The Campaign

An in-depth data-driven research by our team had revealed that our TG (the middle-class Indian) used Google Maps to check ETA and commute options every day. Using this behavioral insight of our TG we made our campaign 100% mobile-centric, utilizing the user journey on the Google Map application. We displayed banners on Google Maps that compared the user’s daily commute expenses to the unbelievably affordable EMI of Alto 800. The banner when clicked, let the user choose or customize an EMI plan for himself. And from there, they could book their Alto 800 as well. The whole user-journey was well thought through. It rationalized owning a car as a viable option as compared to the hassling daily commute and spending a fortune over time.

Creative Execution

It was a strategic decision to make this a completely mobile-centric campaign. The key insight that led to it was that our prospective customer searches for routes, books cabs and determined travel time on Google Maps App on their mobile devices. Hence we displayed banners on Google Maps that compared their daily commute expenses to the unbelievably affordable EMI of Alto 800. The banner when clicked, let the user choose from easy EMI plans or customize an EMI plan for himself. And from there, they could book their car as well. The whole user-journey was well thought through that rationalized owning a car as a viable option as compared to the hassling daily commute. We pushed the brand into the visual space of our TG when it made the maximum impact i.e. on the road. The overall campaign budget was 15,000 USD.

Describe the success of the promotion with both client and consumer including some quantifiable results

Owing to this innovation, Maruti Suzuki became the first auto manufacturer to reposition the cost of ownership of a car. There was a 150% increase in EMI calculation for Alto 800. A staggering 2X increase in enquiries and test drives was observed. Alto 800 gained an unprecedented 24% increase in sales during Oct-Nov'16*. The campaign contributed significantly to Maruti Suzuki gaining a 52.2% market share in Nov’16*.

Explain why the method of promotion was most relevant to the product or service

The campaign was primarily targeted at Government officials who would benefiting from the revision of the 7th pay commission, leaving them with a size able disposable income. MSIL specifically intended to make the best use of the opportunity, aggressively showcasing the cost of owning an ALTO 800 v/s cabs in real time basis via a GPS enabled navigation system. The sole objective of the campaign was to promote and educate the users of the benefits of owning an ALTO 800 v/s various forms of rented/hired transport options.

Our target audience was clearly defined as the middle-class man, working in the public sector. He travels to work by radio taxis/public transport every day. He’s meticulous about his expenditures, as he likes to keep track of all his daily expenses. He is most active on his mobile device wherein he consumes content. He uses Google Maps to check ETA and commute options every day. We used this behavioral insight and made our campaign 100% mobile-centric, utilizing the user journey on the Google Map application. Using rich media for the first time on Google Maps, we compared TG’s daily commute expenses to the unbelievably affordable EMI of Alto 800. This was the first time that a thorough understanding of the TG, their behavior and timing were analyzed and blended together to carve out communication plan to achieve the brand objective.