Summary
We showed people that the ‘SmartXonnect' side of life lets you address the most important need of today - staying connected to your world. We brought out how TVS Jupiter 125 SmartXonnect offers the convenience you need to #StayZyadaAhead in today's world.
Challenge
Business Challenge: Consumers were content with traditional features given in scooters by leading brands and didn't think scooters would be able to offer car-like Bluetooth connectivity & other smart features. We needed to change this mindset. Objectives: To show the features and benefits in use-case mode of the newly launched product. Making users realize that connected features should be a must-have when evaluating & buying a scooter. Creating awareness & consideration in the 125cc scooter category with this launch. Establishing the product as the smart connected ride needed to #StayZyadaAhead in day-to-day life.
Objective
In an era where everyone needs a sense of being ‘always connected' as the cornerstone of progress, the synergy between mobile phones and your vehicle exemplifies unparalleled convenience. The scooter industry was dominated by products that were high on assurance delivery due to their long market presence but low on feature delivery, especially when it came to much-needed connected aspects. Addressing this need gap in the market, TVS Jupiter 125 – which was also Scooter of the Year in 2022 – launched its SmartXonnect variant which came as the most logical upgrade. The TVS Jupiter 125 SmartXonnect provided not only best-in-class practical features like follow-me lamps/backrest but also Bluetooth-enabled connectivity with your phone. People needed to be made aware of these brand-new features and their benefits, through the medium they consume most- Digital. That's why we used only a digital launch to resonate ‘zyada' with the product philosophy of staying connected.
Strategy
To showcase TVS Jupiter 125 SmartXonnect as the indispensable addition to a young & aspirational Indian's life, by connecting them to their world even while on-the-go! Position it as the scooter which seamlessly fits in their busy & connected life while keeping them ahead of situations. With our teaser phase, we fed into a demand for a connected variant in TVS Jupiter 125, assuring the audience that we aim to #StayZyadaAhead. We then launched a film showcasing a day in the life of a young urban couple, and how the TVS Jupiter 125 SmartXonnect fit seamlessly into their lives. The film served both as feature & benefit education while showcasing the classiness of the brand-new scooter. We followed up with shorter feature edits to showcase the breadth of the SmartXonnect features in detail – demonstrating how SmartXonnect features replace your need to use a phone on the road, adding a convenience which was never offered before. But while this happened on the brand page, we collaborated with the first-of-its-kind Bollywood Hungama OTT India Awards, to put the scooter bang in the center of celebrities. The audiences were given unscripted interactions & honest experiences, shown subtly while watching the OTT India Awards. To make it even more recall-worthy, the event anchor was shown entering the stage riding the scooter.
Data
The product came as an upgrade of not just the 125cc scooter but also the SmartXonnect technology itself. It truly is the most advanced but simultaneously the most practical scooter also in the 125cc scooter category; we made sure to show the users how it fits into their life as a need, rather than a want!
Solution
Results
Organic Website Traffic: -Overall website traffic metrics change from pre-launch (Oct 1-Oct 15) to post-launch (Oct 16- Oct 31st) were indicative of high-interest users coming to the website, implying curiosity for the new product and increased awareness, as shown below: - Users increased by 71%. - Average session duration also increased by 31% - Organic site visit numbers the day after the launch reached the yearly high of 5100+. Returns on investment: Better ROIs were achieved as conversion rates increased from the Aug-Sept (pre-launch) period to Oct-Nov (post-launch) as mentioned below: - Aggregator Conversions 7.7% to 8.7% - Total Digital Conversions – 7.0% to 8.4 % Keyword Search Volumes: Rose by 64% from 148,240 to 243,280 between Sep 2023 to Oct 2023 Within 45 days of launch we achieved: - 7000+ Sales - 9000+ Enquires - Increased market share from 5.7% during April- Sep period (pre-launch) to 6.7% during Oct-Nov (post-launch) - Brand Sentiments improved as NSS score from rose 6.92% in Sept ‘23 to 8.91% in Oct ‘23 Social media Metrics for the launch video: Reach: 17.5 L + Impression: 43 L + Engagement rate: 65% Interaction: 9K + Views: 32.8 L +
