Summary
EVing is Exploring. Now travel long distances with your EV without any anxiety or fear about range and charging stations.
Challenge
Our objective was to implement strategic measures that effectively tackle the obstacles hindering the growth of MG ZS EV, namely the lack of charging stations and range anxiety. By addressing these challenges, we aim to improve the brand scores at all stages of the funnel, resulting in increased purchase intent and sales for the ZS EV model. Specific Objectives - Increase ZS EV brand scores, Increase Awareness by 15%, Improve Favorability by 10%, Enhance Purchase Intent by 7%, Increase ZS EV bookings, Increase walk-ins by 5%, Boost bookings by 5%.
Objective
Lack of charging stations and range anxiety are top entry barriers for category & thus obstacle for MG ZS EV's growth.
Strategy
To showcase the ZS EV's best-in-class range in the context of long-distance weekend travel beyond city limits, MG Motor executed the following strategies: The proposition highlighted the ZS EV as the ideal companion for weekend exploration, emphasizing the freedom to embark on adventurous journeys. MG Motor created a conversation-based approach to debunking the misconceptions around range anxiety. MG Motor leveraged AI-generated messaging to treat potential consumers uniquely in eight different markets. This approach allowed for personalized and tailored communication, addressing consumer concerns and highlighting the ZS EV's range suitability for specific geographical locations. This strategic move not only leveraged the platform's unique personal touch but also harnessed the power of one-on-one engagement to drive successful outcomes.
Data
EVs are facing unique adoption level challenges in India. These challenges on EVs being localised (Pune behaves differently than Bengaluru than Kolkata etc.); it is imperative to use technology to target these via custom messaging. This relevant context with relevant communication is the only way ahead to nudge fence sitters towards adoption. The success of this initiative has also opened up exploration across other car brands at MG Motor India. This customised communication & context is expected to deliver superior marketing efficiencies. There are multiple pilots being tested for this initiative.
Solution
Results
Increase in MG ZS EV brand scores: • 21% improvement in awareness as against a target of 15% • 20.34% boost in favorability as against the target of 10% • 19.62% upstick in purchase intent as against the target of 7% Rise in MG ZS EV bookings: • 8% increase in walk-ins on MOM basis as against a target of 5% • 9% rise in bookings on MOM basis as against the target of 5%
