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 quirkily 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 every step of the way. With every city she traveled to, came a barrage of wittily captioned photos, and videos of her unique encounters. Every time her fans spoke to her, she had a sassy response just waiting. These seemingly real-time interactions made Cemora seem like a real girl, so much so, that she gained followers of every kind - suitors, stalkers, celebrities and even potential employers. Over 200 posts and 400 real-time interactions later, the air of mystery around this girl grew so much 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

The objective of the campaign was to drive conversation around Racemo, but also, build an audience to watch the reveal. In just 3 weeks and over 400 real-time interactions later, Cemora gained a loyal following of over 12.5k people, engagement of over 1.7 million and a reach of over 12.1 million, without spending any media money at all. 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.

Racemo was brought to life as Cemora, a sassy girl on a road trip, Instagramming every minute of it. But to make a figment of our imagination truly come alive, she had to have a personality... a voice... and most importantly she had to be interacting like a living, breathing girl. So, true to her personality, she acted as any girl on a road trip would- posting videos and photos of her epic travels. Not just regular pictures, ones that would immediately catch people’s attention. And they did. Every day she interacted with over 20 fans, and every time they spoke to her, she responded real time, in her own witty way.