| Title | THE ALL-NEW MARUTI SUZUKI DZIRE – CHAT BOT INTEGRATED VIDEO BANNER |
| Brand | MARUTI SUZUKI INDIA LIMITED |
| Product / Service | MARUTI SUZUKI DZIRE |
| Category | D02. Interactive Video |
| Entrant | ISOBAR Gurgaon, INDIA |
| Idea Creation | ISOBAR Gurgaon, INDIA |
| Media Placement | ISOBAR Gurgaon, INDIA |
| Production | ISOBAR Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Anadi Shah, Vibhor Yadav, Ashish Kumar | Isobar - India | Creative Director |
To an audience, an interesting ad is one that immerses them in a story, indulges them in an experience, and triggers conversation. The ‘A Whole New World of Dzire’ Television Commercial certainly ticked the first two boxes, but it also made us ask ourselves: “What if a user could actually have a conversation with an ad?”. By integrating an intuitive chat bot within the Launch TVC online, we were able to seamlessly answer a user’s immediate queries about the all-new Dzire.
We built a video enabled chat-bot addressing a user’s queries basis the most important parameters for buying a car - Efficiency, Ease and Design – which was then integrated within the Launch TVC. Basis the analysis of tools like Comscore, Consumer Barometer, Programmatic and Social Media Insights, we identified relevant genres for our audience, such as sports and news. We then identified the top sites within each genre (e.g. CricInfo, Hindustan Times and First Post) and strategically placed our video banners amongst content pieces of high relevance. This APAC-first innovation was live for a period of 20 days, thereby garnering 15M impressions and reach worth 7M!
The integrated chat bot video banner generated 15M+ Impressions, 10M+ Views and 2M+ Chat Sessions. It helped us significantly drive consideration, by redirecting 8 lakh unique users to the website. As users’ immediate questions were answered, their subsequent interaction on the website spanned across the more action-oriented stages of the online consumer journey i.e. ‘Book a Test Drive’ (37%), ‘Request a Price Quote’ (25%), ‘Download Brochure’ (20%) and ‘Locate a Dealer’ (18%).
Our target person is a 30-35 year old affluent male professional with loosening purse strings and evolving tastes, who is beginning to upgrade to indulgences that he can not only feel, but also flaunt. He is tech-savvy, brand conscious, ambitious, and has finally reached a point where he no longer has to live from pay check to pay check. He is most likely a hatchback owner, however, he can now finally afford to make more premium purchases. We want to increase his consideration for upgrading his car to the all-new Dzire. Through the chat bot integrated video banner, we were able to capture our TG’s attention, educate them about ‘A Whole New World of Dzire’, and maximize campaign reach.