Summary
The Big Experience - Experience the absolute prowess of the Mahindra Scorpio-N
Challenge
The record-breaking success of the Scorpio-N launch with 1Lac bookings in 30min & with overwhelming response received over bookings became equally important for the M&M marketing teams to continue working on the sentiments & brand love. So, we decided to transcend and create an experiential that goes beyond a mere digital touch point! Curated real-world adventures curated for our customers so they can experience the Big Daddy's true prowess. And also, those Scorpio-N Customer those who liked to stay restricted to the digital world we did create a non-experiential module of our microsite dedicated to deals, offers, services and more. But for our customers true to the adventurous spirit of the Big Daddy of SUVs, we created the BIG Experience – A one-of-a-kind, real-world experiential in the post-purchase journey for our customers where they could experience first-hand the absolute prowess of the Mahindra Scorpio-N!
Objective
Mahindra launched its next generation Scorpio, the Big Daddy of All SUVs – Scorpio-N in the month of June'22. This beast has all the modern-day technology infused into it from enhanced comfort, aesthetic interiors that adhered to ergonomics and exteriors, revamped. The biggest shoutout of the all-new Scorpio-N was its size. And with its record breaking 1 lac bookings in just 30 mins, we want to tell our customer that they own more than just a Big powerful vehicle. They own a lifestyle punctuated with Big Adventures, Soul-Satisfying Experiences and raw, unadulterated power amplified by the best in contemporary tech, that elevates driving to the next level!
Strategy
Curate real-world adventures track and showcasing the manufacturing unit of the Scorpio-N for our customers so that they can experience the Big Daddy's true power & see the making. We created an entire microsite just for Scorpio-N customers, Scorpio-N users were sent the link for the experiential microsite, where they could simply enter their Registered Mobile Number, Fill in the OTP… And choose from any one of the three exciting adventures they wished to partake in! Upon selecting the adventure, customers were given a welcome call and their KYC collection and verification were conducted to confirm their participation. Using WhatsApp and Mobile calling, the details of their booked slots - points of contact and itineraries were sent to them and a final confirmatory call would be placed one day prior to the adventure. Our Scorpio-N customers were also given multiple slots to choose from to ensure better participation and fewer dropouts. Experiences and Offer List: Experiential: Mahindra vehicle manufacturing plant – Chakan plant visit Experience Desert Survivor event in Scorpio-N at Jaisalmer Experiencing MSPT Chennai track in Scorpio-N Digital: Brand Vouchers where they can avail any one out of 10 Brands voucher worth Rs. 5000/-
Data
The word of mouth, goodwill and digital content generated is enough to ensure that this post-purchase journey continues, and the BIG experience comes alive every single time! Also, participants appreciated the initiative & efforts taken by M&M Auto Mktg. team by calling out the Vehicle is really worth the wait.
Solution
Results
A whopping 300+ customers participated and enjoyed the Scorpio-N Experience. With 100% slots booked within 20 minutes of the campaign and 85% participation The overall C-SAT score for this grand experiential was capped at an impressive 4.9 out of 5 Stars!
