Summary
Turning racers into creators
Challenge
Apache built itself as a ‘worthy' bike Over the years, TVS Apache has managed to carve a niche for itself by pitching itself on what bikers love -Speed and sharply pivoting itself on RACING. Apache successfully built its franchise & fans on winning the ‘0-60' game. The brand built the codes of racing in its DNA and won the respect of the biker fraternity. Category seeing intense action Premium bikes had seen unprecedented action with the entry of more powerful bikes – and bigger global brands including the professional racing ones. Apache also had expanded its portfolio with bikes upto 310 CC, with the RR 310. But it wasn't the fastest on the roads. Apache needed to retain its leadership position in the premium bikes segment With pitched battles happening in this segment – both in terms of bigger, badder bikes, as well as on the communication front, Apache had to find a way to make the most sense to the segment of bikers in this category Our Challenge How does Apache rekindle the interest of the racing communities and maintain its leadership position in the face of stiff competition? Get incremental sales for the BTO version of the RR310
Objective
In this campaign, rather than adhering to category tropes of ride experience and features, we tapped into the creation aspect of the motorcycle. We realized that the racing cohort has a latent need to create, and we provided our audiences that platform. Instead of selling them a motorcycle on traditional category tropes we kept the consumer at the center for them to co-create their own motorcycles. This case showcases how breaking the traditional tropes of advertising and engaging the consumers meaningfully can mean success for the brand.
Strategy
Our key activation was the "BUILT TO ORDER" platform, an industry-first in India. This allowed riders to personally customize their TVS RR310 motorcycles through the TVS ARIVE App and website. Augmented Reality (AR) added an immersive visualization layer, deepening the personal connection with the product. For promotion of this, we used the following channels 1.Reach building: YouTube, Bikewale, Influencers 2.Engagement building (Driving performance): Facebook & Instagram, Google Display Network, Remarketing channels Tagline: To encapsulate personalization and customization our creative executions were anchored by the tagline, "Crafted for you. Crafted to be unique". Creative: We did not move away from our racing heritage, showcasing the bike on the track along with educating customers on what this platform delivers to them in terms of customization.
Data
In this campaign, rather than adhering to category tropes of ride experience and features, we tapped into the creation aspect of the motorcycle. We realized that the racing cohort has a latent need to create, and we provided our audiences that platform. Instead of selling them a motorcycle on traditional category tropes we kept the consumer at the center for them to co-create their own motorcycles. This case showcases how breaking the traditional tropes of advertising and engaging the consumers meaningfully can mean success for the brand.
Solution
Results
THE CAMPAIGN SUCCESSFULLY ENGAGED THE TARGET AUDIENCE OF RACING ENTHUSIASTS AND BIKING AFICIONADOS, SAFEGUARDING TVS APACHE FROM THE THREAT OF GLOBAL BRANDS. 49% increment in sales post the campaign, outperforming the industry trend of 25% YoY growth Total spontaneous awareness went up by 77% Total spontaneous consideration went up by 88% Achieved a higher reach by 43.7% than the estimated Achieved a higher CTR by 80% than the estimated 153.34% jump in social mentions post-campaign i.e., Q4 of FY 2022-23 as compared to Q4 of FY 2021-22
