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 video, announcing her embarking on a road trip. Over the next three weeks, she would travel across Europe, interacting with a plethora of celebrities. From actors to sportsmen and even comics, Cemora was interacting with them all. In a time where influencers are used as mere mouth pieces, Cemora interacted with them for the people that they were. More so, she interacted with each celebrity differently, so as to immediately capture the attention of their fans. And she did. Leveraging the following of all the influencers, Cemora gained an audience just waiting to watch the reveal. Indulging in witty banter, sending postcards, Cemora was doing it all and gaining followers every step of the way. 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, interacting with a host of celebrities, without spending any media money, Cemora reached over 12.1 million people, gained a loyal following of over 12.5k, engagement of over 1.7 million and over 54.2 million impressions. 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 in under a month, Cemora had to become the talk of the town. But to make her an online superstar, she needed the right friends. Not the biggest names, but the ones with the right following. So, over her 3-week journey, Cemora would interact with influencers from every sphere, speaking to each of them in a way that resonated with their followers. With every interaction, thousands more joined her journey, making Cemora an online sensation.