywhere she went, Cemora had something unique to share. Be it her wittily captioned photographs, videos of her escapades or quirky postcards sent to her fans. Soon enough, Cemora had everyone glued to their phones just waiting for her next post. And in under a month, she had become the toast of the Instagram world. 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.

To build an audience for the reveal, we took Cemora on a road trip across Europe. And this trip came to life at a place everyone was at these days, the mobile phone. Instagram, to be precise. A mobile platform that was home to foodies, fashionistas and travelers alike. More importantly, a platform that’s dominated by amazing photos. So, leveraging this very nature of the platform, Cemora took the Insta community by storm with her stunning photos, witty captions, and videos of her escapades. Over a span of 3 weeks, Cemora would travel across Europe interacting with all her fans in her own unique style and become an Instagram sensation.