Summary
Maximizing every facet in the CV market! Maxx Comfort Maxx Safety Maxx Performance Maxx Maneuvering Capabilities Mahindra MAXX Pik-up ready to blaze the roads!
Challenge
Spread awareness about the new launch. Register the name in the minds of people. Create curiosity. When Mahindra gave us a sneak peek into the future of commercial vehicles, we were in awe. The aesthetics were perfect, along with better loading capacity, city-maneuvering capabilities, comfort and safety. The challenge for us? Well revealing this special name that encapsulates all attributes of this next generation beast.
Objective
Mahindra was to launch a commercial vehicle that would stun the country. Understanding Indian roads and attributing maneuvering capabilities that would navigate through typical Indian cities was one of the challenges that Mahindra wanted to conquer. With Maxx comfort, safety, pick-up, loading capacity and maneuvering capabilities, Mahindra Bolero Maxx Pick-up was going to blaze the roads. They had maximized every possible facet in the commercial vehicle space. Which is why the name – Maxx. The challenge at hand was to reveal the unique name in a unique fashion. And we did come up with a unique idea a gamification innovation that won hearts and warmed pockets.
Strategy
The game was simple. Users had to drop the cartons or packages into the pick-up vehicle. They had to tap as fast as possible and drop all the boxes into the vehicle. All this had to be done in a stipulated timeframe. The name – Maxx was hidden behind the cartons. Once all the cartons were dropped and cleared out the name – ‘Maxx' was revealed. This was an innovative way to reveal the name of the vehicle. Users could also challenge their friends to beat their timing which increased the shareability quotient and improved the reach of the game.
Data
Gamification is an innovative strategy to rope in customers. But applying it to a more raw commercial- vehicle customer base was the challenge. These are people who play games. But selling a vehicle through a game to this audience was a first. We translated the game in regional languages for better traction. Exploring new ways of attracting customers has been our forte. Applying it and experimenting with this kind of audience was a first for us too. Well, we have learned a good lesson – that gamification works for anyone who plays a game and if the plan is perfect it can yield results that would be happily surprising.
Solution
Results
The results of the game were definitely impressive. The game was shot to the overall CV base. The engagement achieved was 6% and 9% of the receiver base, played the game. We accrued a whopping 12.25 crore of projected business through the game which definitely spread a ‘Maxx' smile on our faces. A great achievement in the commercial vehicle space.
