Summary
The Big Daddy Challenge - The Scorpio-N Game.
Challenge
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. It was humongous and we had a chance to take a glimpse of it before the launch. Taking all this into consideration, Mahindra wanted a target audience drift, from traditional tier-3 and tier-2 cities to the metros. This time they wanted to woo the city audience too.
Objective
The SUV segment is gaining accelerating response in the Indian automotive market. With due consideration of Indian roads, driving conditions and family sizes, the SUV is turning to be the best fit for Indians. This segmented has skyrocketed within a short time. Earlier the SUVs were not aesthetically designed as the sedans. But now, with space, comfort and pickup among other features, today's SUV has the looks that kill too. With the drastic shift in the markets from sedan to SUV; automotive industry players are doing their very best to steal the limelight. Which is why it was a big challenge on hand to market the new Scorpio-N in traditional as well as urban markets. With people eyeing the automotive market closely, each innovation had to be spot on and its propagation even more bang on.
Strategy
Mahindra tagged the all-new Scorpio-N as the Big Daddy of all SUVs and the tagline definitely did justice to the size of the vehicle. Making this the centre of our thought, we worked our minds around a game that would be simple and at the same time exude the essence of the thought – The Big Daddy of all SUVs. Keeping the city audience in mind too, we cracked the big idea – a game wherein the user has to tap on the screen and increase the size of the Scorpio-N in a stipulated period of time. The best part was a 4X4 experience at Mahindra Adventure in Igatpuri for the winners of the game. We wanted to achieve a sole purpose - drilling the fact that the all-new Scorpio-N was huge and was the Big Daddy of all SUVs! So, we asked them ‘Can you find out how Big The Big Daddy is?'
Data
We had a CRM-led digital approach, where along with precision targeting through direct marketing campaigns; we strategically used organic and paid social media to amplify and create a strong engagement with the intended TG. The users were directed to an interactive landing page, where the game could be played. The user had to tap as fast as they could to make the tiny Scorpio-N big in 25 seconds. The users with fastest timings would be eligible for the gratification. There was a completion bar which would depict how much more the user had to go to reach the actual size. The ones who completed the game under 25 seconds would see a congratulatory message saying that they would be intimated if they are the lucky quickest ones who have won. They could also share the game asking their friends and family to beat their score. They could also know more and fill and enquiry form.
Solution
Results
The results affirmed our idea of the game. Apart from achieving awareness and ingraining ‘The Big Daddy' thought in the minds of users, we also got enquiries. The CTR was at 10%. The bigger success was that we received around 626 enquiries from the game players' and a projected business worth more than Rs. 112 Crore was sealed with a simple, yet effective game that was live, just for 5 days
