Summary
The current campaign was planned to ensure the TG of Pulsar understands all the features of the new N160 model. With the new approach by which we executed the campaign, the results were exceptional!
Challenge
The campaign objective was therefore to create mass awareness and build tactical impact that would help carve out a niche for the brand's all-new Pulsar N160 which was positioned as "The Perfect 160CC Naked Street Fighter". Bajaj Auto wanted an innovative solution that would help them reach their target audience at scale and maximize awareness for the Pulsar N160 launch, which would ultimately help them capture SOV.
Objective
In the past few years, Bajaj Auto was facing challenges due to aggressive advertising tactics and launches by competitors. They had been slowly losing their hold in the market, and Apache and Yamaha FZ had captured 60% of the market share.
Strategy
We targeted males from the age group 18 – 34 yrs. and layered Motorcycle Enthusiasts with high-value goods consumers. To generate curiosity among our digital-savvy TG, the first leg of the campaign kick-started with QR code, which users could scan to check out the look and feel of the bike. This was released via 20 second ads on YouTube along with TVCs in 12 languages. Further, all families watching the Pulsar N160 on television were retargeted on their mobile devices with the longer version of the video (45 sec.), to maximize recall. The overall strategy aimed at creating a buzz around the Pulsar N160, generating interest amongst consumers, and driving sales. To break through the clutter in a highly competitive landscape, we adopted a full-funnel strategy for the campaign: • Top funnel: Maximize the SOV of N160 and generate awareness about the bike • Mid funnel: Drive relevant audiences to the website to check out the distinctive features of the bike • Bottom funnel: Drive enquiries which would eventually lead to bookings Our starting point was to identify all the touchpoints a consumer would journey through before booking the Pulsar N160. For consumers who viewed the ad on their devices: • Scanning the QR code (from the article/20 second video ad) would lead them to a 45 second video, which would introduce the Pulsar N160 • Below the video was a link which would take them to the website For consumers who viewed the TVC: • Scanning the QR code would lead them to a 45 second video, which would introduce the Pulsar N160 OR • Audiences who didn't scan the code, would be re-targeted with a 45 second video on their devices • Below the video was a link which would take them to the website
Data
A successful re-entry in the market for the brand was made possible using the Pulsar N160. In the face of increasing competition and a decline in market share, our strategic campaign not only reversed the trend but also revitalized the brand's presence. The impact of the campaign resonated in the market for an additional three months, largely attributed to our innovative use of QR codes. At the time, QR codes were still a novel concept in the market, and we capitalized on this opportunity to maximize engagement.
Solution
Results
Our campaign went viral and how! It made a huge impact within a short duration and helped the brand capture approx. 80% of the market SOV. The campaign went live through CTV, TVCs, newspapers, online articles, etc. The QR Code intrigued customers, bike enthusiasts and experts alike, garnering close to 73 million scans within the first 10 days!!! To maximize lead generation, we focused on delivering a seamless customer Journey. Once the audience landed on the website, they were given a chance to fill in their details for more information. This helped us capture close to 35K leads, amongst which 27K were OTP Verified. Snapshot of results: • 177mn reach at 3.5+ frequency • 633mn impressions delivered • 126 mn video views | 33 mn 100% views (45 sec video) • 5.7 mn Clicks | 2.1 mn Visits • 35K Leads | 27K OTP Verified Leads • 73 Million QR Scans
